Sony Music has its eye on the digital video world, and to get a better foothold in that space, it has teamed up with an established online comedy brand. The music corporation, which stands as one of the recording industry’s “Big Three,” has signed a multi-project development deal with Above Average, according to The Hollywood Reporter.
The partnership between Sony Music and Above Average took hold last year, when the two companies worked together Thank You And Sorry, a web series starring Fun frontman Jack Antonoff. The series followed Antonoff as he toured with his current band Bleachers, which has released two albums through the Sony-owned RCA Records label. The series was made available through Google Play.
Subscribe for daily Tubefilter Top Stories
Since then, Sony Music has continued to explore its online video ambitions by announcing partnerships with digital-native creators like Kurt Hugo Schneider and Connor Franta. Above Average, which is run by Saturday Night Live producer Broadway Video, has featured musicians in some of its own comedic productions, such as the web series Sound Advice.
Together, the two companies will work together on programs that weave together music and comedy while featuring Sony-partnered performers in the process. “From our work on our web series Sound Advice to our collaboration with Sony Music on Thank You and Sorry, we’ve long wanted to expand the amount of content we develop involving musical artists,” said Above Average president Jennifer Danielson. “With this deal with Sony Music and their phenomenal roster of artists, we’re excited to create the new leading intersection of music and comedy.”
Some of the more popular acts within the Sony Music family include John Mayer, Alicia Keys, and Adele.
