Elon Musk has dropped a couple of cryptic clues about getting into a new industry: media.
He wouldn't be the first billionaire to have a media company in his collection of endeavors. Amazon's founder Jeff Bezos bought The Washington Post (via his investment company, Nash Holdings) in 2013.
The trail of hints includes a tweet published Wednesday with one word, "Thud!"
He followed up with a one-line explainer.
Despite the seemingly obscure announcement, Musk tells CNBC Make It it's the real deal.
"It's pretty obvious that comedy is the next frontier after electric vehicles, space exploration and brain-computer interfaces," Musk tells CNBC Make It via a Tesla spokesperson. "Don't know how anyone's not seeing this."
Though details are on the project are scarce, there's room for the entrepreneur to leave his mark in the industry, according to Sean Branagan, the director for the Center for Digital Media Entrepreneurship at Syracuse University's S.I. Newhouse School of Public Communications.
"I think there's still a ton of opportunity in media," Branagan tells CNBC Make It. "Innovations are happening at all levels: creation, distribution, consumption, sharing and monitoring/management.
"The first waves of media tech disruption were digitization, the web and then mobile," says Branagan. "There is still dramatic need for new kinds of media business models, based on these — and this is what may attract people like Jeff Bezos and maybe Elon Musk to media. They want to figure it out. It's exciting. And if you do, you shape culture."
A recent report that Musk has hired comedy writers from parody news site The Onion provides additional clues as to what the tech billionaire is up to.
Tuesday, The Daily Beast reported that top staffers and writers from The Onion are working on a project backed by Musk.