🔴 Spotify testing full-length video, Coca-Cola to expand Coke Studio, and what’s making waves









AC July 4 issue


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Written and curated by Shreya Sharma

Hello there! In today’s issue, we’ve got Spotify’s expansion into video, a new podcasting studio, Coca-Cola and the power of ads in audio, upcoming events, and what’s making waves in audio.

Let’s dive in, shall we? 

🎙️ Audio News

1

Spotify is preparing to launch full-length music videos in-app, Bloomberg reports. 

Ashley Carman shares that the audio streaming app has “already begun talking to partners” about this addition. 

  • With this move, Spotify will position itself as competition to YouTube and TikTok. 

  • Earlier this year, Spotify began its foray into short-form video with a vertical scrolling home screen, similar to TikTok’s. 

  • This news comes from sources familiar with the plan. However, Spotify has yet to comment on it. 

In related Spotify news: 

  • In Atlanta, Spotify has opened a free podcasting studio inside Nourish Botanica, a Black woman-owned plant shop.

2

Coke Studio, Coca-Cola’s music platform, is set to record original songs with artists. 

Digiday’s coverage notes that this is a move beyond “just working with artists for advertising.”

  • Coke Studio recently released the first of about 25 songs that are expected to be released through summer. 

  • 19 artists from varying backgrounds in music will collaborate on the songs being released this year. 

  • In addition to creating original music and growing artist partnerships, Coke Studio is also participating in music festivals. 

  • Why this could matter to the audio industry: As Digiday notes, this suggests that Coca-Cola understands the importance of music in ads. As content niches deepen, audiences are more likely to resonate with community-focused brands over product-centric ones. 

  • My favorite Coke Studio song is from Coke Studio Pakistan Season 3: Alif Allah, Jugni. Reply to tell me yours!

📅 Upcoming Events

Events to keep your ears open for:

  • On July 5, Megan Accardo is hosting a workshop on how to get more clients from your podcast.

  • On July 15, the BPA Summer Social for Content Creators is happening in Brooklyn. Tickets are priced at $36.52.

  • On August 8, Riverside.fm is hosting a webinar on the power of storytelling in podcasts.

💪 Resources for Brands

Every other week, we’ll be sharing a resource (either in-house or otherwise) for brands and stakeholders in the audio space.

On the Podcast Bestie, Courtney Kocak and Danielle Desir Corbett talk about how to leverage blogging strategies for your podcast. 

🌊 Making Waves
  • Last week, Sounds Profitable released The Podcast Opportunity, a study of buyer perceptions of podcast advertising. In the newsletter, Tom Webster writes Neither Fish Nor Fowl, an article to put some of the findings into perspective.
  • She Podcasts and The Qube collaborated to present a panel led by Queer News’ Anna DeShawn on Being Black & Queer in Podcasting. The panel talks about the lived experiences of Black podcasters.
  • In the UK, podcast company Stak recently hit 300 million podcast downloads. The company, which launched in 2018, focuses on “podcasts that champion independent voices.”
  • Pacific Content has been publishing a breakdown of roles in podcasting. The latest breakdown was on the role of The Executive Producer.
  • Twitter announced a temporary limit on the number of posts unverified accounts can view. The non-Twitter Blue accounts can read 800 per day, while the Twitter Blue ones can view 8000 per day.
  • ICYMI: Last week on Hot Pod, Amrita Khalid interviewed Chris Morrow, the new head of audio at Plan B. Plan B is a production company founded by Brad Pitt.

👩‍💻 Credits

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