Diversity has long been a weak point for podcasting. Yet in order 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.
You may already listen to some of these beloved shows, perhaps getting your science fix from Dope Labsby U.S. grant recipient TitiShodiya and cohost ZakiyaWhatley or exploring topics you’ve been too shy to look up yourself on Search Engine Sex by Indigenous Australian creator RowdieWalden. Most recently, plenty of listeners flocked to play You Heard Me Write from U.S. participant Kacie Willis, propelling the creative new format to the 17th slot on Spotify’s Trending Podcasts USA chart.
And there’s plenty more where those came from. A few weeks ago during Spotify Stream On, our Sound Up Global Lead, NatalieTulloch, announced that in 2021, we’ll be growing our program from 6 to 14 countries—enabling us to support an additional 140+ emerging creators this year alone.
“The bigger the Sound Up alumni group grows, the more powerful we become,” Sound Up alum and Dope Labs cohost Titi said.
The new programs include a Latinx U.S. program focused on creating Spanish-language or multilingual podcasts for an ever-growing Spanish-speaking U.S. audience, female creators in India, and lower-income youth from large urban centers in Argentina. Sound Up will also launch in Mexico, Spain, and Italy later this year. 2021 will mark its third year in Germany as well.
But these new programs aren’t the only news for podcasters to get excited about. Spotify also wants to offer opportunities and support to members of underserved communities aspiring to careers as podcast producers, sound engineers, and other behind-the-scenes roles in podcasting. So today, we’re also announcing Behind the Mic, a new apprenticeship program coming later this year to support aspiring Black podcast producers.
The year-long paid apprenticeship will be led by Behind The Mic Lead Christabel Nsiah-Buadi,an award-winning radio producer, podcaster, and writer. She will oversee the three Black producers chosen for the program. They will get to enjoy a rotational program among show teams and producorial roles, as well as attend a weekly virtual class to refine skills and get exposure to the business and industry. Finally, they’ll each create, produce, and edit a podcast about their experience in the program. This year, two apprentices will be placed: one at Gimlet Studios in New York and another at Spotify Studios in Los Angeles. After the rotation, they will become permanent Spotify employees.
“I am so thrilled that we will be able to support a yearlong education program and support more creators globally,” says Natalie. “We hope to expand the numbers of participants in the Behind the Mic program and the studios they’re able to work in. This is just the beginning.”
Speaking of expansion, we’ll also be rolling out a version of Behind the Mic in Australia to Indigenous and First Nations producers in the coming months. But ahead of that, the Sound Up program in its original form is also returning to Australia in 2021.
Aspiring podcasters who identify as First Nations (Aboriginal, Torres Strait Islander) are invited to apply for the four-week virtual podcasting program to be held from May 31 to – June 25, 2021. The Sound Up 2021 program will be facilitated by Travis De Vries and Brooke Scobie from Awesome Black.
Do you have a great idea for a podcast? Apply now. No experience necessary.
It’s rare for two people to approach the creative process in the same manner. In the new podcast You Heard Me Write, listeners get a peek behind the curtain to hear how different sound designers bring to life the words of writers in an entirely unique way. The show, hosted by Sound Up 2019 participantKacie Willis, is the latest podcast to come out of Spotify’s Sound Up program, which aims to empower the next generation of podcasters from underrepresented backgrounds through education, workshops, and support.
The first season of You Heard Me Write explores 30 original pieces of prose, music, and sound design. Each episode features artists collaborating on a multimedia group project without having any knowledge about the identities of their counterparts. Only after the project is done are the artists introduced to one another: in a roundtable discussion where they explore the roles of creativity, anonymity, and the power of connection between people from different walks of life.
For the Record sat down with Kacie to learn more about the podcast.
Anyone has the ability to think of a great podcast idea—but not everyone has the means, knowledge, or connections to bring it to life. That’s where Spotify’s Sound Up podcast education program comes in: Our goal is to empower the next generation of podcasters through education, workshops, and support, as well as create a space for new voices, stories, and perspectives in podcasting. And it’s already making an impact: By the end of 2020, Sound Up will have served 160 participants in six countries.
Back in June, we announced the addition of Brazilian and Swedish programs, in addition to offerings for the U.S., U.K. and Ireland, Australia, and Germany. We also opened up applications for the third cohort of women of color in the U.S. who want to gain the skills and connections to bring their great podcasting ideas to life.
This year, Sound Up U.S. was conducted over a four-week virtual course in which 20 outstanding participants who were selected from a competitive batch of applications learned podcast engineering skills, tips for pitching their ideas, and more. Their ideas ran the gamut from historical fiction and fantasy, to innovative music shows, motherhood, women’s sexual health, musicals, and social justice. The program was facilitated by RekhaMurthy, a podcast strategist and our long-term partner on the program; and MariaMurriel, cofounder of Pizza Shark Productions.
All 20 participants had eight weeks to deliver a trailer and podcast pitch to a panel of judges for review. Now, going into phase two, 10 participants (and their ideas) have been chosen for a one-week intensive program in 2021. However, the full class will continue to have the support of the Sound Up community for their projects going forward, as well as access to ongoing opportunities for education, classes, and networking.
The second phase of the program will be even more focused, with more one-to-one workshop support. After the week comes to an end, each participant will have two months to complete a 20- to 30-minute pilot episode, and potentially see their idea come to life.
Get to know the 10 participants who will be moving forward into the next phase of Sound Up U.S.
Krystal Cruz
“Programs like Spotify’s Sound Up are essential to making a change in terms of minority representation in media. Spotify uses their platform to hold up the creatives needing a boost and inspire them to make content unapologetically. It is no longer enough for vessels of media to only call for a change, but instead they need to actually feed the change to happen. Fueling the agents of change is exactly what Sound Up does. Programs like Sound Up make it possible to give the tools to communities to tell their stories and confidently take up space in the podcasting landscape. Opportunities like these reassure aspiring writers, producers, and hosts that they belong in any space where media is being created.”
Nicole Bassolino
“Technical editing skills aside, Sound Up has taught me how to refine a podcast idea. When I applied to Sound Up, my pitch was fairly general—I had a vague idea of what I wanted the show to be about, but beyond that, not much. I didn’t have a brief memorable sentence, an elevator pitch, or an image of who my listeners might be. From generating pseudo profiles of my ideal audience to thinking about content strategy and answering important questions like ‘Why this podcast? Why now? Why me?’ I’ve come out of the Sound Up program with a much stronger sense of direction and show identity.”
Shayla B. Coleman
“The power of community cannot be understated. Being around and interacting with others who are doing all they can to breathe life into the things they care about alongside you, and who want to see you succeed, is so uniquely energizing. Knowing you’re only a message/email/phone call/video chat away from someone who’s gone through it, going through it, rooting for you, willing to remind you you’re not crazy, is that extra hidden fuel reserve you can tap into when you’re running on E.”
Winnie Kemp
“Creating and writing my own fiction podcast always felt like a goal that was far out of reach because of external circumstances (job, kids, etc.) and internal blocks (lack of confidence, feeling like I did not know enough about the podcast industry). Sound Up gave me the structure, the knowledge, and the community to become a more confident creator and invest in myself. I’m 100% sure I would be sitting at home, still stuck in the idea phase, without this program.”
Caroline Selia
“From learning how to develop my show’s main thesis to learning the intricacies of sound design, Sound Up has taught me so much. I feel like I learned how to be an audio engineer, content creator, and podcast host in a way I didn’t even know was possible. Every workshop and session brought so much detail and insight into a process that felt so mysterious. And it felt even more meaningful to gain most of this insight from some of the most amazing women in the business. I will always thank Spotify’s Sound Up for making me a microphone snob to spot any sound inconsistency in any podcast I listen to for the rest of my life!”
Rene Rawls
“Programs like Spotify’s Sound Up are important because they give creative artists like myself the ‘YES . . . AND’ we need. YES . . . we hear and honor your unique voice. AND . . . we’re going to give you the resources needed to support your vision. Programs like this set artists up for success.”
Rowena Chang
“I am so grateful for this program for helping me discover my voice. Although there is a lot of chatter in the world, we all still have stories worth sharing! The tools, guidance, and encouragement provided by the entire Sound Up team and program empowered me to take the mic—literally—and speak up.”
Olayinka Sarayi
“I learned how to go from ideation to creation, how to structure a show, and how to really think about my audience and reaching them in a meaningful way. Beyond that, the program helped me gain confidence in myself. Sound Up taught me how to put myself out there, to take a chance on myself, and to believe in myself. I got to meet many talented women who were all there to learn and lift one another up. This program has literally been the highlight of my 2020.”
Pratima Mani
“I came into this knowing how to break down an idea in terms of narrative and character but now I have a much stronger sense of how to discuss content-strategy—for example, how to get not just other writers and artists, but also producers and partners, excited about an idea.”
Alexis Johnson
“Being chosen as a Sound Up participant was beyond my wildest dreams. For years, I have had my podcast concept on the horizon. But without direction on how to approach the beginnings of my idea or many of the resources necessary to produce the podcast, I never pushed myself to get it off the ground. Sound Up has given me the opportunity to take my passion project to a well-rounded program focused on developing industry-standard quality content that was both challenging and informative. More importantly, Sound Up brought together a group of women that will forever be connected. It brought light to us in a year of uncertainty.”
Check out In Those Genes, a podcast by previous Sound Up U.S. winner Dr. Janina Jeffthat uses genetics to decode the lost histories and futures of African-descended Americans through the lens of Black culture.
In 2018, Rowdie Walden signed up forSpotify’s Sound Up Australia workshop hoping to bring his idea—answering the internet’s most-searched-for questions about sex and relationships—to the platform. The weeklong mentoring session for Indigenous Australians resulted in Search Engine Sex, Australia’s first Spotify Original podcast, which does exactly that.
From the signs of a healthy relationship to preventing STIs, each week Rowdie wants to take the questions that are often considered taboo and bring them into an honest conversation with the help of a rotating cast of experts and, of course, search engine analytics.
For the Record caught up with Rowdie just ahead of the podcast launch.
What can listeners expect from your podcast?
I can tell you what not to expect. If you’re looking for an academic, education-focused sex, health, and well-being podcast, this is not it. Search Engine Sex addresses the questions that have been in the back of your mind. You can expect to have a laugh and hear some thought-provoking conversations with incredible people. We’ve got everyone from sexologists to ex-bachelor contestants, so hopefully you’ll be surprised by the people you’ll hear from.
I also think you can expect some good tactical tips on a range of things. When it comes to talking about sex, it’s key to find an accessible channel for people. If you are from a religious or cultural background that doesn’t allow you to talk about sex, we want you to both feel comfortable listening to this podcast and also find it beneficial. It’s not smutty, but it’s not boring. If I had to put it in a category, I’d say it’s “infotainment.”
Search Engine Sex comes to us in part by way of Spotify’s Sound Up Australia, which invited Indigenous Australians to join an intensive podcasting workshop. Why was this experience meaningful to you?
There aren’t a lot of mainstream Indigenous-focused media outlets in Australia, and I think Spotify’s Sound Up has helped fill that gap. It was kind of surreal to be in a room full of other Indigenous people who had completely different ideas and different takes on what a call for Indigenous podcasters represented. They all came with very important stories to tell.
It is so unprecedented for the oldest storytelling culture in the world to have a massive platform, and now Spotify has helped create that. It’s such a refreshing moment in the history of Australia media, where the door is open for you, as an Indigenous Australian, to tell your story. I think this also speaks to the diversity of the Spotify user—it’s a platform that reaches everyone, with something for everyone, no matter your sex, culture, religion, or anything else you identify with.
Why is it important to bring Indigenous voices into audio experiences?
There’s the cliché idea of representation that comes to mind: If you can’t see yourself, you can’t be it. You could probably list on one hand the amount of mainstream Indigenous stories that have made it into pop culture. This experience is all about breaking down the barrier of where a stereotypical Indigenous voice belongs versus actually where Indigenous voices can be.
Why do you think Spotify is the right partner for Search Engine Sex?
For a podcaster, Spotify is aspirational. To have the chance to work with and be endorsed by such a powerhouse company is incredible. The audience that they have through music is exactly the demographic I see for this podcast, so it was kind of a no-brainer. They’re giving people like me the keys for success. I honestly don’t think this exists anywhere else. I am still very touched that such a mammoth company has taken interest in this little idea about internet analytics and sex.
Speaking of which, and to close—why do you think it’s important to have open conversations about relationships and sexual health?
I think it’s important to have conversations around sex that talk to the breadth of what sex is, so that it then becomes part of pop culture and something we openly talk about. Sex is great and bad. It’s embarrassing and humiliating and sticky and messy and also really lovely. So, that breadth of how we talk about sex is more important than just talking about sex as a topic. Sex and relationships take many forms, and we want to explore this. That’s what we’re aiming to do.
If you’ve ever dreamed of creating your own podcast, this is your chance. Spotify’s Sound Up program, now in its third year, is designed to uplift and amplify the voices of aspiring podcasters from underrepresented backgrounds through education, workshops, and support. Applications for Spotify’s Sound Up 2020 program are now available in the US, with applications for other countries rolling out soon.
Through the workshop, participants will learn the ins and outs of developing and producing their very own podcasts. We’ve seen a huge interest in the program, with 20,000+ applications submitted over the past three years. Ultimately, 60 people have completed the program throughout theUK,Australia,the US, andGermany. Ten of those graduates have since launched their own shows, and three now have Spotify Original podcasts on the platform. To celebrate our graduates’ success, we’ve put several of their podcasts all in one place.
This year’s program, however, will look a little different. Due to the challenges of gathering during this unprecedented time, Sound Up will be divided into two phases. First up is a virtual four-week course that will take place later this year. To ensure everyone has equal access to technology, we’ll be providing computers, WiFi access, and podcast recording equipment to participants. Then, those who demonstrate a particular knack for podcasting will be invited to a future in-person training where they will further develop their ideas.
But that’s not the only new thing in store. Sound Up is also making its grand debut in two countries—Brazil and Sweden—in an effort to bring Sound Up to even more individuals. In Sweden, the program is aimed at women and non-binary people who may experience racism because of their skin color, culture, language, religion, or ethnicity. Applications in Brazil, will be open to young people of color from the Periferias, or outskirts of big cities.
Twenty applicants from each participating country will be chosen to take part in the four-week online program. During that time, they’ll start their podcasting journeys, honing their skills in storytelling, designing a podcast, editing audio, and learning the business of the medium. At the very end, participants will leave with the tools they need to create a trailer for their show.
This year’s U.S. session will be facilitated by longtime collaborator and Sound Up veteran, Rekha Murthy. She will be joined by co-facilitator Maria Murriel of the production house Pizza Shark.
Thinking about applying but don’t have podcasting experience? Not to worry. To be a part of the program, you don’t need any prior podcasting experience, just something unique to say and a desire to use podcasts to say it. (Plus, you must be a resident of the country where you’re applying and self-identify as a member of the community being served in that country.)
U.S. residents can now apply for this year’s Sound Up here. Those in Sweden, Germany, and Brazil can apply later this month, and applications for the U.K. and Ireland will be available in August. The program will be offered to women and non-binary people of color in the U.S., U.K. and Ireland, and Sweden; young people of color from the Periferias in Brazil; and members of the LGBQTI community in Germany. We can’t wait to hear what these new podcasters have to share.
Applications are now available for residents in the US. Interested applicants in other countries should stay tuned for more updates.
With podcast listening on the rise, there’s all the more reason to be excited about what’s coming out of Australia. On February 27, we unveiled a slate of original and exclusive content, as well as the return of Spotify’s Sound Up Australia, our five-day residential podcasting workshop that helps to elevate and amplify First Nations’ voices.
At Spotify Australia HQ, we announced three new podcasts: Spotify original sex and relationship podcastSearch Engine Sex, hosted by Sound Up alumni Rowdie Walden; the second season of VICE Extremes, hosted by Julian Morgans;and the weekly youth news podcast Generation Betoota. This lineup marks the first of many anticipated announcements to come out of Australia.
“Our goal is to become the number one audio platform in the world, providing the best in audio content—customized and accessible, on demand everywhere,” said Cecilia Qvist, Spotify’s Global Head of Markets. “The role our global markets play in this expansion is pivotal and we look forward to making many more announcements in this space.”
According to Edison Research and Triton Digital (2019), the number of weekly Australian podcast listeners increased by 50% over the last three years, an exciting indicator of steady growth in the world of podcasts. To celebrate the launch of these shows, here’s what Rachel Corbett, head of podcasts at “Mamamia”; Clancy Overell, editor and host of “The Betoota Advocate”; Julian Morgans; and Rowdie Walden have to say about the growth of podcasts and the need for more indigenous voices.
When did you start to notice an uptick in podcast listening in Australia?
Julian: Podcasting seemed to go mainstream around four to five years ago. Remember when Serial became a big deal? I think that was a turning point.
Clancy: The first time I noticed a boost in podcast listening was almost 10 years ago, when Ricky Gervais and Karl Pilkington were making waves all the way to rural Australia. From that point I feel like everyone has liked the idea of podcasts.
Why do you think more Aussies are tuning into podcasts now than ever?
Julian: I just think public awareness has hit critical mass. For a while I used to tell friends about podcasts, and they’d be like, “How do you listen to these things?” That doesn’t happen anymore. Also, you can listen to a podcast while doing something else. That’s a big plus.
Rachel: You don’t have to have your bum on the couch to follow a true crime story or hear the latest news. You can be walking your dog, doing the shopping or driving your car. I think this, coupled with the continued improvement in audio quality, has made taking time to listen to a podcast feel like self-care; and when people feel like consuming your content is a “treat,” that keeps them coming back.
How important are Indigenous voices to audio experiences?
Rowdie: Podcasting is such a fast-growing industry that it’s important we keep the push for diversity and inclusion in this space as well. It’s incredibly white, and as the oldest storytellers, it’s important we have representation in this space. While Search Engine Sex isn’t what you’d think of when you think “Indigenous podcast,” it’s important to show that we can exist in other spaces. Black voices can be mainstream.
Learn more about how Spotify is continuing to amplify First Nations’ voices through Sound Up Australia.
Update as of May 10, 2021: Due to the COVID-19 pandemic, the Sound Up AU program as described below did not occur in 2020. In 2021, we invited Aboriginal and Torres Strait Islander podcasters to sign up for The Sound Up 2021 program, which will be facilitated by our new partners Travis De Vries and Brooke Scobie from Awesome Black. Learn more about the 2021 program here.
For Indigenous communities, stories have long been passed down by word of mouth. Podcasting, a much more recent invention, can take the words of storytellers even further. Through Spotify’s Sound Up Australia podcast accelerator program, we’re helping to empower First Nations individuals in Australia to tell their stories using podcasting—and amplifying them across the world.
Returning for the second year, Aboriginal and Torres Strait Islander artists, writers, creators, and podcasters are encouraged to apply to our Sound Up accelerator program, a five-day residential podcasting workshop to be held in Sydney from May 11 to 15. Applicants don’t need to have any previous podcasting experience to apply, just something to say, a passion for the medium, and an eagerness to bring a podcast idea to life.
“First Australians have been passing down their knowledge, culture and history from generation-to-generation through storytelling for tens of thousands of years,” says NatalieTulloch, Spotify Sound Up Lead. “Spotify wants to harness the power of storytelling and bring it to the next generation through podcasting.”
From the pool of applicants, 10 people will be selected to attend the residential workshop, which will be facilitated by MarleeSilva, podcaster and co-founder of Tiddas 4 Tiddas, and RekhaMurthy, podcast expert. Participants will learn about the art of podcasting, receive mentoring and practical experience, and meet with podcasting and radio greats who also identify as First Nations people. At the end of the week, three finalists will be awarded a cash grant and all participants will be given equipment and software to produce their podcasts.
“Sound Up is an incredible opportunity because it’s so rare in the media industry that you get to sit with the platform, the commissioning editors, and the managing director and develop your idea from the ground up,” says Rowdie. “It gives space to minority groups who otherwise wouldn’t get a foot in the door. Podcasting is such a fast-growing industry that it’s important we keep the push for diversity and inclusion in this space as well.”
Aspiring Aboriginal and Torres Strait Islander podcasters can apply for this year’s Sound Up program here from May 11 – 15 by March 15. Travel and accommodation will be covered for those living outside of Sydney.
Despite the popularity of podcasts like2 Dope Queens,women of color remain vastly underrepresented in the podosphere. That’s why Spotify created Sound Up, an accelerator program dedicated to lifting up and amplifying the voices of women of color in podcasting in the U.S. and U.K., First Nations women in Australia, and LGBTTIQ+ individuals in Germany.
This year, the second for the program, Spotify’s Sound UpU.K.program was hosted in Manchester to help grow podcasting beyond the London hub. Over the span of four days, 10 hand-selected individuals participated in intensive workshops, delving into the writing, recording, and business aspects of the craft. The week-long program was led by longtime facilitators RekhaMurthy, GrahamGriffith, and ChristinaMoore. Participants enjoyed the opportunity to learn from podcasting veterans—and at the end of the week, four were awarded a £10,000 grant to make their podcast idea a reality.
While every participant grew as a podcaster, four ideas particularly wowed the judges. This year’s grant recipients were (drumroll please!): Tosin Mustapha, Clara Monroy, Esther Robertson, and Shade Nathaniel-Ayodele.
We caught up with several of the Sound UpU.K. participants to hear about their experiences. Here’s what they had to say.
Viv May
“Don’t doubt yourself. I’m a D.J., a songwriter, and now a podcaster thanks to everything I’ve learned at Sound Up.”
Shade Nathaniel-Ayodele
“Starting with this seed of an idea and having it flourish into this bouquet of flowers—it’s been amazing. And the women that I’ve talked to, and the support we have for one another, it’s phenomenal.”
Esther Robertson
“I’m lucky to be a part of a group of amazing women of color, it’s like we’ve grown up together. I feel really empowered. You’ve got 10 strong women wanting the same goal.”
Lorraine Okuefuna
“I was talking to a lot of the other women and I really do feel like my life has changed from this week. I’ve had so much confidence building and technical building—it’s honestly one of the best things I’ve ever done.”
Emma Sayers
“Being around such a good group of people where we all got to share ideas and collaborate, as well as all of the things that have been thrown at us and all the help and advice that we received, it just feels really empowering.”
Adilah Hameed
“Every single one of us in this program has a passion for our subject and that’s why we all want to make it. It’s not about anything else, it’s purely because we love the subject that we want to discuss it. My biggest piece of advice is to have a passion for your idea.”
Clara Monroy
“For me, the biggest takeaway is that a lot of the barriers that I saw before the program were in my head. Sound Up has really helped me understand that it’s doable, it’s possible. And there is so much that can be done, that needs to be done, there are so many voices that are not being heard.”
Amber Mehmood
“I feel so inspired by listening to everyone else’s stories—everyone did amazing. It’s incredible just listening to how far we’ve come from the start of the week to the end of the week.”
Tosin Mustapha
“The highlight for me was the session with Renay Richardson. As a fan of hers, it was great to get her feedback on different ways of giving a new perspective.”
Check out Dope Labs, one of the podcasts from Sound Up U.S. grant recipient, Titi Shodiya.
Podcasting continues to grow as one of the most influential ways for people to share their voice with the world. And while female podcasters of color are making their mark in this territory, there’s still a significant opportunity to bridge the gap in representation. Just consider that 22% of podcasts in the U.S. are hosted by women, and even less than that are hosted by minority women.
Spotify’s immersive Sound Up accelerator program was created to tackle this issue head on. Returning for the second year in a row, the program is designed to uplift and amplify the voices of women of color. The intensive, week-long program lead by longtime facilitators Rekha Murthy and Graham Griffith trains the next generation of leading podcasters through education, mentorship and support from Spotify.
We hand selected 10 participants from over thousands of applications for this year’s class. The aspiring podcasters were invited to Spotify’s New York offices for daily sessions, working directly with podcasts’ biggest power players to cultivate storytelling, production, and marketing skill sets. The experience culminated with a pitch session in which participants competed for the opportunity to have their podcast pilots funded, produced, and featured on Spotify.
“It was such a pleasure to help usher these creators into podcasting,” says Juleyka Lantigua–Williams, CEO of Lantigua Williams & Co. and a speaker during the week. “Thanks to Spotify’s training, more women of color can shape the future of podcasting. These women have so much to say, and I simply cannot wait to hear all of it.”
This year’s participants include: Alyssa Castro, Christina Orlando, SK, Janae Burris, Kacie Willis, Michel Rosario, Rebecca Jackson-Artis, Shayla Martin, Yvette Ankunda and Mohini Madgavkar, who were provided one year Journalist PRO Licences courtesy of Hindenburg Systems during the program. At the end of the course, ChristinaOrlando, JanaeBurris, ShaylaMartin and SK were awarded $10,000 each to fund their proposed podcasts.
“The response to the Sound Up program has been incredible, so we’re proud to bring it back a second year,” said Spotify’s News and Documentary Lead, NatalieTulloch. “At Spotify, it’s vital to give voices and platforms to those that would not normally have the opportunity, and the women that come through these doors continue to amaze us with what they have to say. The participants have unique backgrounds, personal stories, and pivotal experiences that others resonate with, and we’re thrilled to give them the chance to share it with the world.”
Past alumni of Sound Up have received podcast development deals, connections to industry leaders, and production grants to take their concepts to the next level. Dope Labs, one of the three podcast winners from Sound Up 2018, and recently renewed for a second season, is a new original podcast that launched this past February, diving deep into the intersection of science and pop culture.
“It was surreal to be back and sit on the other side of the pitch competition,” said Dope Labs co-host TitiShodiya. Titi serves as a scientific auditor at the National Institute of Standards and Technology. “I’ve learned so much from this program and have honestly watched my dreams become reality by launching a podcast on something I’m so passionate about. Seeing women of color raise each other up is really inspiring, especially in the podcast space because there aren’t that many of us. And last month at Spotify’s office, there was a room full of exactly that. I cannot wait to for all of their podcasts to debut and continue to change the podcast landscape.”
Spotify is committed to reaching beyond the borders of music to being the leading audio-first platform and top destination for podcasts. Through programs like Sound Up, Spotify provides curated listening experiences to connect users with culture in a visceral and personal way, while inspiring a new wave of cultural and socially-minded podcasts.
Read on to learn how the accelerator program has expanded to London and Australia, amplifying the campaign’s impact on a global scale.
Recently,podcast listening has been growing around the world, and so has the opportunity to showcase voices that haven’t always been represented in media—something we’ve been doing at Spotify through our Sound Up workshops. What started with ourNew York-based initiative to showcase Women of Color led to asimilar program in the UK, as well as one forAboriginal and Torres Strait Islanders in Australia. This past month, we were proud to hold yet another workshop—this time for members of the LGBTTIQ* community in Germany.
Each Sound Up workshop kicks off with an application process in which members of the particular community are invited to submit podcast ideas for consideration. Ten are selected and invited to the host city for a five-day workshop to learn the ins and outs of podcasting. Finally, three ideas are selected by a jury at the end of the workshop—leaving all attendees with newfound knowledge and accessibility toward podcasts, and three members with an opportunity to host their podcasts on Spotify.
At the July 8-12 workshop in Berlin, podcasting and audio experts provided the participants with knowledge and tips about the successful development of ideas, technical podcast implementation, and successful marketing.
“With Sound Up, Spotify is creating a platform for the strong voices of the LGBTTIQ* community,” says MichaelKrause, Managing Director Central Europe Spotify. “We want to provide targeted support to make these voices heard and promote podcast ideas that previously lacked the necessary network or practical knowledge.”
Through presentations by content and podcast experts, as well as joint activities, the participants learned what it meant to plan their own podcast episodes conceptually and technically—right up to their own podcast pilots.
The independent jury who judged the podcast ideas consisted of FeliciaMutterer (editor-in-chief ofstraight magazine and podcast), JennyLucaRenner (ZDF television advisor), ChristophAlms (LGBTTIQ* activist, member of the Magnus Hirschfeld Society) and JochenSchropp (actor and host). The three podcasts selected by the jury included concepts from participants Josefine, Fabian and Tamo* on topics such as representation of the LGBTTIQ* community in shows and films, queer life in the countryside, and being a trans parent.
Stay tuned for stories and podcasts from Josefine, Fabian, and Tamo*.
Can’t wait? Check out Dope Labs, a podcast by New York Sound Up winners Titi Shodiya and Zakiya Whatley.
In the German market, LGBTTIQ* stands for Lesbian, Gay, Bisexual, Transexual, Transgender, Intersex, and Queer; the asterisk represents unnamed identities.
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