Elon Musk continues his quest for global domination with the announcement of a new media company, Thud, and has hired The Onion’s former editor-in-chief Cole Bolton and executive editor Ben Berkley.
After an initial cryptic tweet that simply said “Thud!,” Musk followed it up with the announcement in a second tweet, saying, “That’s the name of my new intergalactic media empire, exclamation point optional.”
That’s the name of my new intergalactic media empire, exclamation point optional
— Elon Musk (@elonmusk) March 14, 2018
Terry Pratchett fans may wonder if Musk is a fan of the Discworld series, what with ‘Thud!’ being the name of one of the late Sir Terry’s City Watch books, but Gizmodo confirmed that this is not the case, after reaching out to Musk on Twitter over DMs.
“It’s the sound something thick and dull makes when it hits the ground,” Musk offered, by way of an explanation.
Earlier this week, The Daily Beast reported that Musk had wanted to buy The Onion a number of years ago, and in addition to hiring ex-employees Bolton and Berkley, they have successfully lured three of the outlet’s writers and an editor.
“We can confirm that we have learned nothing from prevailing trends in media and are launching a brand-new comedy project,” Bolton and Berkley told the Daily Beast.
“It’s pretty obvious that comedy is the next frontier after electric vehicles, space exploration, and brain-computer interfaces,” Musk said, when asked to elaborate on his role in the project. “Don’t know how anyone’s not seeing this.”
“In order to understand the essential truth of things,” he mused in a Rolling Stone interview – via the Daily Beast – “I think you can find it in The Onion and occasionally on Reddit.”
Variety reports that the domain name thud.com was registered last year, on December 6, but the registrant’s details are anonymous and the site isn’t live at present.
The billionaire has his fingers in a lot of pies, to the point where his extremities are now just metaphorical flaky crust with a fruity filling. Musk owns electric car company Tesla, and aerospace manufacturer and space transport services SpaceX.
He successfully launched the Falcon Heavy – the world’s most powerful rocket – last month, that shot a Tesla Roadster into space. The cherry red vehicle is currently in orbit.
Musk also opened pre-orders for a $ 500 flamethrower back in January, raking in $ 3.5 million in just one day.
Shabana is a freelance writer who enjoys JRPGs, wine, and not finishing games. Follow her on Twitter and Instagram.
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