Spotify is playing its part in addressing the lack of diversity in podcasting. In an industry that is increasingly under fire for its lack of diversity, Spotify is doing its bit by supporting non-white voices and positioning creators for success in the podcast industry.
This article will cover how Spotify's Sound Up program is supporting underrepresented podcast communities and why this is important for giving those communities equal opportunities to succeed in podcasting.
How Spotify’s Sound Up Program Is Addressing the Lack of Diversity in Podcasting
Sound Up, Spotify's program aimed at addressing the lack of diversity in podcasting, is helping minorities thrive in the white-dominated market. The program is aimed at equipping would-be podcasters with the training and tools necessary to get them started on their podcasting journeys.
As described in a Spotify blog post:
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.
Launched several years ago, the program invites budding podcasters to apply to join each year, even those with no podcasting experience, and upskills and prepares successful candidates for a life in podcasting.
The program is open to applicants around the world and in the US, and guides them in developing and producing their own podcasts—essentially uplifting underrepresented voices by helping them position themselves for success in podcasting.
Which Communities Does Spotify’s Sound Up Program Support?
The Sound Up program has received tens of thousands of applications since its inception, and more than 60 people from around the world—including the UK, Australia, the US, and Germany—have completed the program to date. Several of those graduates have launched their own podcasts, with some of them now having Spotify Original podcasts of their own.
The program is available in 14 countries, having added more than 140 budding creators in 2021 alone. Some of Sound Up's launches include a Latinx US program with a focus on creating multilingual podcasts for a booming Spanish-speaking US audience, female podcasters in India, and lower-income youth from large urban communities in Argentina.
Sound Up will be launching in Mexico, Spain, and Italy as well.
Why Diversity Is Important in Podcasting
Podcasters should reflect their audience. While the majority of podcast listeners are white, the listenership is diverse. A recent Nielsen report found that podcast audiences are growing in diversity.
Specifically, non-white podcast audiences are growing faster than white audiences. Non-whites account for 41% of podcast audiences, compared to the 34% of non-whites that make up the adult US population. Since podcast audiences are growing in diversity, it is increasingly important to have more non-white creators serving these audiences.
In a world that is becoming increasingly aware of the need for diversity in the media, it is pertinent that the industry responds by supporting emerging voices and would-be creators from underrepresented communities, to position them to better serve those communities. In doing so, it gives them a fair chance at succeeding in this growing industry.
Spotify Is Playing Its Part in Improving Diversity in Podcasting
Although technology is becoming more accessible in some developing countries, making it a little easier for aspiring podcasters to launch careers, they need more than that to have a proper chance at achieving success in podcasting.
Emerging podcasters need proper training and support to position themselves better as creators, and to give them better tools and opportunities to serve the communities they represent. Spotify's Sound Up program is helping to do just that, leveling the playing field for creators from underrepresented communities, thereby giving them a fair chance at true success in podcasting.