Photo credit: Spotify
Spotify launched its Sound Up initiative in India to give a boost to underrepresented female podcast makers.
The Spotify Sound Up program was launched in 2018 and has grown every year. This year the initiative expands to include training resources for women who podcast in India. The program helps participants hone their podcasting skills through training, mentoring, workshops and other supports from Spotify.
“Since launching in 2018, Sound Up has successfully supported the voices of underrepresented communities in a bid to tackle inequality,” said Natalie Tulloch, Global Head of Spotify’s Sound Up Program. “The program seeks to identify opportunities for new talent, and we look forward to finding and representing unique storytellers from India.”
“Ultimately, we want to create a cascading effect where as we support more women, they in turn act as role models and allow other women in their network to double the female voice in the network. ‘audio industry,’ continues Tulloch. “And to ensure that everyone has equal access to resources and technology, Spotify will provide computers, internet access and podcast recording equipment to Sound Up attendees.”
The Spotify Sound Up program for India will begin with four weeks of virtual sessions.
These sessions will include live lessons, recorded lessons, and one-on-one meetings with the Spotify team. Eight weeks after the end of the virtual classes, participants can submit a final trailer and pitch proposal for the option of being selected to attend further Sound Up sessions in 2022.
Spotify hopes to incubate talent in developing countries to develop their local podcast market. Applicants interested in the Spotify Sound Up India program can apply until July 26. The program is free and open to all residents who identify as women over the age of 18. After July 26, ten finalists will be chosen to participate in the program later. this year.
In 2021 alone, Spotify Sound Up has expanded to 14 countries. Ten finalists from each country are selected to participate in the program, adding 140 emerging creators to Spotify’s list of exclusive podcasts. Sound Up has been offered to women and people of non-binary color in the US, UK, Ireland, Sweden, Brazil, and Germany.
Spotify also launched its AmplifiHer program in India to attract more women into music and podcasting. Spotify hopes to inspire more talent to enter the audio industry, especially women who are traditionally under-represented. Research conducted at the launch of Sound Up in the UK found that less than 5% of the UK’s top 100 podcasts are hosted by black women or non-binary people.
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