Women in music hold many roles—they are singers and songwriters, producers and engineers. They must overcome age-old barriers to put their artistry and creativity to work and make their voices heard among fans worldwide. And yet despite decades of progress, women are still vastly underrepresented on the top music charts.
The 2022 study “Inclusion in the Recording Studio?”, the fifth annual report on the music industry from Dr. Stacy L. Smith and the USC Annenberg Inclusion Initiative, details the numerical realities of this inequality. The report, which was funded by Spotify again this year, provides a comprehensive industry update on inclusion—and shows that much more needs to be done.
Spotify has been working hard on creating spaces and opportunities for women with on-platform campaigns such as EQUAL. But as we’ve seen clearly, the results are not good enough.
“To rise to a challenge, the industry must first understand it. This is why the efforts of Stacy Smith, Karla Hernandez, and the entire team behind the USC Annenberg Inclusion Initiative are critical,” said Dawn Ostroff, Chief Content & Advertising Officer, Spotify. “These results underscore the need for action. We are committed to continuing to support this important research, to elevating women who can, in turn, create opportunities for women, and to making meaningful progress to improve equity across the world of music.“
The study explores the intersection of gender and race/ethnicity for artists. In contrast to the lack of women artists, artists from underrepresented racial/ethnic groups represented over half of 2021’s artists. But Dr. Smith explains, “Although the data reveal an increase for women of color, these findings indicate that there is more work to be done.”
Women songwriters and producers remain outnumbered
“Inclusion in the Recording Studio?” didn’t only look at front women but also at those behind the scenes, and it found that women songwriters and producers remain outnumbered. Overall, across a total of 1,522 producing credits in the 10-year sample, 97.2% were men and 2.8% were women.
A nod toward nominees
The study assessed every nominee at the Grammys® that received recognition in the categories of Record of the Year, Album of the Year, Song of the Year, Best New Artist, and Producer of the Year for the same time frame. It found that women were more likely to be nominated for Best New Artist (44.4%) and Song of the Year (28.8%). On the other hand, they represented the lowest percentage of nominees in the Album of the Year (9.7%) and Producer of the Year (1.9%) categories.
“Uplifting women in music is crucial, as it allows women to grow in their careers and opens the doors for younger women aspiring to work in this industry,” said KarlaHernandez, the study’s lead author. “This is especially true for women of color, who are often excluded from prestigious institutions and career recognition. We must see women’s work showcased and nominated, giving them space in writing rooms and studios. By actively working toward inclusion, we can bring forth a new wave of talent and creativity.”
There’s much more to be done, and the report also recommends changes to increase the number of women as artists, songwriters, and producers and provides solutions for sustaining growth for underrepresented artists. Read the rest of the data, as well as the recommendations, in the full report.
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.
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.
This autumn, hundreds of podcast hopefuls submitted their pitches for an original show. Ten were awarded the opportunity to learn how to bring their stories to life. Ultimately, three finalists emerged, who will go on to make their own podcasts, thanks to Spotify UK’s first-ever Sound Up podcast bootcamp.
The week-long, intensive bootcamp for up-and-coming podcasting producers was specifically created to help foster talented—but often underrepresented—voices in the field. To qualify for consideration, Sound Up applicants had to identify as a woman or non-binary person of colour.
“We wanted to look at ways in which we could highlight diverse voices in podcasting,” says Alexandra Adey, UK Podcast Partner Manager at Spotify, “and to give people the tools to make content if they weren’t able to do so previously.”
Inspired by the success of a similar Spotify event in New York,Alexandra and her London-based team invited ten creatives to join the budding podcasters for five days of talks, master classes, and studio time. Attendees heard from industry experts on how to develop and improve their skills in sound design, editing, branding, production, social media, and storytelling.
At the end of the week, they pitched their podcast ideas to a panel of external judges, all prominent figures from across the UK audio industry. Three winners were selected: Sangeeta Pillai, Kym Oliver, and Olorunfemi Fagunwa. They were rewarded with ongoing technical and marketing support from Spotify, as well as free software packages and studio time to help bring their podcasts to life.
“A lot of women from my culture don’t even listen to podcasts, because [the topics are] not relevant to them. I think if we make content that speaks to what they care about, and open up spaces for them, I think there will be a lot of engagement,” says Sangeeta, whose Masala podcast focuses on “lovely warm chats over a cup of tea” with other women “doing something fantastic in their field.”
Sound Up also leaned into the democratising power of the medium. As Alexandra shared, “Podcasting is fantastic because in one respect it’s a very level playing field … A good podcast creates its own little fan club or listening gang. And it gives you room to hear content you wouldn’t hear on mainstream radio.”
Accessibility, in a different sense, is especially important to Kym Oliver. A wheelchair-user, she values the fast-track options to creativity that a podcast readily offers. Her winning submission was for an audio play about a failed fictional reality TV star.
“A podcast is super accessible,” she affirms. “You can just put your thought out there. And I don’t think people historically went into it thinking, ‘I’m gonna do a podcast, I’m gonna become a millionaire!’ They did it because they wanted their voices to be heard. It’s an audience-driven thing.”
Kym further shared that her week at Sound Up “was collaborative, it was loving, it was sharing, and everyone was supporting each other. And even the generosity of the people who were coming to give the master classes was really inspiring.”
The third winner, Olorunfemi Fagunwa, is the force behind the podcast Notorious, “about women in history who are known as being disruptors or troublemakers in some ways. We want to throw a light on women around the world who are often overlooked or not paid attention to, and get a sense of their time and space.” Her work focuses on interviews with historians, researchers or people who might have known them. First up: Winnie Mandela and Funmilayo Ransome-Kuti.
Sound Up is now sounding off—helping to amplify voices and increase diversity—and it’s clear that the podcast revolution is on.
Twelve-year-old Destiny once dreamed of dancing backup for Beyoncé. After participating in TiffanyMiranda’s girl-powered program Girls Make Beats, those dreams have grown. Her new ambition? “Becoming the next Beyoncé.”
Girls Make Beats focuses on empowering and teaching the next generation of women studio engineers, DJs, and producers. With 200 trainees and counting, Girls Make Beats utilizes educational programs, summer camps, networking events, and after-school seminars in cities like L.A. and Miami to educate girls ages 8 to 17 on the ins and outs of the music industry.
Given the underrepresentation of women in music, Miranda’s project is an important one. Spotify has made supporting females in music production a priority. Our EQL Directory and EQL Studio Residency program both work to provide resources and recognition for up-and-coming female producers, our Equalizer project includes a producer camp and podcast to help women navigate the world of production, and our Sound Up Bootcamps provide opportunities for women in the U.S., UK, and Australia to break into the podcasting world.
But, we know inspiring the next generation is critical to continuing to make the industry more inclusive. That’s why we’ve partnered with Girls Make Beats to help provide scholarships for talented young women working toward their dreams.
“I created Girls Make Beats because I started in the music industry at a very early age as a singer. There were very few women that were actually in the creative control positions, and I became passionate about learning how to do it on my own,” Tiffany “Delilah” Miranda, president and founder of Girls Make Beats, says about the program.
In our exclusive video below, meet a few of the girls making beats as they share why being female in this field matters.
Miranda’s advice to young women making music? “Educate yourself as much as possible.”
Join our efforts for equality in the music industry. Clickhere to help provide a Girls Make Beats scholarship for a talented girl in need.
Jasmine Solano knows how to connect with fellow hustlers.
“I’ve been told I’m a mix of Angie Martinez and Oprah when it comes to interviewing artists” she says. “That might be a stretch, but I’ll take it!”
Jasmine is the host of Ebb & Flow, a new podcast from Spotify and New Amsterdam Vodka launching August 20. The five-episode series features candid conversations with rising hip-hop artists and entrepreneurs who have dreamed, worked, and sacrificed their way to the top. As an accomplished DJ, musician, TV host, and influencer herself, Jasmine understands that success doesn’t always come easy, but with talent, dedication, and a little help from the cosmic forces that be, almost anything is possible.
Featuring guests Bryce Vine, GASHI, J.I.D, Saweetie, and Skizzy Mars, Jasmine promises that Ebb & Flow isn’t your “typical” interview series. Raw, personal, and real, it details “the struggles and celebration of the journey.” Below, Jasmine Solano opens up about her own success, how she first launched her career, and how her future with Ebb & Flow was written in the stars.
What was the worst job you ever had?
When I was 17, I worked coat check at a club. There was a good and bad side to that job. Managing 400 coats a night with people losing their tickets and being rude… that was not so fun.
But the DJ, who was generously cool, would let me get on the turntables for a bit at the beginning of the night, before anyone was at the club. I got to practice DJ-ing live there – so my worst job actually became a stepping stone for my future life.
What was the best career advice you’ve ever been given?
Keep going. If you’re on the talent or entrepreneurial side, there are highs and lows… which is why Ebb & Flow is such a great name for this podcast. There are so many risks and heartbreaks involved with being an artist and running your own business and brand. It’s so easy to quit.
You really have to keep going until it pops. Find your groove until it creates momentum. You should have a drive that’s unlike anything else. It has to be fierce, consistent and nonstop… always stay ready for what’s around the corner.
When did you feel like you had really “made it”?
I have a music duo with MeLo-X called Electric Punanny. We’ve toured worldwide several times, and during one of those tours we performed at Glastonbury Festival in the U.K. We played on the Favela Stage, which was an entire wall the length of a New York City avenue decorated like favelas in Brazil. It was wild.
During that experience, I realized, “Wow. We are global. Not everyone knows our name, but we made it.”
You’ve worn a lot of hats throughout your career, including DJ, host, and music influencer. What would you say is your main area of expertise?
DJ-ing is number one. I’ve been DJ-ing now for 15 years.
My second main title is producer, which means many things in my world: producer of music, events, tours, organizing and mobilizing people. I take on roles from booking agent to accountant and everything in between. My expertise varies, but my main passion is understanding the climate of music and culture.
Another passion of mine is bringing people together and creating a space in which they feel comfortable sharing their stories. The reason I was obsessed with Ebb & Flow when I got the call was because I am an artist as well. If anyone can understand the lifestyle, and the trials and tribulations of an artist’s life, it’s me. I love talking to people about why they are how they are. I think those conversations are so fruitful, not just for fans who already love these artists, but people in general who are trying to build from the ground up.
Ebb & Flow is not your typical interview series. In some of the episodes, artists started tearing up. We got into some really emotional talks. It really just felt like I was talking to some of my best friends. I think that just comes from artists talking to artists, entrepreneurs talking to entrepreneurs; there’s a sense of understanding and comradery. It’s going to be really beautiful for fans to hear these conversations throughout the series.
Ebb & Flow isn’t the first time you’ve collaborated with New Amsterdam Vodka. What do you value most about being a New Amsterdam Vodka ambassador?
The people behind New Amsterdam Vodka have their finger on the pulse in terms of what to support. A lot of artists and entrepreneurs need partnerships, especially for creative ideas that need funding and backing. New Amsterdam Vodka has been one of those brands identifying projects and people that are pushing the culture forward.
The ethos of New Amsterdam Vodka is similar to that of a touring artist: The person that is always out pushing the needle and making the most of life. It’s definitely the perfect partnership.
How were you first approached about hosting Ebb & Flow?
It’s a really funny story. Back in January, someone told me, “It’s about the ebb and flow.” People have probably heard that phrase their whole lives, but for some reason, I had not heard it in at least a decade. I loved the meaning behind it, which references the waves of the sea. Like the seasons and the tide, everything has cycles.
A week later, my acupuncturist had a candle that said “ebb and flow.” Then I heard a song on the radio called “Ebb and Flow.” Every two weeks, “ebb and flow” would somehow come up in my life.
Then I got the call for this show and expressed how much I loved the concept. Then they told me the title was Ebb & Flow, and I nearly lost it!
So crazy! Do you think that when it comes to success, there’s something cosmic at force, or do you think it’s more luck, or hard work? Maybe a combination?
It’s everything you mentioned. It’s cosmic energy, destiny … mixed with devotion, timing, hard work, and talent.
I’m no guru; I don’t know the formula. But when people have all of that going at the same time, special things always happen.
Podcasts are taking over. As it stands, one-third of Americans tune in, with 12 percent of listeners streaming 10 hours or more a week. Needless to say, it’s an exciting storytelling medium—and one that can have a major impact when it comes to representing diverse voices. And while women of color have been breaking ground in podcasting well ahead of the latest boom, there’s plenty more to be done, with a recent study showing that only 22 percent of podcasts are hosted by women, and even fewer when it comes to minority women.
In order to begin shifting that imbalance, Spotify hosted the first-ever Sound Up Bootcamp, a weeklong June intensive for aspiring female podcasters of color. The goal of the program was to bring more diverse voices into the podcast world—specifically voices belonging to women of color.
“Podcasting is more accessible to makers than most other media—production costs are lower, and the gatekeepers fewer,” says Rekha Murthy, a podcast and radio veteran with over 20 years of experience who co-taught the workshop. “More people are starting to take advantage of that opportunity. I’ve learned more about the experiences and perspectives of people of color through podcasting than anywhere else. I’ve come to a better understanding and appreciation of my own identities as a woman, and as a woman of color, thanks to podcasts. I’m sure some of that is because I intentionally seek out these voices. But also, they are there in ways I rarely find in, say, broadcast radio. There are also not enough.”
Sound Up Bootcamp featured daily sessions for 10 women of color who had been selected from over 18,000 applicants. Murthy and her colleague Graham Griffith led conversations on topics ranging from identifying an audience to honing a breakthrough message. Over the course of the week, attendees also learned from experts in the field about the art of podcast creation, from initial ideation to editing, producing, and marketing.
The women in attendance included Titi Shodiya, Kristina Ogilvie, Janina Jeff, Shonté Daniels, Amanda B, Tiara Darnell, Ivy Le, Doreen Wang, Gabriela Quintana, and Sun H. At the end of the course, 3 of the women—Titi, Kristina, and Janina—were awarded up to $10,000 each to fund their proposed podcasts. You can read more about each of the winners, their backgrounds, and their groundbreaking ideashere.
Murthy is optimistic about the medium’s ability to reach women of color, and the palpable enthusiasm in the room of bootcamp participants—each with a unique and provocative story to tell—only fueled that belief.
“What excites me about podcasting is that it’s still new, and we have an opportunity to shape the field into something that looks and sounds more like our country and our world,” added Murthy. “I think we’ll also find that’s where success lies.”
Greg Herman, video and non-music programming manager at Spotify, agreed. “It all begins with the creators,” he said. “Once you begin writing podcasts for people outside of the standard male demographic, you naturally grow a wider audience. It really begins with getting your message out there.”
For many of the women in the workshop, personal inspiration came from some fresh voices already being broadcast in the podcast universe. Spotify’s Christina Choi, Senior Producer and Senior Partnerships Manager, shared a few favorites of her own with the group.
“Code Switch features interesting stories from a diverse group of journalists,” she said. “Ear Hustle is a fantastic podcast produced by inmates at San Quentin State Prison telling stories about prison life.Nancy is hosted by two Asian American hosts about LGBTQ culture.2Dope Queens is a comedy podcast featuring two black female comedians talking about society and pop culture. AndAnother Round is currently off at the moment, but it was one of the first podcasts hosted by women of color.”
Other podcasts that came up in conversation as fuel for creativity included The Nod, which “gleefully explores all the beautiful, complicated dimensions of black life.”Good Muslim, Bad Muslim dives into “the good and the bad about the American Muslim female experience.”The Mash-up Americans is “your guide to hyphen-America.”
And while the list goes on, much of it has yet to be written. If the powerhouse women represented at Sound Up Bootcamp have anything to do with it, that chorus of voices is about to get a whole lot louder.
Recent Comments