Having named the team spearheading its worldwide podcast strategy at the start of the month, Sony Music Entertainment has made another big podcast-related announcement.
The company has made a strategic investment in podcast production house Neon Hum, forming a new creative partnership between the two companies to expand their development of original podcast content.
Founded by award-winning podcast producer Jonathan Hirsch, Neon Hum has helped create multiple podcast hits including the duPont Award-Winning Bag Man with Rachel Maddow, The Thing About Pam, Room 20, Crooked Media’s This Land and L.A. Times Studios’ Larger Than Life.
Neon Hum also served as a production partner on the chart-topping podcast Dr. Death, which has been downloaded more than 50 million times, made available in seven different languages, and is being adapted for television.
As a producer, editor, reporter and sound designer, Hirsch’s work has received numerous awards, including the Edward R. Murrow Award and duPont Columbia Award.
His documentary podcast series Dear Franklin Jones launched at No.1 on Apple Podcasts.
He founded Neon Hum in April 2018; the Los Angeles-based company has since produced shows for dozens of clients, including Crooked Media, Stitcher, NBC, The Ringer, Spotify, Wondery, Endeavor Audio, and the L.A. Times.
The announcement of the investment in Neon Hum follows the promotion, at Sony Music UK in London, of Adam Cardew, to a new role of Vice President, Podcasting & Creative Strategy.
Cardew was formerly the Digital Director of SMUK’s in-house agency, 4th Floor Creative.
“We have a shared vision of creating premium shows for a diverse audience, including people who already love podcasts, and the millions who are still to come. We couldn’t ask for better partners as we continue to grow.”
Jonathan Hirsch, Neon Hum
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, beginning with a slate of new shows across multiple genres coming in 2020.
Hirsch will lead the joint venture and Neon Hum will manage all creative aspects of the relationship, including podcast writing, production and recording.
As a partner in podcasting, Sony Music will provide its expertise in content creation, marketing and monetization to help enhance the scale and scope of Neon Hum’s work.
Commenting on the new partnership, Hirsch said: “Neon Hum is a passionate company of serious audio-first creators.
“We are excited to be working closely with the team at Sony Music to develop unique, sound-rich podcasts, and tell unforgettable stories.
“We have a shared vision of creating premium shows for a diverse audience, including people who already love podcasts, and the millions who are still to come. We couldn’t ask for better partners as we continue to grow.”
“Jonathan Hirsch and the team at Neon Hum have a track record of creating podcasts that have consistently topped the charts.”
Tom Mackay, Sony Music Entertainment
Tom Mackay (pictured), President, Premium Content A&R, Sony Music Entertainment, added: “Jonathan Hirsch and the team at Neon Hum have a track record of creating podcasts that have consistently topped the charts.
“We are excited to work with them to create captivating new storytelling for listening audiences everywhere.”
Music Business Worldwide
