Jake Challenor has announced the launch of Sound Story, a strategic public relations and communications agency that is made up of former journalists, with offices in both Sydney and Melbourne. The agency is dedicated to helping its clients launch, grow, and manage their reputations in the global entertainment industry, by offering services which include corporate and crisis communications, media relations and publicity, executive profile building, sponsorship management, and stakeholder engagement.

Sound Story's launch follows Jake's departure as Executive Editor, B2B at The Brag Media, where he was responsible for leading the editorial team across its trade brands, including Variety Australia. He will continue consulting as Print Editor of the quarterly Rolling Stone AU/NZ magazine.

Jake 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."

Joining the Sound Story team alongside Jake are Brian Lawlor as General Manager, and Zanda Wilson as Senior Communications Specialist. Brian has spent a decade working both agency and media-side, leading trade and digital campaigns for various music, media and entertainment brands, while Zanda moved into communications in 2021, after a decade as a journalist and editor across multiple consumer and trade publications.