The Brag’s Jake Challenor launches news comms agency, Sound Story

Former publisher of trade media brands The Music Network and Radio Today and founding executive editor of Variety Australia, Jake Challenor, has launched strategic public communications agency, Sound Story.

The agency will offer its services to brands in the global entertainment industry, launching with with a number of foundation clients, including The Brag Media; tourism and live entertainment startup, Cedar Mill Group; K-Pop label, SM Entertainment; talent management agency, Marchmedia; and global music independent, UNIFIED Music Group.

The launch follows Challenor’s departure last month as executive editor, B2B at The Brag Media. He was responsible for leading the editorial team across its trade brands, including Variety Australia. The Brag Media acquired The Music Network from Challenor in February 2022. He will continue consulting as print editor of the quarterly Rolling Stone AU/NZ magazine.

Joining Challenor at the new agency are general manager Brian Lawlor, and senior communications specialist, Zanda Wilson.

Lawlor has spent a decade working both agency and media-side, leading trade and digital campaigns for a number of music, media and entertainment brands. Wilson, meanwhile, moved into communications in 2021 after a decade as a journalist and editor across multiple consumer and trade publications, including stints at Mumbrella and The Music Network.

Challenor said: “We are building Sound Story to support leaders and founders who are disrupting the entertainment industry for the better, and building the blockbuster brands of tomorrow. As a journalist, I found myself writing more and more about many of these organisations in recent years — Australia’s entrepreneurial spirit is truly remarkable.

“As the business of entertainment continues to enjoy exponential global growth, backed by unprecedented investment from both the government and private sectors, the need for an agile, strategic and specialist communications offering has never been greater. Alongside Brian and Zanda, and with the support of UNIFIED Investments, we are ready to muck in.”

Sound Story’s services will include corporate and crisis communications, media relations and publicity, executive profile building, sponsorship management, and stakeholder engagement.

The agency is backed by UNIFIED Investments, the investment arm of Jaddan Comerford’s UNIFIED Music Group.

科默福德说:“当Jake approached me at BIGSOUND 2022 and presented the idea of Sound Story, I said ‘yes’ on the spot. Sound Story immediately fills a much-needed gap in the market, and his vision aligns with ours as we continue to build an ecosystem for creative talent to thrive. The team’s strategic-first approach, and understanding of how media works from the inside, has already been a great asset to us, and will be for many others as well.”