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Spotify and Vayner Media on the future of storytelling through audio

The Drum and Spotify have launched a special three-part podcast series and the first episode themed around the ‘Future of Audio’, with the second episode themed around ‘Storytelling through Sound’ launching today.

Moderated by Charlotte McEleny, The Drum’s Asia editor, the podcast features Vanessa Goh, creative strategist lead, SEA from Spotify alongside VJ Anand, head of creative, APAC at VaynerMedia.

Audio has increasingly become a powerful influencer in the last few years with brands starting to recognise the capability of audio in various facets of creative storytelling. The episode looks at what is behind the effectiveness of digital ads, now that we have audio and music with us all the time on-demand.

The specially curated second episode of the ‘listen and learn’ session covers the journey and the possibilities of storytelling by deploying the power of audio.

Elaborating on storytelling in sound, Spotify’s Goh says, “audio is storytelling, it's one human speaking to another.”

Some of the themes covered include the true creative capability of audio highlighting best practices from brands that have used it well and delving into what’s holding sound’s full potential to be unlocked. It also looks at the particularly important and often overlooked layer around what do consumers want and how brands can learn and make their storytelling better.

Vayner Media’s Anand, who discusses his journey creating a sonic branding for his former employer Gojek in the episode, adds, “It's actually branding that you want your sound to be embedded in, like history or a memory, or until it becomes a cult classic.”

Tune in as The Drum and Spotify explore the new creative frontiers of sound, looking at how technology, data and emotion can come together and help create a powerful digital advertising and storytelling platform.

To find out more about audio, an underrated digital and creative platform, and its ability to tell stories listen to episode two of the podcast now. To start from the beginning of the podcast, subscribe to the series on Spotify.