Somethin’ Else moves into original content production with the launch of a podcast studio


The £1m investment also includes a dedicated team and funding to create original programming for audiences in the US and UK.

The new division, called Sound Directions, will allow the agency to develop its own intellectual property, focusing on dramatic and narrative journalism, as well as create entertainment properties with well-known personalities.

The team will include eight new staff members who will collaborate with the agency’s existing talent, including Chris Skinner, who is the executive producer of the buglethe podcast created by John Oliver and Andy Zaltzman.

Steve Ackerman, managing director of Somethin’ Else, will lead the new division, which will take over the production of the agency’s regular podcast orders from Audible, Spotify and the BBC.

Sound Directions will also house a unit that will work with marketers and advertising agencies to create branded audio content and provide strategic advice on creative delivery of podcasts and audio for smart speakers. Mark Rivers, managing partner at Somethin’ Else, will lead this unit.

“As the UK’s largest independent audio producer, this is a natural step for us. Our first releases this year will feature famous names as well as exciting drama and documentary series. We aim to quickly become the most UK’s biggest podcast producer,” Ackermann said.

Somethin’ Else already produces podcasts and audio content for clients such as Audible, Penguin Random House (The Penguin Podcast), the BBC and The Economist.

It is also the BBC’s largest radio content provider, creating 35 programs a week, including Question time for gardeners, The kitchen cupboard, The essential mix and shows with Gilles Peterson and Trevor Nelson.


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