Entertainment and pop culture magazine Variety has launched an Australian arm. The publication has been around since 1905, but this is the first Australian iteration. The Brag will be at the helm of Australian Variety.

The iconic entertainment source has launched its online Australian arm today, 4 April 2022. It promises to be a mix of both local and syndicated content.

Talking to The Brag’s Jake Challenor as well as Rolling Stone editor-in-chief Poppy Reid and CEO of The Brag Luke Girgis, Marketing found out what sort of content the local audience can expect to see.

“Variety has been around for 116 years. It’s an iconic legacy brand that covers so much culture, but we are looking to localise it. It will be a mix of local and syndicated content. Our original content will definitely have a local lens on top of it,” says Reid.

“It’s going to cover awards, like the Arias and the Logies. It will look at podcasting as it relates to the local market.”

“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.”Variety Australia launched today, and has covered local Married at First Sight, podcast news as well as live coverage of The Grammy’s.