Here are 4 ways that Spotify elevated India’s podcast ecosystem in 2021

Given the intimate nature of podcasts, the medium has become much loved by Indian creators and listeners alike. The ease of access to podcast creation tools such as Anchor, and the availability of content across languages and genres for those seeking audio content have added to the popularity. Spotify has been an integral part of this growth in India and is back with the second edition of Spotify Podcasters’ Day on November 26. 

The company launched its first local Original podcasts in India two years ago, and ever since, it has invested deeply in educating the local creator community to enable the growth of the podcast ecosystem here. These initiatives include:


  1. Train aspiring creators on podcasting: Outside of direct collaboration with talent, Spotify also runs workshops with external organizations such as the India Film Project, among others, to identify talent with high-potential podcast ideas and support them in making it a reality. They get access to mentorship, along with critical counsel on the production and publishing of the first season of their podcasts. 
  2. Sound Up: Started as a one-time event in 2018, Spotify’s Sound Up has transformed into a long term initiative that puts the spotlight on underrepresented voices in podcasting. It launched in India a few months ago, focusing on women as the benefactors. The selected participants are currently honing their podcast skills through training, mentoring, workshops, and full-program support. The company is not leaving behind women who applied but didn’t make it to the Sound Up program. Spotify will reach out to 1800 women and host an exclusive podcast training session for them.
  3. Creator Accelerator Program: Spotify is identifying talent that already has their own podcasts, as well as experts whose content is currently consumed via visual or other mediums - and empowering them with tools and resources that enable them to engage their fans in more meaningful ways. These creators will have the opportunity to reach a newer audience with Spotify, with their podcasts exclusively available on the platform.
  4. Spotify Podcasters Day 2021: Wrapping up the year, the event will bring together voices from across the industry, including those in front of the mic and behind the scene. Each of them will address important questions about the medium, using their personal journeys as examples. 

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