The Brag Media Launches Variety Australia After Striking New Deal With Penske Media Corporation

Youth and pop culture publisher The Brag Media has entered into a new licensing deal with Variety’s parent company, Penske Media Corporation, to launch Variety Australia.

The iconic entertainment trade bible launches online today with original and syndicated content. A print edition is also slated for late 2022, along with a number of premium industry-first events.

It will be led by Jake Challenor, executive editor, B2B, who joined The Brag Media in March following the acquisition of The Music Network. Seasoned journalists Lars Brandle and Vivienne Kelly will also work across Variety Australia, The Music Network and The Industry Observer.

The Brag Media’s editor in chief, Poppy Reid, said Variety is a brand she has long admired.

“The US team has contributed game-changing examples of journalism in the entertainment industry and has continued to shake up the trade sector in all the right ways,” Reid said.

“I couldn't be more thrilled to have Jake Challenor at the helm of Variety Australia. I have such a great deal of respect for his work with trade publications TMN and TIO, and know he will bring that same journalistic integrity and nose for future-focused coverage to the global legacy of such an iconic title,” she added.

Jake Challenor will oversee The Brag Media's trade titles

Variety is the most authoritative and trusted source of entertainment business news, recognised and respected throughout the world. Since 1905, influential producers, executives and talent in entertainment and beyond have turned to Variety for news, insightful award-season coverage, must-read feature spotlights and intelligent analysis of the industry’s most prominent players.

The agreement between The Brag Media and PMC marks the pairing’s second local edition of a global media brand after the successful launch of Rolling Stone Australia/NZ in 2020.

Variety Australia is the second international edition following the launch of Variety China in 2019.

“Variety is thrilled to launch Variety Australia,” its CEO & group publisher, Michelle Sobrino-Stearns, said. “Over the course of the past century, we've covered the exciting developments that have led to Australia's status as one of the world's most important and dynamic film and television production centres. Australian culture is impacting the world and this new publishing venture will help readers stay up to date on Australia's creative leadership role today."

The arrival of Variety Australia also follows the recent acquisition of Epic Digital in February.

Variety Australia joins The Brag Media’s growing network that includes Rolling Stone Australia, The Music Network, IndieWire, Billboard, thebrag.com, Tone Deaf, The Industry Observer, don’t bore us, Funimation, Enthusiast Gaming, Life Without Andy, HypeBeast and more.