PRX and Sonic Union announce new partnership to help brands create original podcasts

Companies to jointly provide creative and production services

Non-profit media company PRX has announced a strategic partnership with audio company Sonic Union to help brands create original podcasts. 

With this partnership, the companies will combine the skills of the PRX and Sonic Union production teams to provide brands with the services needed to develop a podcast through pre- and post-production stages, as well as distribution through Dovetail, PRX’s publishing platform.

“We’re proud that PRX is one of the top podcast distributors in the world,” said PRX business development and content chief Jason Saldanha. “Our in-house production team PRX Productions creates premium audio and podcasts for and with outstanding partners. The team at Sonic Union are masters of the craft and have deep relationships with major advertising agencies and creatives across the U.S. Our hope is that we’ll complement one another while together delivering the best possible opportunities and service.” 

PRX and Sonic Union previously collaborated on a number of podcast projects including Expedia’s travel podcast Out Travel The System and teen advice podcast We Got You. Both production teams have worked with a number of high-end brands and publications including food magazine Saveur, advertising agency DeVito/Verdi, Ben & Jerry’s, apparel company Patagonia, and more. 

Sonic Union also offers surround sound technology Dolby Atmos with mixing and mastering capabilities available through its immersive studio, which launched in 2017 as part of the company’s expansion in the podcasting space. The company was previously honoured at the 2023 Webbys for Best Sound Design and Original Music for the Saveur podcast Place Settings.

“Audio narrative is a powerful and effective tool for engagement. As our agency and brand clients ideate attention grabbing campaigns, podcasting will more steadily become a part of media plans, and may now include the integration of podcasting with social channels, YouTube, and video components. This is a territory we are collectively poised to help navigate," said Sonic Union executive creative director Halle Petro. “This exciting partnership will help to provide strategy ahead of the curve within the industry.”

A report by podcast agency CoHost on the State of Branded Podcasts in 2022 showed that podcasts are becoming a more successful marketing medium for brands with 69% staying active over the average length of 3.5 years. It also indicated that consistency is important for building an engaged audience.