The Brag Media launches Variety Australia

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 4 April 2022
L-R: Poppy Reid, Luke Girgis and Joel King

The Brag Media is launching Variety Australia after securing a licensing agreement with the title's parent company Penske Media.

Variety Australia launches online today, featuring original and syndicated content for local audiences. A print edition is set to launch later this year, along with a number of industry events including the Variety Australia Awards and the Variety Australia 100.

The title is led by Jake Challenor, executive editor, B2B, who joined The Brag Media in March following its acquisition of The Music Network. Journalists Lars Brandle and Vivienne Kelly will work across Variety Australia, The Music Network and The Industry Observer.

“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,” says The Brag Media’s editor-in-chief Poppy Reid.

“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 The Music Network and The Industry Observer, and know he will bring that same journalistic integrity and nose for future-focused coverage to the global legacy of such an iconic title.”

The deal between The Brag Media and Penske Media marks the pairing’s second local edition of a global media brand after the launch of Rolling Stone Australia and New Zealand in 2020.

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

“Variety is thrilled to launch Variety Australia,” says Variety’s CEO and group publisher Michelle Sobrino-Stearns.

“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."

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