Sound Directions launches in London - new podcast division at Somethin' Else

London agency Somethin’ Else is moving into original content production with the launch of its own dedicated podcast studio.

Somethin’ Else – Europe’s biggest producer of radio and audio content – is putting £1 million into the new division, investing in a dedicated team and funding the creation of original programming for audiences in the US and the UK.

Sound Directions will enable Somethin’ Else to develop its own IP, focusing on drama and narrative journalism as well as creating entertainment properties with well-known figures. Somethin’ Else has worked regularly with celebrities including Ant and Dec, Professor Brian Cox and stars from the BRIT Awards.

Eight new staff will be hired to work full-time at Sound Directions. They will collaborate with existing talent at the agency, including Chris Skinner, who is the executive producer on “The Bugle”, the podcast created by John Oliver and Andy Zaltzman.

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

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

Steve Ackerman, managing director of Somethin’ Else said: “The podcast opportunity both in the UK and the US is incredibly exciting. As the UK’s biggest independent producer of audio, this is a natural step for us. Our first releases this year will feature some famous names as well as offer exciting drama and documentary series. We are aiming to quickly become the UK’s biggest podcast producer.”

Somethin’ Else already produces one of the UK’s biggest podcasts, The Kermode and Mayo Film Review, alongside successful podcasts and audio content for clients such as Audible, Penguin Random House (The Penguin Podcast), the BBC and The Economist. They are also the BBC’s biggest supplier for radio content, creating 35 programmes a week including Gardeners’ Question Time, The Kitchen Cabinet, The Essential Mix and shows with Gilles Peterson and Trevor Nelson.

Somethin’ Else Somethin’ Else, describes itself as “a content company, an audience business”. It works for brands and broadcasters creating content across video & TV, audio and social media. Clients include the BBC, The Economist, Topman, ITV, Interflora, Swarovski, Sky, The BRIT Awards, Channel 4 and Penguin Random House.

Recent notable work includes Brian Johnson’s A Life on the Road (Sky), the new Sara Cox show for BBC Radio 2, social media for Saturday Night Takeaway (ITV) and The BRIT Awards (The BPI) and content campaigns for Interflora and the BFI.