Spotify first launched in Italy Sound Up, the global program to support the production of original shows by aspiring podcasters who are part of underrepresented categories in the world of audio content. In fact, while the growth in the supply and consumption of podcasts in the digital entertainment landscape in Italy continues, Spotify notes that there are still significant inequalities within the audio industry.
According to data released by Spotify, in fact, only 22% of the podcasts present in the Italian top 100 ranking are conducted by women, while 64% of the most popular titles are conducted by men. In 10% of cases, on the other hand, there is both a female and a male voice (4% did not declare the gender). Almost 60% of the podcasts in the top 100 run by women belong to only two categories: Health and Wellness (32%) and Education (27%), themes particularly loved by the public over 35. Only 14% of Italian podcasters conduct shows on broader themes of society and culture – by far the genre most followed by Italian users – or current affairs and politics. There are even fewer podcasters that tell Stories (9.1%) or produce True Crime (4.5%), two genres on the rise, especially in the interests of Gen Z.
To make the audio industry more inclusive every day, starting with the female presence, Spotify has therefore decided to dedicate the first Italian edition of Sound Up to training and supporting podcasters, thus helping to develop a space for new voices and perspectives.
Applications for the program – free of charge – are open on the soundupitaly.splashthat.com website from Monday 13 September to Sunday 10 October to anyone who is at least 18 years old, resides in Italy and identifies as a woman and has an original idea for a new podcast. No previous experience is required – Spotify is looking for the best ideas. A first phase of the program will include 4 weeks of part-time virtual training – a mix of live virtual lessons, recorded video and homework. This phase will take around 8-10 hours per week. All scheduled lessons will take place in the evening, so as not to affect the working week, while the remaining activities are flexible. In the second phase of the program, up to 10 participants of the first phase will be selected to participate in a second phase of training, virtual and face-to-face during 2022, including 1 week of workshops, panels and activities related to the world of podcasting, which will be will be held in attendance, with the guidance of experts and professionals in the sector. If for security reasons phase 2 cannot take place in person, Spotify reserves the right to organize phase 2 in virtual mode.
The program is conducted in collaboration with Sabrina Tinelli, head of editorial content for Chora Media and Rossella Pivanti, independent producer, as facilitators who will support the 10 candidates selected throughout the course.
All information is available at soundupitaly.splashthat.com