Sony Music’s thirst for podcast partnerships shows no signs of being quenched. This morning, the major label has announced its latest such alliance, with veteran UK-based radio and podcasts production company Somethin’ Else.

“Under the agreement, Somethin’ Else will work with Sony Music to expand its leadership position in the UK market. In addition the companies will pursue a range of new international podcasting opportunities including in the US where Somethin’ Else has opened an office in New York,” explains Sony’s announcement.

As with the label’s other podcast partnerships, this is about much more than music. Parenting podcast ‘How Did We Get Here?’ is one of the first shows to result from the deal, while existing satirical podcast ‘The Last Post’ is also included.

“Sony Music will provide its expertise in content creation, marketing and monetisation to help enhance the scale and scope of Somethin’ Else’s work,” according to the announcement.

The news follows Sony Music’s first podcast joint-venture in the US, which yielded a show about Jeffrey Epstein; a UK-based JV called Broccoli Content; a deal to make another daily satirical podcast with The Onion; and an investment in US podcast producer Neon Hum.

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Stuart Dredge

Music Ally's Head of Insight

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