Tag: Podcasting

Spotify Partners With Inevitable Foundation To Support and Empower Podcasters with Disabilities

December 1, 2022

Across the TV and film industries, writers with disabilities are heavily underrepresented. While an estimated 15% of the global population is disabled, these individuals only make up 1% of the creative workforce. When it comes to podcasting, though, there’s a huge opportunity to shift the balance on representation. Thanks to a lower barrier to entry, podcasting has offered an alternate route for creators with disabilities to make their mark. But the rapidly growing and evolving nature of the podcasting industry means there’s still a lot of need to invest in underrepresented artists. Until now, there haven’t been any programs that support podcasters with disabilities who are working to break through.

Spotify is partnering with the Inevitable Foundation to launch Elevate for Podcasters, a program that empowers professional podcasters with disabilities with the funding, mentorship, equipment, and accommodations they need to level up their careers.

“We want to create a world where disabled storytellers are able to create projects about anything they want, regardless of whether their stories contemplate disability, which is only one part of their complex identities,” Richie Siegel and Marisa Torelli-Pedevska, the cofounders of Inevitable Foundation, told For the Record in a statement. “For a community that has been shut out of so many creative industries for so long, the lower barriers of entry for podcasting create a fruitful starting point to make sizable gains when it comes to fostering the next generation of disabled podcasters and storytellers.”

Those who are accepted into the program will receive a $10,000 grant, which can be used for:

  • Professional Development: Content-based professional development such as script consulting, and education and workshops on broader storytelling; technical professional development such as education on editing and mixing.
  • Accommodations: Expenses to make podcasts more accessible, including transcripts and other forms of access. 
  • Equipment: Essential equipment for podcasting, editing, or work. 
  • Show Marketing: Essential marketing expenses for a show, which includes ads, creative, and festival fees. 
  • Living Expenses: To support the ongoing careers of disabled podcasters. 
  • IP Licensing: To license IP to adapt into a fiction podcast. 

Participants will also receive ongoing support through quarterly check-ins with the Inevitable Foundation team, as well as community-building events where members can expand their professional networks and meet other creatives with disabilities in podcasting, film, and television.

“At Spotify, we’re constantly looking for ways to amplify diverse and underestimated voices through the power of audio,” says Dina Gabriel, Head of Diversity, Inclusion, and Belonging at Spotify. “This partnership with the Inevitable Foundation offers a unique opportunity for us to utilize our platform to create pathways for creators with disabilities and provide them with tools and resources that will help them hone their craft and build their professional careers.” 

How to apply

So who is eligible for the Elevate for Podcasters program? For starters, applicants must meet the following requirements:

  • They self-identify as disabled. 
  • They are 18 years of age or older.
  • They are currently pursuing a career in podcasting.
  • They are not enrolled in an accredited degree program. 

In addition, applicants must meet at least one of the following criteria:

  • They have an agent/manager for podcasting.
  • They have writing, directing, or producing credits on a fiction-genre audio project completely funded by a major audio platform or production company.
  • One of their audio projects has been acquired by a major studio, production company, or podcast network.
  • They’ve successfully crowdfunded $10,000 or more for one of their audio projects. 
  • They’ve created their own fiction podcast that has received over 10,000 listens per episode on average over a 30-day period. 
  • They’ve created and produced at least 30 fiction podcast episodes (can be across multiple shows).  
  • They’ve had their show recognized by a mainstream or independent outlet (that has multiple writers) for news or criticism. 

We’re thrilled to launch this first-of-its-kind program as a way to raise the visibility of this talented group of artists. Those interested in Elevate for Podcasters can click this link and apply starting today. Winners will be selected starting in early 2023.

For more information, please visit https://inevitable.foundation/podcasters.

10 Tips for Gen Z Podcast Creators

May 27, 2022

Cam Kirkham, Chloe Vardy, Rhyanna Coleman, and Jonny Mounsor speaking at the podcast show

Making a podcast isn’t as daunting as it used to be. With easy-to-use editing tools like Anchor and 120 million podcast listeners in the U.S. alone, there’s never been a better time for passionate creators of any age to start a podcast. 

Cam Kirkham and Chloe Vardy, the hosts of the Spotify Original podcast TMI with Cam and Chloe, are the experts when it comes to creating a podcast that captivates younger audiences. On their show, the couple weighs in on the conversations and questions Gen Zers have but are too embarrassed to ask their friends. So May 26 at The Podcast Show in London, the duo joined Spotify Executive Producer Rhyanna Coleman and Spotify Creator Partnerships Manager Jonny Mounsor for a conversation about their experience building a hit podcast and the podcasting trends that resonate with young audiences.

Following that talk, For the Record had the chance to pick the brains of the four podcast experts on ways Gen Z creators can build a successful podcast. Below are their top-10 tips to help your show stand out from the crowd.

Be your authentic self.

Lots of people might be able to host a show or format, but your unique selling point is that you are unique. Being honest and presenting your truest self will help your audience connect with you.

Don’t be afraid to stray from the norm.

Just because someone’s format, style, or duration works for them, doesn’t necessarily mean it’s the best fit for you. Experiment with some new and different ways of doing things to find what suits you best. Not every podcast has to be an hour long!

Consider adding video to your podcast using Anchor.

People are consuming podcasts in lots of different ways now, and young audiences have become accustomed to watching podcasts—so why not cater to that audience? Allow people to connect with your show however they love to listen.

Utilize your existing channels to build your podcast brand.

Podcasting is way more than just an audio file. You should be building around the podcast with other great ways for your audience to get involved. That could be Instagram, Reddit, bonus content—whatever it is for you, make sure you’re thinking about the whole brand.

Look for the gaps in the market.

With millions of podcasts now available on Spotify, it’s really important to stand out and have a niche in order to increase your discoverability.

Be consistent with releases (whether always-on or seasonal).

Building listener habits is so critical in podcasting. You want your audience to know which days your episodes are released and be waiting for that content to drop!

Make sure you prep and research ahead of recording.

Preparing topics, doing research for guest interviews, and planning special features and segments in advance will have positive results on your output.

Focus on the best-quality audio and recording equipment available to you.

You don’t necessarily need to have the most expensive equipment to achieve good audio quality. Your audio may not sound like a studio from the very start, but take the time to learn how to make it sound as good as it possibly can. Poor audio quality is one of the biggest reasons people choose not to listen to a podcast.

Define your ideal listener.

Don’t forget that the most important part of your podcast is your audience. It’s really important to know exactly who it is that you’re speaking to when you’re recording, as this will help you tailor the content to ensure it’s exactly what they want.

Be proactive in promoting your podcast.

Nobody will talk about your podcast unless you do! With word of mouth representing 25% of all discoverability in podcasting, you want to shout about your podcast at every opportunity. There are more tools than ever to help promote your shows, so don’t ignore any of them.

Now that you have some tips, you’re ready to get started. Head over to Anchor to get access to all the tools you need to create, distribute, and monetize your podcast. And in the meantime, hear more from Cam and Chloe in the latest episode of their podcast below. 

Creators and Experts Talk the Future of Podcasting at Spotify’s All Ears Summit in Berlin

May 6, 2022

graphic image that says the conference name "all ears" in big font

What can we learn from podcast analytics? What’s the future of podcasts? What are podcasts doing to drive change? These are just a few of the questions addressed yesterday at Spotify’s All Ears Summit in Berlin, Germany. Creators, producers, publishers, advertisers, and more convened for a conference to talk about the local and global podcast market.

The daylong summit had something for everyone. Fans had the opportunity to hear interviews from popular podcast producers and hosts like Sarah Koenig (Serial), Ira Glass (This American Life), and Tommi Schmitt (Gemischtes Hack). 

  • “I think for the kind of work I do, which is being a journalist, people have to believe that I am telling them what I know to the best of my knowledge. They have to trust me that I’ve done my homework as a reporter. . . . They have to trust you, that you’ve done your job well. That is huge for the kind of work I do.” – Sarah Koenig

Spotify’s Sound Up Program Continues to Bring Diverse Voices to Podcasting

February 28, 2022

Since its start in 2018, Spotify’s Sound Up has helped underrepresented creators get their feet—and mics—in the door for podcasting. The program’s aim is to diversify the voices in the audio space by providing participants with educational opportunities, resources, and access to industry experts. Sound Up graduates have released popular shows that have ranked on Spotify’s podcast charts, including Dope Labs, Search Engine Sex, You Heard Me Write, and FOGO: Fear of Going Outside.

Now, four years after its inception, Sound Up has launched in 12 markets (Japan, Italy, the U.S., U.S. LatinX, India, Mexico, Australia, Sweden, the U.K., Germany, Brazil, and Argentina) and helped hundreds of graduates find careers in podcasting. 

How does Sound Up work? In each market, 10 participants are selected to be a part of the program. The creators then go through a four-week virtual or in-person immersive experience where they hone their storytelling, get more experience in audio production, and have a chance to workshop their ideas. After the session ends, the participants continue to receive year-round support from Spotify as they create professional pilots of their ideas, which have a chance to become a Spotify Original.

In 2020, as people around the world altered their lifestyles based on social distancing protocols and COVID-19 risks, Sound Up also had to adapt. “It was an incredibly difficult two years where, globally, we had to adjust the program to virtual trainings,” shared Natalie Tulloch, Sound Up Global Lead. “But we also got the chance to see wonderful stories begin to take shape, and now as we launch new podcasts, it feels incredibly gratifying.”

For the Record traveled across the globe to check in on a few of the current and recently graduated program participants to learn more about their experiences and the podcasts they are creating.

Gigi (U.K.)

Gigi just finished the program and is working on her podcast, Journeys With Grace, which is an immersive self-contained story of discovery. From storytelling to copyright details, Gigi’s Sound Up experience taught her plenty about the industry. Her favorite part of the process was developing the trailer and pilot episode. “Layering up my trailer with soundscapes and adding atmospheric audio here and there was fun to me—a stressful kinda fun,” explained the podcaster. “I’m a creative, so seeing my vision come to fruition was a super-dope moment. You can’t really replace that feeling.” Now her focus is on developing the script and finding a way to invite listeners into her show in an intimate way. “I’m looking forward to the process, the vision being out there, and the podcast finding and resonating with the people it’s supposed to.”

For U.K. and Ireland creators who are interested in the Sound Up program, applications are open now through March 14, 2022. Submit your application here.

 

Fatima Hellgren Camara (Sweden)

Fatima Hellgren Camara’s podcast Välkommen till Ön (Welcome to the Island) is a comedic look at annoying people and their frustrating habits. Each week she discusses these people and whether they should be sent off to a deserted island far, far away. The show just finished its second season, during which Fatima learned how to edit and produce her own episodes. Her favorite part of Sound Up? “To have been given the opportunity to learn an entirely new skill set,” shared the host. “However, my absolute favorite part was getting acquainted with technical equipment.”

 

Roba Kadhem (Sweden)

Currently in its third season, Lyssna Tjejer (Listen Girls) is a podcast cohosted by Roba Kadhem and Aya Said. On the show, the two discuss topics from Pink Room, Scandinavia’s largest Facebook group for women. Through Sound Up, Roba has experienced a greater sense of community from others in the industry. “It was so cozy to see these incredible people every week and get to know them so well even through a virtual meeting,” explained Roba. 

 

Arunima Tenzin Tara (India)


In Dinner by Ear, host Arunima Tenzin Tara gives listeners tips on preparing dinner in only 30 minutes. Arunima is currently testing out new recipes, developing quick versions of dinners she loves, and reading up on as much food history as possible. Still in the middle of her Sound Up program, all this preparation will allow her to start recording episodes as soon as it’s time. Her favorite part of the experience thus far has been determining why she was making this show and who her audience was. “I think this exercise was something that I enjoyed because it forced me to critically analyze my podcast concept and narrow the audience down to a very particular kind of person,” explained Arunima. “This focus has helped me gain clarity about the kind of recipes to include in the show.” As she moves into the next phase of the program, Arunima will have the chance to record sounds in the kitchen, create original music, and spend time perfecting her voice.

 

Shreya Dasgupta (India)

Shreya Dasgupta’s podcast, Imagined Tomorrow, features a variety of experts who use their backgrounds in science and technology to speculate on India’s future. Shreya is using the tools she learned in phase one of her Sound Up experience to prepare for a new season; she’s currently in the outlining, researching, and reporting process for upcoming episodes. So far, she’s had two favorite parts of the program. “The first has been getting to know such incredibly creative fellow podcasters,” said Shreya. “The second has been learning from the Sound Up mentors and others on the Spotify team who not only placed their faith in my idea, but have been super committed and enthusiastic about seeing my vision through.” Shreya will soon be entering phase two of her Sound Up experience.

 

Maickson Serrão (Brazil)


Maickson’s Pavulagem – Contos da Floresta (Pavulagem – Tales From the Forest) is a nonfiction podcast about Amazonian folklore stories. The creator is currently working with his team to map out the storyline for all 12 of the show’s episodes. “We’ll talk about creatures like Mãe da Mata (Mother of the Forest), a really famous legend here, but also unknown tales like the bird that eats people,” shared Maickson. “I have already interviewed some traditional storytellers. These people live off the many rivers in the region and are also elders from Indigenous people from the Brazilian Amazon.” During his Sound Up experience, Maickson appreciated how hands-on the program was while still allowing plenty of opportunity for creative freedom. “I hope that all participants from Sound Up become very successful and that the program continues to impact the lives of many other young talents in our country. Many stories need to be told of Brazil’s pluralities and blooming diversity,” said Maickson.

 

Samara Costa (Brazil)

ZUMBIR is a podcast that highlights Afrofuturist fictional tales. The creator, Samara Costa, is currently working on ideas for episodes, and that involves a lot of traveling. She recently visited Angola as part of her research. “The Angolan stories and myths made a big impact on me, especially the sound, mysticism, and lifestyle of young Angolans,” explained Samara. “I think that the combination of both Brazilian and Angolan references will be elements that will serve as a basis for the creation of some ZUMBIR episodes.” Her favorite part of the Sound Up experience was seeing her pilot episode come to life, from an idea on paper to a polished episode. “I was able to feel the voice of the characters, how they talk, walk, how they laugh, all through audio.… It was fantastic! All of this was created with the technical and emotional support of everyone involved in Sound Up, from mentors and organizers to friends that I made during the program.”

 

Caio (Brazil)

Raízes is a documentary podcast that tells the stories of Brazilian families. In the first season, Caio investigates his own origins in an effort to answer one question: Where did I come from? The Sound Up participant is currently working on producing the first season and has already written two scripts. “I’m betting that a lot of people will connect with the charisma of the characters and their stories,” shared Caio. For the next phase of his journey, the podcaster is hoping to continue telling tales from the people of Northeast Brazil. 

 

Lucas Moura (Brazil)

Lucas Moura’s Calunguinha, o cantador de histórias (Calunguinha, the Singer of Tales) is a fictional podcast that Lucas hopes will expand the imagination of Black children by sharing the history of Black people in both Brazil and around the world. Lucas is currently working on finalizing scripts and finding the right voices to make them shine. The creator’s favorite part of the Sound Up program was the artists he was able to meet with for the podcast. “We invited one artist (Lázaro Ramos) to participate in our podcast and he accepted,” explained Lucas. “There it became clear to me that Sound Up is a project that can help broaden my horizons.”

 

Peppa Smith (Australia)


Yaama Mama is a podcast created by Peppa Smith that focuses on parenting Indigenous kids. Through both serious themes and sarcastic commentary, the show examines and dismantles the way parents are taught to raise children in her community. Peppa is currently in research mode, working on collecting information to be used in her episodes. One of her favorite parts of Sound Up was the people she’s had a chance to meet. “There’s been meetings where I have met with some hugely clever and talented people in the industry,” said the podcaster. “I’ve also been lucky that the other members of the cohort for 2021 are a brilliant, funny, and incredibly good-looking mob.”

These creators and their stories are just a small sampling of the podcasts that are being developed through Sound Up. To learn more about the program and how it’s working to amplify underrepresented voices, visit Sound Up’s website.

En alianza con Spotify, la IBERO impartirá curso de periodismo narrativo en podcast

October 13, 2021

La escucha de podcasts ha crecido exponencialmente en años recientes y la oferta periodística es cada vez mayor. Así que no debe sorprender que más del 50% de los millennials y centennials mexicanos tienen al podcast en un rango más alto de confianza sobre medios tradicionales, incluyendo las noticias en televisión nacional, la radio y los periódicos, de acuerdo con el reporte Culture Next de Spotify.  

Es un hecho que el podcasting ha cambiado al periodismo, pero la formación de los futuros reporteros y profesionales para producir podcast sigue siendo relativamente escasa. Esto motivó el acercamiento de Spotify con IBERO con el fin de reunir a expertos en periodismo y audio digital para crear un curso que aporte las bases para cualquiera que desee incursionar en el formato.

Durante décadas, los estudiantes de comunicación se especializaron en áreas como televisión, radio, o el periodismo. La IBERO fue una de las primeras universidades en México que logró consolidar un proyecto radiofónico que ha tenido una influencia indiscutible durante varias generaciones.

Ahora que las reglas cambiaron y surgieron nuevos canales de distribución, los estudiantes de comunicación y de otros campos, además de entusiastas del audio, quieren entender el lenguaje del podcast y del streaming de audio porque sólo así podrán hablarle a su generación. 

Ese fue el punto de partida que reunió a Spotify y la IBERO para crear un primer curso con el objetivo de generar mayor interés en el formato y brindar mecanismos que permitan profesionalizar a esta naciente industria. 

El director de Comunicación Institucional de la Universidad Iberoamericana, Carlos Valle, celebró que, gracias a esta iniciativa de vinculación con Spotify, se abra la posibilidad para que personas que conozcan, se interesen o dediquen a la grabación de productos sonoros, puedan ampliar su contexto teórico y práctico y se especialicen en este campo de generación de contenidos para medios audiovisuales y digitales.

“En los próximos años, a medida que más y más personas se conviertan en creadores de audio, Spotify buscará que los mejores de ellos puedan alcanzar a su audiencia y construir sus carreras en nuestra plataforma,” dijo Javier Piñol, director de Spotify Studios para Latinoamérica. “Queremos ser el lugar donde educadores y emprendedores, narradores y periodistas puedan transformar la forma de contar historias a través del audio.” 

El curso en línea que inicia el 9 de noviembre y tendrá un mes de duración, consta de 25 horas de clases y 10 conferencias con reconocidos podcasters, periodistas, profesionales del audio como María Jesús Espinosa, directora de Audio de PRISA; Lucina Melesio, periodista y conductora de Un Poco de Contexto; Laura Ubaté, productora de Adonde Media; Gabriela Warkentin, titular de Así las Cosas  de W Radio y Al Habla de El País; Paulina Chavira, conductora en El Café de la Mañana; y Catalina May, creadora de Las Raras.  

“El audioperiodismo permite contar historias de largo aliento, ofreciendo foco y contexto, contando historias que identifiquen al oyente con la problemática suscitada,” dijo a For The Record, María Jesús Espinosa, Directora de Audio de PRISA. “Estoy convencida de que las grandes y mejores historias de investigación periodística se harán en formato audio.” 

Lucina Melesio, quien abordará en el curso el tema de la pre-producción para realizar un pòdcast narrativo, compartió que el mayor reto es mantener un balance entre documentarse bien pero de forma rápida y sin perder coyuntura, además de encontrar una forma original de contar historias para sorprender a los oyentes. 

“En este curso quiero que las personas sepan todo lo básico que siempre quisieron saber sobre podcast en español y que terminen con un abanico de referentes de narración sonora en nuestro idioma,” compartió Laura Ubaté, quien ha producido podcasts como Lado B. 

Al finalizar el curso, se abrirá una convocatoria para desarrollar cinco podcasts de investigación académica de la IBERO y las piezas seleccionadas contarán con asesoría de expertos de Spotify durante la producción. 

Para conocer más sobre el curso puedes visitar el sitio de la Ibero.

On the Latest Episode of ‘Spotify: For the Record’ Anchor Podcasters Share How They Bring Their Stories to Life

February 25, 2021

In 2019, Spotify acquired Anchor, a platform that makes it easy to hit the ground running in the podcast space. Podcasters around the world can access the platform’s creative tools, free content hosting, and distribution. Last year, we saw that 80% of the new shows on Spotify were made with Anchor. For beginners, the platform can help simplify the steps to getting published, while more experienced creators benefit from Anchor’s wide range of unique features, like including music straight from Spotify’s catalogue to make a Music + Talk show.

In the latest episode of our podcast, Spotify: For the Record, we explore how a variety of podcasters got their start using Anchor.

  • We follow along with Cassandra Bankson, a skincare expert and influencer, as she embarks on her journey to create her first podcast. From getting a microphone to learning how to upload episodes to Spotify, we follow along as her audio story comes to life.
  • Gael Aitor and Kayla Suarez, from the popular podcast Teenager Therapy, join us to share why their series is the perfect forum to highlight the struggles that come with being a teenager.
  • Rizky Ardi Nugroho, host of one of the top podcasts in Indonesia, Do You See What I See, shares how Anchor helped him start his show in 2018 (when he knew next to nothing about podcasting), and how he went from being a rice producer to a podcast producer. 

Michael Mignano, the cofounder of Anchor, also joins us to talk about the innovations that creators can expect to see in the near future. From audience poll functionality to an in-app Q&A format, the platform is opening up new forms of engagement for podcasters.

The episode concludes with a series of tips and tricks from each guest for aspiring podcasters. Ready to give it a listen? Check it out here.

President Barack Obama and Bruce Springsteen Join Forces in the New Podcast ‘Renegades: Born in the USA’

February 22, 2021

President Barack Obama and Bruce Springsteen first met back in 2008. Though the two have very different backgrounds and careers, they formed a deep friendship. Starting today, listeners can eavesdrop on their personal, intimate conversations in a new podcast: Renegades: Born in the USA.

The eight-episode series was announced today during Spotify’s Stream On event and is the second podcast to launch through Spotify’s partnership with President Obama and Michelle Obama’s Higher Ground. Over the course of the season, President Obama and Springsteen will explore topics of race, fatherhood, marriage, and the future of America.

Dollar Shave Club and Comcast will serve as the first season’s presenting sponsors in the United States.

The longtime friends discuss their hometowns and role models, explore modern manhood, and confront the painfully divided state of the country today—and offer a vision of how we can all move forward together. 

President Barack Obama asks in the introduction of the first episode of the podcast: “How did we get here? How could we find our way back to a more unifying American story?”

He then goes on to explain: “That topic came to dominate so many of my conversations last year—with Michelle, with my daughters and with friends. And one of the friends just happened to be Mr. Bruce Springsteen. On the surface, Bruce and I don’t have a lot in common. But over the years, what we’ve found is that we’ve got a shared sensibility. About work, about family and about America. In our own ways, Bruce and I have been on parallel journeys trying to understand this country that’s given us both so much. Trying to chronicle the stories of its people. Looking for a way to connect our own individual searches for meaning and truth and community with the larger story of America.”

The first two episodes are available exclusively to the hundreds of millions of Free and Premium Spotify users around the world now. Give them a listen:

 

 

 

Audio Brings New Dimension to the DC Comics Universe

February 22, 2021

In 2020, Spotify announced a multiyear agreement with Warner Bros. and DC for a slate of narrative-scripted podcasts that explore the stories of your favorite superheroes and supervillains. The first project, Batman Unburied, will be released later this year. The new original series is being executive produced by David S. Goyer (The Dark Knight Rises).

Today at Spotify’s Stream On event, Goyer joined Jim Lee, the Chief Creative Officer of DC, to give the world a look into how audio will bring a new dimension to DC’s universe of characters and stories. The duo discussed the prospect of the new Batman series alongside teasing other characters whose stories will be explored via audio, like Superman, Lois Lane, Wonder Woman, Joker, Catwoman, Katana, The Riddler, Batgirl, and Harley Quinn.

A New Era for Podcast Advertising

February 22, 2021

Over the last year, Spotify has made significant moves to modernize audio advertising. From the launch of Streaming Ad Insertion to the expansion of our self-serve ad platform, Ad Studio, to the acquisition of Megaphone, we’re committed to ensuring this industry reaches its full potential.

Today, we announced an exciting leap forward for audio advertising, creating a path for creators to earn more for their work while delivering greater impact for advertisers.

We believe that this space is primed for innovation as digital audio becomes an integral part of consumers’ daily routines worldwide. According to eMarketer, in the U.S., mobile time spent listening to audio content is now outpacing time spent on social media, video, and gaming.

It’s no secret that podcasts have played a pivotal role in the rise in audio consumption. Their intimate nature makes them an ideal medium for advertisers looking to connect with engaged listeners who are ready to learn, discover, or be entertained. Read on to learn about how we’re powering the next era of innovation for the entire audio advertising ecosystem.

Introducing the Spotify Audience Network

The Spotify Audience Network is a first-of-its-kind audio advertising marketplace in which advertisers of all sizes will be able to connect with listeners consuming a broad range of content. These include Spotify’s Originals & Exclusives, podcasts via Megaphone and Anchor, and ad-supported music. We’ll leverage our medium-defining technology to give advertisers the ability to reach our audience of hundreds of millions of listeners—at scale—both on and off Spotify. We are in the early stages of developing this offering and look forward to sharing more in the coming months.

 

Unlocking new features on Streaming Ad Insertion 

At the top of 2020, we unveiled Streaming Ad Insertion (SAI), which delivers the intimacy and quality of traditional podcast advertising with the precision and transparency of modern-day digital marketing. SAI introduced an entirely new set of data-driven insights to podcast advertising, including a full digital suite of planning, reporting, and measurement solutions. SAI is available in the U.S., Canada, Germany, and the UK, and we plan to launch in additional markets later this year. 

Over the past year, we have been refining SAI with our Originals & Exclusive content and now are ready to scale our innovation. We’re unlocking more product features, like audience-based buying, native ad placements, and reporting on creative performance, all of which play a key part in powering the Spotify Audience Network. Later this year, we’ll start to make this technology available to Megaphone podcast publishers and leading Anchor creators.

Simplifying podcast advertising with Spotify Ad Studio

The best way for advertisers to get started with Spotify Advertising is through our self-serve platform Spotify Ad Studio. Spotify Ad Studio makes streaming audio advertising accessible to advertisers of all sizes, from Fortune 500 brands to artist teams to local coffee shops. Through Spotify Ad Studio, advertisers have the power to reach our audience of hundreds of millions of listeners and leverage our streaming intelligence to ensure their message is heard by the right listeners, at the right moment.

Today, we’ll begin beta testing podcast ad buying on Spotify Ad Studio in the U.S. The introduction of podcasts to Spotify Ad Studio makes it simple for any advertiser to connect with engaged listeners at scale, whether they’re streaming their favorite podcast or discovering a new playlist.

These advancements—the Spotify Audience Network, Streaming Ad Insertion, and podcast buying via Spotify Ad Studio—will benefit creators, advertisers and listeners for years to come. We spoke to HBO Max’s Vice President of Growth Marketing, Katie Soo, to get her thoughts about how the streaming platform is leveraging Spotify as part of its marketing mix. 

“During the launch of HBO Max, our strategy was to expand our reach and align with digital audio to find entertainment seekers. We turned to Spotify, given its audio-first strategy, scale and cutting-edge technology, to address both of these key pillars,” noted Soo. “Our early campaigns have been successful, and we plan to continue partnering with Spotify to explore what’s possible in this growing medium.”

To learn more about these paradigm-shifting innovations, head over to Ads.Spotify.com.

‘Tell Them, I Am’ Higher Ground Podcast Brings Muslim Voices to the Forefront

February 22, 2021

Today, we announced Tell Them, I Am, the newest podcast in partnership with Higher Ground and Spotify.

The new season of the series, revealed at our Stream On event, is a compelling collection of narratives from Muslim voices—featuring activists, artists, actors, performers, and athletes. In each episode, listeners can tune in to hear thought-provoking stories that reflect the best of human nature. 

The podcast is hosted by Misha Euceph, a first-generation Pakistani American on a mission to make shows that inspire awe and push audio into uncharted territory. The new season is coming exclusively to Spotify and will launch the first day of Ramadan. Until then, check out some of the episodes from the first season below.

Spotify’s Anchor Innovations Are Bringing the Future of Audio to the Present

February 22, 2021

Over the past few years, our team at Spotify has unveiled several listening experiences that take you beyond the standard formats of playlists and podcasts. Your Daily Drive and The Get Up, for example, incorporate both music and the spoken word in dynamic settings, tailored to your day. But to truly unlock an ecosystem of new ways of listening, we knew we needed to enable the creation of new audio formats. So when we began testing Music+Talk shows last fall, we rolled out the listening experience alongside the ability to create this content—giving everyone the ability to curate music tracks directly into their storytelling. 

Platforms like Anchor and Spotify for Podcasters have enabled access to easier creation of podcasts. (In fact, Anchor accounted for 80% of the new shows on Spotify in 2020—that’s more than 1 million new shows.) And to truly build the future of audio, we want to give everyone the ability to take their creativity further, even beyond the existing concept of a podcast: to make audio experiences that have never before been possible. We think of these possibilities as the “future formats” of audio—and we believe that the best way to build an ecosystem of audio content is to enable its creation, by everyone. 

We began this journey with the rollout of Music+Talk shows and their corresponding creation tools in Anchor. But that was only the beginning. Today at Stream On, we shared several new and upcoming capabilities to enable the creation of future formats of audio. Read on to learn more.

Let your written words travel further with the Anchor + WordPress partnership

Today, we announced a new partnership between Anchor and WordPress to power opportunities for content creators to evolve their work and reach new audiences through the power of audio. With this new tool, available now, bloggers can publish their written content as a podcast with just a few clicks—and podcasters can create a website for their podcast just as easily. This offers a whole new group of creators—those who have historically focused on the written word—to access an entirely new audience via audio and share their voices on Spotify. Check out Anchor’s and WordPress’s blogs to learn more.

Cultivate direct connections with listeners via new interactivity features

Historically, podcasting has been a one-way street—from creator to listeners—with little opportunity for direct feedback. But with Spotify and Anchor, the creation and listening technology is brought together in the same ecosystem, allowing for a back-and-forth. This has enabled us to build interactivity features like Polls and Q&A, which we’ve been testing in partnership with a small beta group of creators. We will be widening that group to more users in the coming months, and creators can sign up here to express interest in participating in future tests of interactivity features.

Combine audio and visual storytelling with video podcasts

In the coming months, we’ll begin testing the ability for creators to add video to their podcasts when they publish via Anchor—meaning these creators will have the power to complement their audio with visual. We first began testing video podcasts on Spotify in July of last year and have since been iterating on the offering. Later this year, more creators can expect to access this feature as we expand the test via tooling that will live in Anchor.

New models for monetizing your work on Spotify

Going forward, we’ll also begin testing a capability for podcasters to explore new revenue streams through paid subscriptions supported by their listeners. Recently, some podcasters have started earning revenue by offering bonus content exclusively for paid subscribers—and soon they’ll be able to do the same on Spotify, where their content can easily be discovered by fans around the world. Creators can sign up here to learn more and express interest in this feature.

We’re excited about what’s to come, and to see creators take advantage of these new tools as they’re released over the coming months. Ready to experiment with your own future format now? Try out Music+Talk, a show format that allows creators to incorporate songs from Spotify’s music catalog directly into their storytelling. Find novel Music+Talk shows—including Maggie Rogers’ Notes from the Archive, Maluma’s Una Semana en Jamaica, and Hulu’s The Ultimate Playlist of Noise—in the Music + Talk hub on Spotify, and make your own show on Anchor.