Tag: Sound up

Spotify’s LA Recording Studio is a Creative Hub for Artists and Podcasters

December 22, 2022

Studio photos by Brad Devins and Sean Michon

When we talk about making Spotify the preferred destination for artists, we sometimes mean it figuratively—alluding to the reach of our platform, the programs we have for up-and-coming creators, and beyond. But when it comes to our LA office, At Mateo, we also mean it literally. Our hub in Los Angeles is a state-of-the-art music- and podcast-recording facility with doors opened wide to creators for audio innovation and celebration—and there’s something for every creator at every stage of their career. 

Chris D’Angelo, Spotify’s Head of Production & Studio Facilities, and William Garrett, Senior Music Producer/Studio Development Lead—two of the space’s biggest champions—have been thinking about how to best use the space since its inception. And now that it’s open, they’re realizing even more ways to make it attractive and accessible to creators well into the future. 

“When we first sat down to design the offices, we wanted to enable music, video, and audio production to happen right here at the Spotify offices in a really great environment,” Chris told For the Record. “And so we really talked a lot about who would be coming in and what type of artists, what type of creators, what the employees would need to do, and what the community that we were building in would want, need, or expect from us. We spent a lot of time thinking about how each constituent would need to use it.”

Read on to see how Chris, William, and the team’s thoughtfulness has come to create a space where creators feel at home. 

Let’s make music

Podcaster Wrapped Celebrates Podcast Creators and Their Fans in 2022

December 2, 2022

Earlier this week we revealed 2022 Wrapped, our annual campaign that brings creators and fans together around a shared love of all things audio. And to accompany it, we launched Podcaster Wrapped for creators. 

Podcaster Wrapped is our way to recognize achievements across our podcast creator ecosystem and offer a unique peek into user behavior and listening trends from the past year. And what a year it was! We were blown away by the amount of podcast content created: It would take you over 1,500 years to listen to every minute of the 25 million+ podcast episodes published in 2022. 

As we look back at all the meaningful moments that made up 2022—the milestones, big wins, and one-of-a-kind connection that brings creators and fans together—it’s clear there’s a lot to celebrate. 

More for listeners and creators to love

This year, we saw a more than 50% increase in podcast consumption. Over half of the billions of hours of content played in 2022 was newly published since January.

Meanwhile, we continued to build innovative tools that enable podcasters to create, grow, and monetize their content in new ways. We brought video podcasts to creators in over 180 markets so that listeners can enjoy a visual complement to content and creators have a new way to reach and connect with their fans. We also made it easier for creators to sound better with a new audio enhancement feature, and we expanded our interactivity capabilities by making Q&A and Polls available to creators around the world.

Getting to know you

We launched our first-ever Fan Study for podcasters, giving creators insights into fan behavior so they can make more informed decisions about how to grow their show. Through Fan Study, we learned things like fans who follow your podcast will listen to four times the number of episodes, and Gen Z’s podcast discovery is growing at twice the rate of other generations.  

We elevated dozens of emerging podcasters from around the world with programs like RADAR Podcasters and Sound Up, which both aim to spotlight up-and-coming creators and provide them with support to grow their audiences.

Near and far

And we continued to see that podcasts are truly global. Podcaster Wrapped showed us that the majority of podcasts published are listened to in more than one country, and we’re seeing impressive creation growth in Central and South America, specifically Colombia, Argentina, Guatemala, Ecuador, and Costa Rica. These countries saw a more than 50% increase in new shows created between 2021 and 2022. The top markets in terms of shows published are the U.S., Brazil, Mexico, Indonesia, and India. 

We love seeing creators grow and hit their strides, and we’ll continue to build programs and tools to help podcasters of all kinds find success in 2023 and beyond.

The Brand-New Podcasts (and Your Returning Faves) Being Released From France

September 20, 2022

The fall season is upon us and that means our 2022-2023 lineup of French podcasts is ready to share. Continuing our ongoing support of French audio creators, we have a full slate of shows that will excite and engage fans. With the 12 Spotify Original podcasts returning for a new season, fans will also say bonjour to two new podcasts, including a video podcast from Gen Z star Léna Situations.

So what can listeners expect? Here’s a look at the full slate of French-language podcasts debuting and returning this fall through spring next year:

What’s New 

Canapé 6 places, premiering October 20

Social media superstar and author Léna Situations will make her grand entry into the podcasting world by giving fans an intimate look at her life through interviews and conversations with this weekly podcast that combines audio and video.

Backstory, premiering January 2023

Gloire Savula Mbongo (aka Regloi) gives you the inside scoop on some of your favorite songs by exploring the meaning behind their lyrics and decrypting the historical aspects infused within them.

Coming back 

Six New and Returning Shows From Spotify Sound Up Alums

April 29, 2022

6 podcast covers from shows that have come out of Spotify's Sound up program on a yellow background

Four years ago, Spotify originated a program called Sound Up to amplify women-of-color podcasters in the U.K. and arm them with the skills to create their own podcasts. That program transformed into an annual opportunity with a presence in 12 markets—Japan, Italy, the U.S., U.S. LatinX, India, Mexico, Australia, Sweden, the U.K., Germany, Brazil, and Argentina—and even prompted a new U.S. iteration geared toward creating high-quality content and co-listening experiences for kids and families.

Over the course of each four-week immersive experience (some in person, some virtual), the participants hone their storytelling skills, get more experience in audio production, and enjoy the chance to workshop their ideas. They walk away with educational resources, technical support, and pivotal relationships with fellow podcasters. Plus, 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. 

Ever since, Sound Up alumni have brought new, innovative shows to Spotify—Dope Labs, Search Engine Sex, and FOGO: Fear of Going Outside are just a few that have entertained and informed listeners. Get to know the four newest shows—and two returning podcasts—from Sound Up alumni. 

The Newest Sound Up Shows

Lyssna Tjejer — Roba Kadhem (Sound Up Sweden 2020)

Directly from Malmö, Sweden, Roba Kadhem and her friends invite us to a fast-paced podcast with the craziest gossip from Pink Room, Scandinavia’s largest Facebook group for young women. In Lyssna Tjejer (Listen Girls) they discuss current topics, delve into crazy Facebook threads, test things, and learn things—while saying exactly what they think of it all! A filterless, entertaining, and engaging podcast for all women, you won’t want to miss Lyssna Tjejer. 

Kärleks Haverier — Aida Paridad (Sound Up Sweden 2020)

Like an odyssey dedicated to everything that can and has gone really bad in relationships, Kärleks Haverier, or “Love Crashes,” dives deep into the equally fantastic and terrible subject of love. With the help of research and popular culture, Aida Paridad analyzes her friends’ misfortunes to understand how society, history, and the present affect Stockholmers in their relationship building. Let yourself be guided by a safe and slightly manic hand into the jungle of dating, relationships, and . . . love affairs! 

Välkommen till Ön — Fatima Hellgren Camara (Sound Up Sweden 2020)

People exhibit disgusting habits, sick behaviors, and worthless personalities all the time. But is that reason enough to send them to a desert island? Fatima Hellgren Camara says yes.

In the podcast Välkommen till Ön, or “Welcome to the Island,” hear host Fatima, a happy cynic, and her sidekick, Olle, talk about troubling people and their habits and who ultimately deserves a place on a desert island, far away from the rest of us. Välkommen till Ön is a safe haven for anyone who bites their lip when people say “I really love true crime” and those who have clenched their fists in their pockets when someone on the bus has talked on the phone on speaker! Those looking for beautiful contempt can find it here. 

Looking for Esther — Esther Robertson (Sound Up UK 2019)

Looking for Esther is a Spotify Original podcast that follows Esther Robertson’s journey to piece together her past and her identity. Esther was adopted at birth and had three different names before she turned three, and this podcast is a powerful and personal memoir of her real-time search for answers, memories, and her birth mother. You can read the full For the Record interview with Esther here. 

Beloved Shows With New Seasons 

Masala Podcast — Sangeeta Pillai (Sound Up UK 2018)

Season four of the fiercely feminist Masala Podcast returns with Sangeeta Pillai chatting with international comedian and TikTok star Zarna Garg. Zarna describes herself as an Indian immigrant wife, mom, lawyer, screenwriter, producer, stand-up comedian, and overbearing Indian auntie. In this episode, the hosts explore how womxn need to be valued (and paid!) for their time and efforts. They also discuss how South Asian women can really own their own voices. Masala Podcast is a Spotify Original podcast and was the winner of the British Podcast Awards for 2020 and 2021. 

You Heard Me Write — Kacie Willis (Sound Up US 2019)

Treat your ears to 30 original pieces of prose, music, and sound design never heard before. Season 2 of You Heard Me Write features artists collaborating on a multimedia group project without having any knowledge about the identities of their counterparts. Only after the project’s completion are the artists introduced to one another in a salon-style roundtable discussion. There they explore the roles of creativity and anonymity and the power of connection among people from different walks of life. It’s hosted by Sound Up alum Kacie Willis, and you can read the full For the Record interview with Kacie from the launch of season 1 here. 

Like what you hear? Stay tuned—there’s always new Sound Up shows coming to Spotify.

In ‘Looking for Esther’ One Woman Searches for Answers to Her Past

April 25, 2022

the cover art for the podcast looking for esther

Esther Robertson wasn’t born an “Esther.” In fact, the Scottish woman had three different names before she was three years old. This is just one of the unusual circumstances surrounding Esther’s adoption—and readoption—in the 1960s. Now, in a new Spotify Original podcast, Looking for Esther, she’s ready to discover the truth about her past.

The idea for the series was born out of Spotify’s 2019 Sound Up program, in which Esther was a participant. During the intensive, weeklong U.K. program, Spotify provides education, mentorship, and support to train the next generation of underrepresented voices in podcasting. Esther used this time to polish the idea for her podcast, learn from other successful podcasters, and even acquire hands-on experience with the equipment that would help bring her voice to life.

Over the last two years, Esther and Gayle Anderson, the series writer, executive producer, and Esther’s partner, have been on a search for the answers that make up Esther’s past. What they found is detailed in the eight-episode series. “What a journey it’s been working with Esther Robertson on bringing her remarkable story to life,” shared Natalie Tulloch, Sound Up Global Lead. “Our longstanding Sound Up program is all about supporting underrepresented voices in podcasting—whether in front of or behind the mic. We are so excited that the world finally gets to listen to her remarkable story.”

For the Record had the opportunity to chat with Esther about her personal journey and the challenges she faced along the way.

What prompted you to embark on this journey to discover more about your past?

A cancer diagnosis in 2018. I was told that I had stage four ovarian cancer. It was a huge shock and it gave me time to reflect on my life. I found I had a few regrets and one of my biggest regrets was not finding my birth mother. I’d made a few attempts to trace her over the years, but every time I tried, it opened up another can of worms. I suppose I was too afraid to follow it through. But this time it was different. The way I see it is, if you can face up to cancer, you can face up to pretty much anything. I’m currently in remission, by the way, and loving life.

Considering how much time had elapsed since your adoption, what challenges did you face as you searched for answers?

I had a bag full of old social work notes that I’d been given when I was in my early twenties and pretty much nothing else. I didn’t even have any pictures of me as a baby and I still don’t. Gayle and I had to basically become private investigators to try to piece the jigsaw together. This was made even more challenging as a lot of it was done during COVID restrictions. We contacted the social work department, the Church of Scotland, the Moving Image Archive of the National Library of Scotland, and hundreds of other people and organisations. I reconnected, too, with my siblings, the Robertsons, and also my Uncle Eddie Lindenberg. They were all really helpful and were able to shed light on a lot of things—but not by any means everything. 

a school photo of esther robertson at the age of 11 or 12What made you want to document your story in a podcast format?

Because I feel that it’s a very powerful medium and this is a very powerful story. The immediacy of it would allow listeners to join me on my journey, share my happiness and my disappointments along the way. They’d get a sense of the urgency of this real-time search for my mum. I’m a huge podcast fan and listen to hundreds of them. I was working on an outline for a podcast series for my story when I happened to read a tweet about Sound Up U.K. in 2019. The rest, as they say, is history!

The series writer and executive producer is your partner, Gayle Anderson. What was it like working on this project with someone you’re so close with? 

I’m not going to lie, we both found it extremely challenging at times. We’ve been together over 13 years. Getting through the cancer diagnosis and treatment had made our relationship stronger, but we did need to draw on those reserves to get us through making the podcast series. To keep it real and demonstrate just how much stress we were under, we even use a phone conversation of one of our rows in an episode. I’d accidentally recorded and we just decided to put it in. We’re totally fine now, of course, and we have zero regrets about doing it. We’re both very, very proud of what we’ve managed to produce. 

What advice do you have for anyone else who’s been in a similar situation and feels they either don’t belong or have unknowns about their past?

My advice would be, don’t be afraid to face up to the truth. It’s better to know than not to know. A sense of identity is vital. Without it, life can feel so rootless, so transient. Be yourself and speak your truth. And remember, it’s never too late to begin your journey.  

If you could rewrite the adoption or foster care systems, what are some of the changes you would make to help kids today have easier access to their histories? 

Huge changes have already been made. We talk to social workers in the podcast to find out if what happened to me in Scotland in the early 1960s could happen now, and we’re pleased to report that it definitely couldn’t. There’s a whole system of checks and balances to ensure that everyone understands the child’s circumstances and identifies the right solution for them. If that’s adoption then that’s absolutely great, but prospective adopters now require a real understanding of the impact adoption might have on a child. The preparation prospective adopters go through is really thorough. These days, many adopted children also receive “later life letters.” These are written by social workers to a child who’s being adopted to help the child make sense of their past. But they’re kept and read later in the child’s life when they’re old enough to process it all. What a wonderful idea! 

esther robertson as a flower girlCan you tell us about your experience with the Sound Up program? What part of it did you find the most valuable?

It was a week of intense podcast boot camp—but I loved it. My cohort was full of creative, talented, and super supportive women. There was a real feeling of camaraderie. Hearing their personal stories and listening to their pitches was incredibly inspiring. 

Learning to pitch was invaluable. Things like, how to get your idea across clearly and concisely, how to make it stand out, and how to make it memorable. We received lots of advice on this from established podcasters such as Tolly T from The Receipts and Chantelle Miller from the Island Girls Rock Podcast. How to use the Zoom H5 recording equipment that was supplied was incredibly important too—we recorded all of Looking For Esther on it. I left the week exhausted but with renewed confidence and determination to make Looking For Esther happen.

Now that you’ve wrapped this podcast, what are you looking forward to working on next?

First of all, this has been super emotional so I’m planning a looooooong break. Gayle and I are off to Turkey for six whole weeks in early June. We can’t wait. I’m hoping that my next project could be to trace my birth father. All I know is that he was an African American Air Force man called Bob Hubbard who was based in Scotland in 1960-1961. I do a shout-out for information on the podcast and I’m hoping it leads somewhere. I still very much need to find out about my paternal heritage.

 

Join Esther on her journey by streaming the first episode of her podcast below:

Dispatches From Our 2021 Equity & Impact Report: Equity

April 4, 2022

We always say that Spotiy reflects culture—but we are also shaped by it. And that means it’s important for us to ensure that both our platform and our company reflect the very best of the culture for the good of our listeners, employees, and planet. We do this through employee resource groups and mental health offerings, sustainability initiatives, and the representation of a diverse set of voices on our platform—as well as much more. 

We take stock of all this every year in our annual Equity & Impact Report. There’s a lot to read, so we broke it out into a few key takeaways from some of our leaders who spend their days ensuring our purpose translates into actions. 

Read on for a discussion with Senior Director of Diversity, Inclusion, and Belonging Travis Robinson and VP, Global Head of Equity and Impact Elizabeth Nieto on equity at Spotify in 2021. You can also read about our impact work throughout the year. 

In the 2021 Equity & Impact Report, we say that one part of our mission is to create positive impact in the communities we touch. What are some examples of Spotify fulfilling that mission in 2021?

Travis: We’ve been on this journey for a while, and I’m excited to see the progress we’re making toward our mission on making that impact. When I think about the impact we have on our communities, internally and externally, I know we are also impacting the critical industry actors—being those in tech, media, creators, or artists. 

When it comes to workforce representation, we saw positive progress forward in our internal workforce representation of Spotifiers from underrepresented communities. This goes beyond U.S. race and ethnicity, but also gender representation in a variety of locations and disciplines, such as women in technology. This has been a consistent effort of our team across inclusive hiring and diversity recruiting efforts.  

In 2021, our cross-functional working groups that focus on DIB (diversity, inclusion, and  belonging) within their specific business areas made positive strides. In our marketing organization, the Freemium Marketing Equity Initiative (FMEI) began the work of training all U.S. marketers in inclusive storytelling. Their core focus is reducing bias and stereotypes and eliminating microaggressions through our marketing campaigns. In 2022, we will be expanding this effort with our content organization while expanding focus on creator diversity. In addition, the work the FMEI team did showed an increase in marketing spend with Black-owned or operated creative agencies.  

One final example of the internal impact is through the road map created by our Racial Equity Coalition. Every year they develop and implement our BLK Workforce Development Conference, which is focused on providing a unique experience for our Black employees across the world. It emphasizes conversations on professional development, industry engagement on the amplification for Black creators, and the opportunities collectively we can focus on to improve the Black experience in the workplace. In 2022, we are looking forward to going deeper with a specialized workforce development conference for Black employees in Europe.

How did we make strides to make Spotify a more equitable company for our band members in 2021?  

Elizabeth: As Travis mentioned, we’ve made strides in workforce representation by intentionally focusing on the hiring process. We developed an inclusive interview training comprehensive program for interviewers. The 16-module series is based on the expertise of behavioral change specialists from MindGym, a group dedicated to psychology-based organizational transformation. It provides a foundational knowledge on what inclusive hiring means, the recruitment process (with an emphasis on inclusion), and how to create a more inclusive selection process. 

In the last year, we also introduced Inclusive Hiring Talks in the U.S. to address racial disparity issues and engage in conversations around what it means to be a Spotifier in the U.S. With a focus on aligning people on shared experiences, Inclusive Hiring Talks helped us understand why inclusivity is important and why all candidates are worthy of consideration.

We also designed and implemented Raising the Volume, our first Spotify-branded virtual recruiting conference. Raising the Volume is geared toward women and nonbinary professionals in audio, media, and technology. This conference was designed to inspire, teach, motivate, and attract talent to Spotify with the hope that attendees would leave feeling empowered to raise their voices and make bold moves.

How did we make strides to make Spotify a more equitable company for creators in 2021?  

Elizabeth: In May, we unveiled Frequency, a global initiative and holistic destination for celebrating Black art, entertainment, creativity, culture, and community both on and off platform. Frequency marks an extension of Spotify’s ongoing commitment to and investment in Black voices. Through the rollout of new content, cultural partnerships, and an ambassador program, Frequency aims to further connect the Black community to upcoming and established Black creators. 

We also launched the intertwined“Raising the Frequency Ambassador program, which offers a $50,000 scholarship to Black college students aspiring to pursue careers in music and tech. The program also provides donation matches of $25,000 to select community organizations and a songwriting camp to connect artists, producers, and songwriters. 

And finally, we have seen the work of equity and increased opportunities for people of color through efforts in our Spotify Talk Studios organization. Through the work of our SoundUp team, Behind the Mic was launched in 2021 to expand opportunities to members of underserved communities aspiring to careers as podcast producers, sound engineers, and other behind-the-scenes roles in podcasting.  

While we are continuing to build stronger community and belonging for all Spotifiers, we are proud of the progress in diversity, inclusion, and belonging and the many teams across Spotify that are committed and collaborating with us.  

Read the full 2022 Equity & Impact Report here. You can hear more from our leaders on our work in impact.

Spotify’s Sound Up Program Seeks Aspiring Podcasters To Create Shows Geared Toward Kids and Families

March 8, 2022

Since 2018, Spotify’s Sound Up program has worked with underrepresented creators to help them develop their podcasting skills and grow audiences. To date, Sound Up has launched in 12 markets—including Japan, Italy, the U.S., U.S. LatinX, India, Mexico, Australia, Sweden, the U.K., Germany, Brazil, and Argentina—and has offered participants educational resources, technical support, and opportunities to build relationships with fellow podcasters. 

Along the way, Sound Up alumni have gone on to create award-winning shows while Dope Labs, FOGO, Search Engine Sex, and You Heard Me Write have all ranked on Spotify’s podcast charts. 

For its latest iteration, Sound Up will be working with 10 up-and-coming podcasters in the U.S. who create high-quality content geared toward kids, families, and co-listening experiences. With the U.S. population growing ever more diverse, family content from underrepresented creators is needed now more than ever. Sound Up is on a mission to discover and elevate those voices.

So what can you expect from Sound Up Us: Kids & Family 2022 edition? Check out these four fast facts:  

1. Up to 10 underrepresented creators will be part of the program for five months

Those selected for the program will go through a three-phase immersive experience where they will hone their storytelling, get more experience in audio production, and workshop their ideas around creating high-quality content for families. Along the way, they’ll receive support and guidance through in-person training and virtual workshops while also having access to all of the technology and tools needed to succeed. 

2. This is the first family-focused iteration of Sound Up

After launching a sports-focused program in the U.K. earlier this year, Sound Up is now turning its attention to families. Why? Simply put, co-listening is an increasingly great way for kids and their families to spend quality time together while enjoying content that is educational and entertaining. Sound Up wants to continue to support this trend by allowing underrepresented creators with fresh perspectives to deliver more content to listeners in this space.

“We are so excited to launch our very first genre-specific programs this year. We are always adapting the program to reflect the changes in the medium and with our focus internally on Kids & Family it just made sense to expand our curriculum,” said Natalie Tulloch, Global Lead of Sound Up at Spotify.

3. Creators will work with top professionals

Sound Up’s longtime partner and collaborator Rekha Murthy, an independent podcast strategist, along with Dawn J. Fraser, a professional storyteller and communications coach, will be facilitating this program, giving participants the chance to collaborate closely with some of the best in the industry. 

“Our hope is that we will be able to bring experts from the field of childhood development in conjunction with our amazing facilitators and podcast experts into the classroom to help participants tell stories that connect with their audience,” Natalie explained.  

4. Participants will create their own pilot episodes 

In order for participants to put what they’ve learned about the art and strategy of podcast creation and development to the test, they will create their own fiction or nonfiction pilot episode that accounts for kids’ intellectual and emotional well-being, and allows families to listen together.

Sound Up is accepting applications for this program now through April 8. On March 24 at 3 p.m. EST, Dawn, along with Spotify Head of Kids Audio Content Verdell Walker, will host a Q&A session on Spotify Greenroom to answer any questions applicants may have. For more on application requirements, be sure to click here.

For more information on Sound Up, and to check out the incredible podcasts that Sound Up alumni have created so far, check out the official Sound Up website.

Programa Sound Up, do Spotify, Continua Trazendo Vozes Diversas Para Podcasts

March 4, 2022

Desde o seu início em 2018, o programa Sound Up, do Spotify, ajudou criadores  sub-representados a colocar o pé – e o microfone – na porta da podosfera. O objetivo do programa é diversificar as vozes no espaço de áudio, fornecendo oportunidades educacionais, recursos e acesso a especialistas do setor aos participantes. Os graduados do Sound Up em outros mercado, como Estados Unidos e Austrália, já lançaram programas populares que foram classificados nas paradas de podcast do Spotify, incluindo Dope Labs, Search Engine Sex, You Heard Me Write, e FOGO: Fear of Going Outside.

Agora, quatro anos após sua criação, o Sound Up foi lançado em 12 mercados (Japão, Itália, Estados Unidos, LatinX, Índia, México, Austrália, Suécia, Reino Unido, Alemanha, Brasil e Argentina) e ajudou centenas de graduados a encontrar oportunidades na criação de podcasts.

Como funciona o Sound Up? Em cada mercado, 10 participantes são selecionados para fazer parte do programa. Os criadores passam por uma experiência imersiva virtual ou presencial, na qual aprimoram sua narrativa, obtêm mais experiência na produção de áudio e têm a chance de desenvolver suas ideias. Após o término da sessão, os participantes continuam a receber apoio do Spotify durante todo o ano, enquanto criam um piloto profissional de sua ideia, que tem a oportunidade de se tornar um Original Spotify.

Em 2020, à medida que pessoas ao redor do mundo alteravam seu estilo de vida com base nos protocolos de distanciamento social e nos riscos do COVID-19, o Sound Up também teve que se adaptar. “Foram dois anos incrivelmente difíceis em que, globalmente, tivemos que ajustar o programa aos treinamentos virtuais”, compartilhou Natalie Tulloch, Líder Global do Sound Up. “Mas também tivemos a chance de ver histórias maravilhosas começarem a tomar forma, e agora que lançamos novos podcasts, é incrivelmente gratificante.”

O For the Record viajou pelo mundo para conferir alguns dos participantes atuais e recém-formados do programa para saber mais sobre suas experiências e os podcasts que estão criando.

Maickson Serrão (Brasil)

Pavulagem – Contos da Floresta, de Maickson, é um podcast de não ficção sobre histórias do folclore amazônico. O criador está atualmente trabalhando com sua equipe para mapear o enredo de todos os 12 episódios do programa. “Vamos falar de criaturas como a Mãe da Mata, uma lenda muito famosa aqui, mas também de contos desconhecidos como o pássaro que come gente”, compartilhou Maickson. “Já entrevistei alguns contadores de histórias tradicionais. Essas pessoas vivem dos muitos rios da região e também são anciãos dos povos indígenas da Amazônia brasileira.” Durante sua experiência no Sound Up, Maickson apreciou como o programa era prático, enquanto também permitiu muitas oportunidades de liberdade criativa. “Espero que todos os participantes do Sound Up tenham muito sucesso e que o programa continue impactando a vida de muitos outros jovens talentos em nosso país. Muitas histórias precisam ser contadas sobre as pluralidades e a diversidade florescente do Brasil”, disse Maickson.

 

Samara Costa (Brasil) 

ZUMBIR é um podcast que destaca os contos de ficção afrofuturistas. A criadora, Samara Costa, está atualmente trabalhando em ideias para episódios, e isso envolve muitas viagens. Ela visitou recentemente Angola como parte de sua pesquisa. “As histórias e mitos angolanos tiveram um grande impacto em mim, especialmente o som, o misticismo e o estilo de vida dos jovens angolanos”, explicou Samara. “Acho que a combinação de referências brasileiras e angolanas serão elementos que servirão de base para a criação de alguns episódios de ZUMBIR.” Sua parte favorita da experiência Sound Up foi ver seu episódio piloto ganhar vida, de uma ideia no papel a um episódio polido. “Pude sentir a voz dos personagens, como eles falam, andam, como riem, tudo pelo áudio… Foi fantástico! Tudo isso foi criado com o apoio técnico e emocional de todos os envolvidos no Sound Up, desde mentores e organizadores até amigos que fiz durante o programa.”

 

Caio dos Santos (Brasil)

Raízes é um podcast documental que conta histórias de famílias brasileiras. Na primeira edição, Caio investiga suas próprias origens em um esforço para responder uma questão: De onde eu vim? O participante do Sound Up está atualmente trabalhando na produção da primeira edição e já escreveu dois roteiros. “Eu aposto que muita gente se conectará com o carisma dos personagens e suas histórias”, compartilhou Caio. Para a próxima fase de sua jornada, o podcaster espera continuar contando contos do povo nordestino. 

 

Lucas Moura (Brasil)

O podcast de Lucas Moura, Calunguinha, o cantador de histórias é um podcast fictício que espera expandir a imaginação de crianças negras compartilhando a história dos negros no Brasil e no mundo. Lucas está atualmente trabalhando na finalização de roteiros e encontrando as vozes certas para fazê-los brilhar. Sua parte favorita no programa Sound Up foram os artistas com quem conseguiu se encontrar para o podcast. “Convidamos um artista (Lázaro Ramos) para participar do nosso podcast e ele aceitou”, explicou Lucas. “Ali ficou claro para mim que o Sound Up é um projeto que pode ajudar a ampliar meus horizontes.”

 

Gigi (Reino Unido)

Gigi acabou de terminar o programa e está trabalhando em seu podcast Journeys With Grace, que é uma história de descoberta imersiva e independente. Da narrativa aos detalhes de direitos autorais, a experiência de Gigi no Sound Up trouxe muitos novos conhecimentos sobre a indústria. Sua parte favorita do processo foi desenvolver o trailer e o episódio piloto. “Cobrir meu trailer com paisagens sonoras e adicionar áudio atmosférico aqui e ali foi divertido para mim – um pouco estressante e divertido”, explicou o podcaster. “Sou criativo, então, ver minha visão se concretizar foi um momento super legal. Esse sentimento é insubstituível.” Agora, seu foco é desenvolver o roteiro e encontrar uma maneira de convidar os ouvintes para o seu programa de maneira íntima. “Estou ansioso para o processo, para minha visão estar aí para todos e o podcast encontrar e ressoar com as pessoas que deveria.”

Para criadores do Reino Unido e da Irlanda interessados ​​no programa Sound Up, as inscrições estão abertas até 14 de março de 2022. Envie sua inscrição aqui.

 

Fatima Hellgren Camara (Suécia) 

Podcast de Fatima Hellgren Camara, Välkommen till Ön (Bem-vindo à Ilha) é um olhar cômico sobre pessoas irritantes e seus hábitos frustrantes. Toda semana ela discute essas pessoas e se elas devem ser enviadas para uma ilha deserta muito, muito distante. A série acaba de terminar sua segunda temporada, durante a qual Fátima aprendeu a editar e produzir seus próprios episódios. Sua parte favorita do Sound Up? “Ter tido a oportunidade de aprender um conjunto de habilidades totalmente novas”, compartilhou a apresentadora. “No entanto, minha parte favorita foi me familiarizar com o equipamento técnico.”

 

Roba Kadhem (Suécia) 

Atualmente em sua terceira temporada, Lyssna Tjejer (Listen Girls) é um podcast co-hospedado por Roba Kadhem e Aya Said. No programa, as duas discutem temas do Pink Room, o maior grupo de mulheres do Facebook da Escandinávia. Por meio do Sound Up, Roba experimentou um maior senso de comunidade entre outras pessoas do setor. “Foi muito aconchegante ver essas pessoas incríveis todas as semanas e conhecê-las, mesmo por meio de uma reunião virtual”, explicou Roba.

 

Arunima Tenzin Tara (Índia) 

Em Dinner by Ear, a apresentadora Arunima Tenzin Tara dá dicas aos ouvintes sobre como preparar um jantar em apenas 30 minutos. Atualmente, Arunima está testando novas receitas, desenvolvendo versões rápidas de jantares que ela adora e lendo o máximo possível sobre a história dos alimentos. Ainda no meio de sua participação no Sound Up, toda essa preparação permitirá que ela comece a gravar os episódios assim que chegar a hora. Sua parte favorita da experiência até agora foi entender por que ela estava fazendo esse show e quem era sua audiência. “Acho que esse exercício foi algo que gostei porque me obrigou a analisar criticamente o conceito do meu podcast e restringir a audiência a um tipo muito particular de pessoa”, explicou Arunima. “Esse foco me ajudou a ter clareza sobre o tipo de receitas a serem incluídas no programa.” À medida que avança para a próxima fase, Arunima terá a chance de gravar sons na cozinha, criar músicas originais e passar um tempo aperfeiçoando sua voz.

 

Shreya Dasgupta (Índia)

O podcast Imagined Tomorrow, de Shreya Dasgupta, apresenta uma variedade de especialistas que usam seus conhecimentos em ciência e tecnologia para especular sobre o futuro da Índia. Shreya está usando as ferramentas que aprendeu na Fase Um de sua experiência no Sound Up para se preparar para uma nova temporada; atualmente ela está no processo de delinear, pesquisar e reportar processos para os próximos episódios. Até agora, ela teve duas partes favoritas do programa. “O primeiro foi conhecer podcasters incrivelmente criativos”, disse Shreya. “O segundo foi aprender com os mentores do Sound Up e outros da equipe do Spotify, que não apenas depositaram sua fé na minha ideia, mas também foram super comprometidos e entusiasmados em ver minha visão.” Shreya em breve entrará na Fase Dois de sua experiência no Sound Up.

 

Peppa Smith (Austrália)

Yaama Mama é um podcast criado por Peppa Smith que se concentra na paternidade de crianças indígenas. Por meio de temas sérios e comentários sarcásticos, o programa examina e desconstrói a maneira como os pais são ensinados a criar os filhos em sua comunidade. Peppa está atualmente em um momento de pesquisa, trabalhando na coleta de informações para serem usadas em seus episódios. Uma de suas partes favoritas do Sound Up foram as pessoas que teve a chance de conhecer. “Tive reuniões em que encontrei pessoas extremamente inteligentes e talentosas na indústria”, disse a podcaster. “Também tive a sorte de que os outros membros da turma para 2021 são uma multidão brilhante, engraçada e incrivelmente bonita.”

 

Esses criadores e suas histórias são apenas uma pequena amostra dos podcasts que estão sendo desenvolvidos por meio do Sound Up. Para saber mais sobre o programa e como funciona para amplificar vozes sub-representadas, visite o site do Sound Up.

Spotify’s Progress Toward Racial Equity: Reflections, Commitments, and Updates for the Year Ahead From Elizabeth Nieto and Spotify’s Equity and Impact Team

February 28, 2022

Each year, as Spotify celebrates Black History Month, we are offered an opportunity to take stock of how we are doing as a company when it comes to our work in the pursuit of racial equity. This February marks my first as Spotify’s Global Head of Equity & Impact, and it comes at a time when the company has faced new challenges as we learn and grow and the landscape evolves around us.

Making real and sustained progress has never been easy. Spotify understands the need for hard work, true reflection, and real accountability and we view our anti-racism efforts as an ongoing journey as we strive to live our values, both internally and externally. We are committed to fighting systemic racism and doubling down as this work advances. And while we still have plenty to do, we are making progress. That’s why, at each step of the way, we are looking to partners, employees, and creators to help guide our actions for the long term. 

We also understand the need to regularly communicate the progress we’ve made and identify actions that will build upon it in the years ahead. As we close out Black History Month in the U.S., we recognize the need to do more to combat racism around the world. 

So today, members of the Equity and Impact team—that’s me, Elizabeth Nieto, alongside Travis Robinson, Global Head of Diversity, Inclusion & Belonging, and Christopher Kenny, Diversity, Inclusion & Belonging Lead, Racial Equity Strategy—are sharing updates of both work we’ve done and work that’s underway across our global markets in the pursuit of racial equity. 

This is but a snapshot of our focus areas in our ongoing commitment to fostering an anti-racist culture at Spotify. And while we know we are not perfect, we remain unwavering in our approach and commitment to making meaningful change and progress as a company. 

With gratitude,

Elizabeth, Travis, and Christopher 

Deepening dynamic relationships with racial equity partners

We continue to collaborate with our external racial equity partners to inform how we can best leverage our brand and platform to mitigate systemic racism. Those conversations will inform our strategies for the year ahead and beyond. As one example, we support the healing and growth of our Spotify community through our partnership with Brooklyn Minds, a mental health organization. Brooklyn Minds facilitates sessions for employees who’ve been impacted by racial trauma. We also provide individualized support through our employee assistance program.

Focusing on giving to organizations with measured impact for the Black community

As we shared last April, Spotify’s Racial Equity Donations & Giving Program has committed $10 million—including the matching of $3 million from Spotify employee donations around the world—to over 300 organizations. The remaining $7 million has been donated to more than 15 organizations dedicated to inspiring, connecting, and elevating the next generation of Black voices and creators. This will be an annual commitment through our Racial Equity Donations & Giving Program. We also recently announced the creation of 28 scholarships to Black HBCU students, in partnership with UNCF (the United Negro College Fund).

Formalizing Spotify’s Creator Investment Fund

Over the last several years, Spotifiers have built initiatives to identify, support, nurture, amplify, and celebrate the many voices of creators who deserve to be heard. Much more must be done to further this existing body of work, which is where our recently announced $100 Million Creator Investment Fund comes in. It’s important that we continue to create new avenues of support to champion artists, songwriters, and podcast creators from diverse backgrounds. Spotify can help them build their own businesses by establishing passionate fan bases and substantially growing their reach.

There’s great excitement for this work, with many ideas and questions about next steps we must take. While it’s critical to move swiftly, we also understand it will take time to get this work right. Spotifiers from teams including Music, Podcasting, and Equity & Impact are co-developing plans and working closely alongside our creator and industry partners for input. We’ll share early plans with our ERGs (employee resource groups) for their input and further refinement.

We have identified an initial list of the existing programs and opportunities where we think these funds can be put to work quickly, including adding incremental support to the ongoing work of Frequency, Sound Up, EQUAL, and Pride, among others. Additionally, we will dedicate talent and resources to help lead this global effort. We will work with internal teams and outside organizations to establish new programs focused on areas such as studio space, creator tools, marketing and PR support, coaching, and mentorship.

Expanding and scaling our current Black creator and consumer engagement brands

Last May, when Spotify launched Frequency—our global initiative and holistic destination for celebrating Black art, entertainment, creativity, culture, and community both on- and off-platform—we did so with a mission to create a space that represents the wide spectrum of Black artistry. Since then, listeners have tuned into Frequency music playlists like Ripple Effect and House Party and learned from the Heard You podcast playlist. We’re committed to celebrating and uplifting Black culture, creativity, and community year-round, with special emphasis on the month of February in honor of Black History Month in the U.S. This year, we’ve created a space to celebrate the multidimensionality of Black listeners, artists, and creators to truly encompass the breadth of Black creativity. 

We recognize the need to do a better job of cascading these stories to a broader audience and will continue to scale our approach to our work of promoting Black stories and experiences. For example, we’ll amplify the great Black creators who are sharing stories that resonate with the community, like the Spotify original Who We Be TALKS_ from the U.K.

2020 Equity & Impact Report and 2021 restructuring

Our 2020 Sustainability, Equity & Impact Report charted the meaningful progress we’ve made through our cross-functional Spotify Racial Equity Coalition, alignment to our BLK 5-Star strategy, and expansion of the work of Diversity, Inclusion & Belonging in a variety of ways. But it was only a first step in measuring our work and impact.

So in 2021 we restructured our organization to bring together three existing teams: Social Impact; Diversity, Inclusion and Belonging; and Sustainability. We did this because we believe in the power of our people, their stories, and the impact we have as a platform to imagine and deliver a sustainable future that is welcoming for all in a world that’s centered on justice, equity, and environmental sustainability. We’re seeing greater synergy and collaboration as a unified approach across our three groups. The cohesion of the team is reflected in our Sustainability, Equity & Impact report. 

Continuing anti-racism education and inclusive storytelling training internally

We launched inclusive storytelling training and education within Spotify’s Marketing, Music, and Podcasting Creator teams in 2021 and continue to conduct key diversity, equity, and inclusion  sessions monthly. Within our Studios organization, efforts are underway to establish greater creator representation and also partner with anti-racism practitioners to train and educate all employees. We plan to relaunch our formal anti-racism training for employees this year.

Expanding our focus on inclusive hiring and workforce development

While we have seen progress in our Black employee representation in the U.S. over the last four years (3.7% in 2017 to 9% by end of 2021), we are working on driving the same level of advancement toward diverse representation in our leadership ranks. In late 2021, we launched an inclusive hiring training course for all interviewers and hiring teams. Topics covered within this training are associated with anti-racism, microaggressions, bias, and other relevant diversity, equity, and inclusion conversations. In deep partnership with our Talent Acquisition team, the Inclusive Hiring team has also curated related sourcing and diversity recruiting partnerships that focus on greater visibility and identifying better ways of attracting talent to Spotify from underrepresented communities.

In 2022, we’ve been working hard to expand our inclusive hiring goals for racial diversity in the U.S. but have also begun the process of identifying areas of improvement in ethnic diversity in key markets globally. For instance, we are working to identify greater ways to increase Black, Asian and minority ethnic representation in our U.K. workforce. We will launch a workforce development conference for our Black Spotifiers across EMEA. In addition, in a few weeks we will launch our first-ever Global Belonging Week for all Spotifiers. This will feature global diversity, equity, and inclusion content, training and education for all band members to learn and also provide for localized “pass the mic” sessions where employees in specific offices will discuss topics such as anti-racism, intersectionality, and meaningful change.

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.

LatinX Podcasters Can Sign Up To Tell Their Stories in the Newest Sound Up U.S. Program

September 8, 2021

For this golden age of audio to truly shine, it has to include all of us. That’s why, several years ago, Spotify created Sound Up, a global program that gives underrepresented podcasters the tools to boost their platforms and build their own shows. Since 2018, we’ve expanded the program from the U.S. across continents, to South America and Europe, and have focused on engaging prospective podcasters who might otherwise not have had a chance at the mic.

Earlier this year, we shared that we’d be launching Sound Up LatinX to directly address the disparities present in the podcasting community. Today, we invite aspiring U.S. LatinX podcasters to apply for the program.

Sound Up LatinX is divided into two parts. First up is a virtual training program in 2021, which will take place over the course of eight weeks. The 10 participants who are short-listed by Spotify will attend workshops for a comprehensive introduction to the art of making a podcast. Ultimately, participants will create and submit a podcast trailer and pitch proposal for the opportunity to be selected as a finalist to attend part two: in-person Sound Up sessions in 2022.

Participants will be in good company: Past alumni of the Sound Up program globally have received podcast development deals, connections to industry leaders, and production grants to take their concepts to the next level.

We spoke with Fernando Spuri, Manager, Sound Up, about why it’s so important to bring more LatinX creators to the podcasting space and his prediction that Sound Up U.S. LatinX podcasts will go global.

Why did Spotify create this additional Sound Up U.S. program?

The podcast ecosystem is developing fast in the U.S. and it’s already one of the most consolidated in the world. However, when we check the podcasts charts, there’s a lot to be improved regarding diversity of creators. And with more than 60 million LatinX living in the U.S., it became clear that the LatinX community was the next to address with the program. 

The consumption of podcasts by the U.S. LatinX community is growing fast, and the community over-indexes in podcast consumption compared to the general audience in the U.S.—56% of the U.S. LatinX population has ever listened to a podcast, compared to 55% of the U.S. total population. But there’s still a lack of representation in the industry, even among LatinX creators. We believe that bringing new voices to the table will unlock an even bigger growth opportunity, add some fresh perspectives to the general audience, and even stimulate other potential creators to start producing their own shows.

How will this program be unique from the existing Sound Up U.S. program—or any existing Sound Up program, for that matter?

We have a global framework for Sound Up that we use as a starting point, but after that, each Sound Up is unique, even different editions in the same country. Every Sound Up has a selected cohort, with specific needs and backgrounds, and the solutions are not replicable.

For the U.S. LatinX program, for example, we’ll have specific facilitators, guests, and content addressing issues like defining the language of the shows, how and if the creators want to address immigration issues, and even discussing what it means to be LatinX in the U.S. All these specific discussions are fundamental to this cohort but wouldn’t necessarily be for a broader group. This underlines the uniqueness not just of Sound Up U.S. LatinX, but of all Sound Up editions.

How do you think aspects of bilingualism and immigration—two topics with unique elements within this population—will be incorporated into the podcasts that come out of this program?

Naturally, bilingualism—or plurilingualism, common among U.S. LatinX—and immigration are common issues amongst the community and will probably be part of most shows. But it’s important to point out that Sound Up is not necessarily looking for projects that address these matters directly.

We’re looking for creators with powerful ideas that want to tell whatever stories on whatever subjects resonate with them best. Of course, those subjects are an intrinsic part of almost all LatinX, but how and with what intensity they want to address them is up to them.

Why are you excited to work with this community in particular?

First, because of how diverse the participants will be, considering the term LatinX is so inclusive and flexible. LatinX is this multidimensional community that’s not just struggling to be heard, but also to define itself while it expands. This is an amazing opportunity to bring in new, diverse voices and maybe help course correct the podcast landscape regarding diversity.

Everyone that self-identifies as part of the LatinX community living in the U.S. is invited to apply, regardless of their origin or status. That will also bring potential creators that don’t have the opportunity to develop their vision in other traditional educational programs.

Secondly, we’re really thrilled about the potential of the ideas that we’ll receive. For example, a show in Spanglish about K-pop made in Los Angeles from a second-generation Salvadorean podcaster can find an audience in a Dominican first-generation kid in New York, but also in Santiago, Madrid, and Oaxaca. And we don’t say that to oversimplify the community, but to show an example of powerful intersections that we might find among listeners in the U.S. and abroad—and that’s truly global and exciting!

All LatinX U.S. residents age 20 or older—regardless of immigration status—are invited to apply to Sound Up U.S. LatinX now. Sign-ups close October 1, 2021. Please apply as an individual, rather than as a show or group. We can’t wait to hear what you have to say.

Update as of September 10, 2021: Maria Murriel and Isis Madrid, co-founders of Pizza Shark, will be facilitating Sound Up U.S. LatinX. Maria has been a Sound Up facilitator for the US program already in 2020 and 2021, after participating as a speaker in 2019. Maria and Isis have both delivered our global training in how to deliver the curriculum to new Sound Up facilitators in new markets globally. 

Reaffirming Our Commitment to Combating Inequity

April 27, 2021

Day after day, we are reminded how far we all still must go to combat racism and systemic inequity in our society and our company. Spotify’s support of the Black community remains unwavering, and our commitment to do more is stronger than ever. We’ve made strides in our efforts, but we still have a long way to go. 

Today, we are sharing our progress and how we plan to do more to continue to fight against racism and injustice.

Combating Racism in Our Workplace

Our commitment to combating inequity and racism starts in our hallways—both physical and virtual—which is why workplace diversity (who we are) and inclusion (how we engage with each other) are both so important to achieve equity. The BLK 5-Star Strategy has helped make a holistic and lasting impact at Spotify through our focus on People, Donations & Fundraising, Policy, Content, and Spotify Culture. 

Some of our progress so far when it comes to our own people includes: 

  • Launching our Inclusive Hiring Strategy. As of the end of December 2020, representation of Black Spotifiers in the U.S. increased to 8.3% (from 6.4% in June 2020, 5.7% in 2019, and 3.7% in 2017), with 7.2% at Director+ level by the end of December 2020.
  • Reorganizing and expanding the Diversity, Inclusion, and Belonging (DIB) team to encompass DIB Strategy Specialists, Early Career Pipeline, Heart & Soul, Inclusive Hiring, and Social Media & Digital Storytelling teams.
  • Launching the Black Coaching Initiative, with over 60 BLK members participating in executive coaching and 30 BLK members participating in the personal branding academy.
  • Developing an education hub for Diversity, Inclusion & Belonging learning & development.
  • Updating our Racial Equity content on our external career website and expanding our content on DIB via the 2020 Sustainability, Equity, and Impact Report.

Effecting Policy Change

Our commitment to policy change is about using Spotify’s global reach and influence to effect and drive real change. We will do this by supporting legislation and funding organizations that are truly making a difference in the search for racial equity. Our giving initiative provides us with the opportunity to build strategic programs and partnerships focused on empowering the next generation of Black creators. A few examples: 

Empowering and Celebrating Creators On Platform

We’re committed to using our powerful platform to empower and celebrate creators of every race, ethnicity, religion, sexual identity, and gender, and curating top audio destinations featuring Black, LGBTQIA+, women, AAPI, and other underrepresented voices. A few examples that we’re proud of:

Last June, in honor of Blackout Tuesday, we stated: On this day—and every day—Spotify will support our employees, friends, partners, artists, and creators in the fight against racism, injustice, and inequity. We are using the power of our platform to stand with Black creators, amplify their voices, and accelerate meaningful conversation and long-needed change.

We continue to stand with the Black community and fight against racism, injustice, and inequity around the world.