Burgeoning creators on college campuses across the U.S. are already harnessing their creativity for great ideas for the future of audio. At Spotify, we know that once they get the tools they need to amplify their voices, they’ll be able to bring their stories to the world.
Enter NextGen, a program from Spotify for Podcasters designed to activate and grow podcast culture on college campuses, and make a career in podcasting more accessible for the next generation of Black content creators and storytellers. NextGen is funded by Spotify’s Creator Equity Fund, which powers our commitment to showcasing and uplifting creators from communities that have been historically underrepresented in the audio industry.
We currently offer NextGen programming at New York University, the University of Southern California, and the University of Pennsylvania. We announced last fall that we’d be expanding the program to historically Black colleges and university (HBCU) campuses across the U.S., starting with Spelman College in Atlanta, Georgia.
Yesterday, during our first-ever NextGen Creator Day at Spelman, we announced three ways we’re broadening our partnership and further supporting students aspiring to work in the audio industry.
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.
Podcasting is becoming an increasingly accessible medium that anyone can use to tell their story. But as with any form of media, more has to be done to propel the voices of marginalized communities onto the mic. One way Spotify is doing this is through programs like Sound Up, which empowers and equips burgeoning podcasters with tools and resources. Another way is through the amplification of existing podcasts from podcasters of color—so that important topics and stories can find their audiences, and audiences find them. That’s where Spotify’s Podcast Editorial team comes in.
Over the past year, the Podcast Editorial team has been curating homes for podcast themes like True Crime Scene, theLINER, and Play Your Part, which can be found from the podcast homepage and Search on the Spotify app. But the two latest pages take our responsibility to a new level. They’re podcast editorial communities that focus on and serve Black and Latinx audiences by putting content from and for these communities front and center, 365 days a year.
These two new community pages are The Dinner Table,curated by Black Culture Editor Bianca Garwood, and PRESENTE,curated by U.S. Latinx Culture Editor Barbara Gonzalez. Though these curations may be new, the topics covered on each podcast are not—and the goal of the editors is to use the power of the platform to turn the volume up on these stories.
In an interview with For the Record, Bianca and Barbara each spoke about the thinking behind their new podcast editorial communities.
What inspired the creation of The Dinner Table and PRESENTE?
Bianca: As a Black person, I’ve noticed that it has become an unfortunate norm to consume news and updates that show other Black folk in compromising positions. We’re constantly demanding folks to see our humanity. And this is our reality. And those voices need to be heard, but it’s also important to talk about the full spectrum and to highlight the fullness of Black lives, independent of our plight.
You know, there’s joy in Blackness, there’s peace in Blackness. There’s love in Blackness, there’s healing in Blackness, and that’s the point of The Dinner Table. We’re serving wellness with a side of laughter. Ultimately this ladders up to Podcast Editorial’s approach of counteracting the doom and leaning into inspirational and aspirational podcasts.
Barbara: So in terms of PRESENTE, of how we came to be, I think it’s really in the name. That’s why I always love starting there. The word PRESENTE translates to “present” in Spanish and Portuguese, and it’s used as a call and response in Latinx spaces to pay respect to who’s in the room. So, when we say “presente,” really we yell it—that’s why it’s in all caps—we’re making ourselves known, we’re bringing each and every single identity that we hold to the space. And we’re also bearing witness to every other person in the room doing the same. And that’s really the spirit.
Latinidad is not a monolith. We consist of so many different races, sexualities, gender expressions, regional cultures, and so many more identities. So, as long as your perspective isn’t invalidating another person in the community’s identity, your voice deserves to be heard in PRESENTE.
What approach have you each taken to curating content for these communities?
Bianca: The Dinner Table name and concept itself came about from personal experience. Growing up, my mom was one of 11. So holidays and family functions were full of people, food, and laughter—my grandmother’s house was always packed to the brim. And if I wasn’t eating at the table, I was doing homework at the table. I was getting my hair done at the table. The table in itself was kind of a nucleus to many of my cultural experiences during my childhood and formative years. For many Black families, the dinner table is a centerpiece, you know, and in many of our homes it reflects joy, community, and laughter.
On the flip side, in terms of wellness, I also wanted to take the opportunity to highlight conversations that often aren’t had at the dinner table, but should be. You can find these under “Well As Hell” with topics like food and its effects on mental health, belief systems outside of the construct of Christianity, positive effects of cannabis, Black womanhood outside of social norms, healing the inner child, and Black mental health. All these conversations that are sometimes swept under the rug—I thought this would be a great opportunity to delve deep and highlight Black joy but also highlight the wellness in that as well.
Barbara: There are a few different branches that I’ll be highlighting on PRESENTE. One of the franchises is titled Let’s Unpack That. We know that while certain generations may have beliefs about certain things in our culture, and may have passed these somewhat harmful beliefs down to us unintentionally—those might not necessarily resonate with generations today. So Let’s Unpack That will include cultural conversations about current events, social movements, and cultural norms—basically, how I always describe it is “anything that’s a conversation on Twitter.”
So whether it’s the 50 millionth time that we’re discussing whether we should be called “Latinx” or “Latine,” or we’re talking about another instance of anti-Blackness or anti-Asian sentiment in our community, this is the place where we highlight creators having those conversations.
Another really great franchise that we have is Subculture Spotlight. That’s speaking to what I mentioned about Latinidad is not a monolith; we have so many ways of being Latino. So we’ll be diving into specific nationalities, religions, and different neighborhoods in the United States that are historically, predominantly Latinx.
So one that I published for our launch is about Dominicans in the United States. Some things I would love to explore in the future are different podcasts about Venezuelan migration and Nuyorican legends. And then [re]PRESENTE is a franchise highlighting different things in Latinx culture in terms of representation across pop culture, history, and politics.
Why are these community pages important?
Bianca: I think these pages are important because they give users an all-access pass to content that they are aligned with or inspired by. It’s thoughtfully curated with them in mind, you know. It gives folks access to content at their fingertips.
Barbara: This ties into our team’s belief that hearing the community should be something that we do in all of our work. Podcast creators, listeners, and people featured in these episodes are part of this unique community that we want to make sure that we’re constantly feeding. And I think it’s particularly important for Latinx and Black communities to have their own spaces because creators from those communities haven’t historically gotten the same support. We need to be working overtime to make sure they know that we’re here trying to support these creators.
This is Spotify’s way of saying, “We see you, we’re loving everything that you’re doing, keep having these conversations because we want to be able to support you in every single way that we can.”
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.
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 toapply 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.
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.
Every year, Spotify’s SoundUp program helps aspiring podcasters from underrepresented backgrounds gain the expertise they need to create their own podcast. The only criteria? A good idea and a big dream. This year in Germany, 20 aspiring LGBTTIQ* podcasters were chosen out of 300 applicants to take part. Those selected got a chance to start their podcasting journey through the seven-week virtual program, honing their skills in storytelling, designing a podcast, editing audio, and learning the business of the medium.
By the end of the program, three of the participants, Fabio, TaiinaakaMariaMoschus, and Tai were declared the winners. Their podcasts consist of topics such as “tracing and connecting your identity as a queer Polish-German person,” “personal stories of drag artists around the world,” and “safe spaces for marginalized groups in nerd culture.” Over the next six months, they will each have regular check-ins as part of a mentorship program, and will eventually have the opportunity to pitch their format as a Spotify Original podcast.
Check out what each winner had to say:
Fabio: “I was able to learn a lot not only from the numerous experts in sound, technology, language and concept development, but also from the 20 absolutely horizon-expanding participants that Spotify brought together. For this experience a huge thank you to all of you—you have made the year 2020 a lot sweeter for me!”
Taiina aka Maria Moschus: “I am super happy to finally share these exciting stories with the world! There is still a lot of work ahead of me, but I am really looking forward to the day of release. Who knows, maybe we will celebrate it with a drag show!”
Tai: “My podcast idea was born shortly before the deadline out of frustration at the spaces I move around in. It’s incredible that I’ve gotten so much good feedback since my first application interview—which made me very proud again at the end of the pitch. This gives me confirmation as a person, because I put everything into my podcast idea that makes me special. Especially as a trans* person, working only with the voice makes me vulnerable.”
Three participants from SoundUp 2019 who already have their own podcasts on Spotify were also involved in the 2020 program, serving as mentors and sharing practical tips on creating a successful podcast. We asked them a little bit about what’s changed from SoundUp 2019 to now.
“By now I have become a lasting part of the queer podcast world! Having produced 25 episodes made me get used to some kind of relaxed podcast routine and I am grateful for many loyal listeners. However, some interviews still make me a little nervous, but I usually feel very comfortable in my role of a podcast host which I have been for more than a year now.
In the last year I have learned a lot—both about podcasting and myself. My podcast project has even helped me to grow a bit personally. I can now make many new private and professional contacts and I am proud of having achieved what I intended with my podcast.”
“My political opinion on queer life in the countryside becomes more clear and profound. My podcast does not only stand for visibility, but also for the constant demand of creating safety and safe spaces for “coming outs” and queer life in rural areas. Many people helped me share my point of view and I am very grateful for that. I enjoy being an advocate for these matters, receiving messages from people all over Germany—I have the feeling that my podcast and the inherent mission develops into more than just an audio file, which feels great.”
“Before SoundUp 2019, I knew nothing about podcast production and what potential there was in the podcast world. Also, I was not sure if anybody would be interested in stories of queer Asian people living in Germany, since we are seldom visible in the media. Through the mentoring and lectures provided by SoundUp, however, I learned not only technical skills necessary to start my own podcast, but also developed the confidence in me that life stories of queer Asians do matter and my podcast would connect people across boundaries. As I produced the first interview of Bin Ich Süßsauer?, I stubbornly tried to stick to what I learned from SoundUp, especially regarding the length of the episode. Very soon, however, I learned that life stories needed more time to be told and people were ready to take time to listen to them. Today, I have a growing number of audience and I am grateful that they share their enthusiasm with me via mails and messages.”
Spotify’s SoundUp is held in the U.S., UK, Germany, Australia, and now Sweden and Brazil. The program assists aspiring podcasters from underrepresented backgrounds in gaining the expertise they need to create their own podcasts. Read more about it here.
In the German market, LGBTTIQ* stands for Lesbian, Gay, Bisexual, Transexual, Transgender, Intersex, and Queer; the asterisk represents unnamed identities.
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.
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.
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