Sony Music really is serious about this podcasts business. The label has already launched two joint-ventures with podcast producers this year, as well as building internal teams to develop (and commercialise) spoken-word shows. Now it has announced a strategic investment in an existing podcast production firm, Los Angeles-based Neon Hum. Its hits include ‘Bag Man’, ‘The Thing About Pam’ and ‘Larger Than Life’, as well as being a production partner on the popular ‘Dr Death’ podcast – although that show’s lead producer was Wondery, the company that has a strategic partnership with Universal Music Group.
“Under the agreement, Neon Hum will expand the overall number of shows it produces and develop a range of new original podcast concepts in collaboration with Sony Music,” announced Sony. The first shows will debut in 2020. Neon Hum will manage “all creative aspects of the relationship” with Sony offering “its expertise in content creation, marketing and monetisation”.