1 00:00:07,920 --> 00:00:13,160 Speaker 1: Hello, and welcome to Strictly Business, Varieties podcast featuring conversations 2 00:00:13,280 --> 00:00:17,079 Speaker 1: with industry leaders about the business of media and entertainment. 3 00:00:17,480 --> 00:00:22,160 Speaker 1: I'm Todd Spangler with Variety Today. Our guest is Rachel Giazza, 4 00:00:22,480 --> 00:00:25,880 Speaker 1: e VP and Head of US Content at Audible, where 5 00:00:25,960 --> 00:00:30,479 Speaker 1: she oversees all content development, acquisition, and marketing for the 6 00:00:30,520 --> 00:00:35,400 Speaker 1: premium audio storytelling platform. Now. Audible was founded all the 7 00:00:35,440 --> 00:00:41,520 Speaker 1: way back in so it's a first generation dot com. Really, 8 00:00:41,600 --> 00:00:46,440 Speaker 1: it's two decades before the recent podcasting room, when its 9 00:00:46,440 --> 00:00:50,680 Speaker 1: original mission was to redefine audiobooks and audio entertainment. Here 10 00:00:50,720 --> 00:00:55,720 Speaker 1: we are more than twenty years later. Amazon bought Audible 11 00:00:55,800 --> 00:00:59,480 Speaker 1: in two thousand eight, and today Audible hosts more than 12 00:01:00,000 --> 00:01:04,520 Speaker 1: etcetera and seventy five thousand audio programs from audiobook publishers, 13 00:01:05,280 --> 00:01:11,200 Speaker 1: top Hollywood talent, broadcasters, magazine newspaper publishers, and other partners. Rachel, 14 00:01:11,280 --> 00:01:14,399 Speaker 1: Welcome to Strictly Business. Hi, Todd, Thank you so much 15 00:01:14,440 --> 00:01:17,280 Speaker 1: for having me. Uh, it's really wonderful to be here, 16 00:01:17,319 --> 00:01:21,640 Speaker 1: and that was a great overview of the company. Excited 17 00:01:21,680 --> 00:01:23,800 Speaker 1: to go into a little bit more depth on those 18 00:01:23,840 --> 00:01:26,960 Speaker 1: things as well. Yeah, it's a little bit meta here. 19 00:01:27,040 --> 00:01:32,240 Speaker 1: It's a podcast about podcasting. UM. So to kick things off, Rachel, 20 00:01:32,319 --> 00:01:35,319 Speaker 1: tell us about your role at Audibly. You've been with 21 00:01:35,400 --> 00:01:39,440 Speaker 1: the company about three years now. Yep, about three years. Um. 22 00:01:39,560 --> 00:01:43,360 Speaker 1: Time has flown by, but right now I currently oversee 23 00:01:43,880 --> 00:01:47,840 Speaker 1: as you mentioned, the team's responsible for US and global 24 00:01:47,880 --> 00:01:52,160 Speaker 1: content initiatives. A few interesting things to highlight around the 25 00:01:52,200 --> 00:01:56,760 Speaker 1: team's organization that focuses on a trifecta of work that's 26 00:01:56,800 --> 00:02:01,720 Speaker 1: really built to facilitate our ability to connect content to 27 00:02:01,760 --> 00:02:05,320 Speaker 1: the right audiences. So we have a consumer focused content 28 00:02:05,400 --> 00:02:10,519 Speaker 1: team that is really working on understanding cultural trends, our 29 00:02:10,520 --> 00:02:15,080 Speaker 1: customers needs and programming and curating that content to help 30 00:02:15,120 --> 00:02:18,959 Speaker 1: aid in the discovery experience for our customers. They're also 31 00:02:19,040 --> 00:02:22,280 Speaker 1: giving direct feedback in terms of what content we might 32 00:02:22,320 --> 00:02:25,680 Speaker 1: want to be creating and acquiring. Then we have our 33 00:02:25,720 --> 00:02:29,600 Speaker 1: Audible Studios team, which is overseen by one of our 34 00:02:29,639 --> 00:02:34,480 Speaker 1: newest leaders, u Zola Mashariki, and this is a group 35 00:02:34,720 --> 00:02:39,760 Speaker 1: of extremely talented creatives who are responsible for the creation 36 00:02:39,800 --> 00:02:43,480 Speaker 1: of our Audible originals. We also have content marketing as 37 00:02:43,520 --> 00:02:46,520 Speaker 1: you mentioned, and this is a really interesting area of 38 00:02:46,520 --> 00:02:51,639 Speaker 1: distinction for Audible and that we're really passionate about our 39 00:02:51,680 --> 00:02:55,400 Speaker 1: marketing and really creating marketing that is as big as 40 00:02:55,400 --> 00:03:00,000 Speaker 1: the story. So it's uh not infrequent that you'll see 41 00:03:00,160 --> 00:03:04,320 Speaker 1: billboards highlighting our content. But we're also working through doing 42 00:03:04,360 --> 00:03:08,440 Speaker 1: some really unique partnerships that really helped create a deeper 43 00:03:08,480 --> 00:03:13,119 Speaker 1: immersion and connection to our content. So for example, with Sandman, 44 00:03:13,200 --> 00:03:15,520 Speaker 1: which was a big release for us this year, we 45 00:03:15,600 --> 00:03:19,200 Speaker 1: did a partnership with Bing Bang, the tattoo artist, and 46 00:03:19,320 --> 00:03:23,600 Speaker 1: we actually created tattoos around the characters within Sandman and 47 00:03:23,639 --> 00:03:27,560 Speaker 1: then created an environment where customer fans could come and 48 00:03:27,560 --> 00:03:31,160 Speaker 1: get these tattoos by some of the best tattoo artists 49 00:03:31,200 --> 00:03:33,840 Speaker 1: in the world. And we saw that that really helped, 50 00:03:33,960 --> 00:03:37,960 Speaker 1: I think, create new experiences around the content and really 51 00:03:38,080 --> 00:03:41,840 Speaker 1: creates engaging ways to bring fans closer that. Of course, 52 00:03:41,880 --> 00:03:44,800 Speaker 1: we also have you know, the deal and partnership teams 53 00:03:45,160 --> 00:03:49,120 Speaker 1: as well as strategy planning and operations, UM, and we 54 00:03:49,240 --> 00:03:53,160 Speaker 1: all come together collectively to think about that end to 55 00:03:53,320 --> 00:03:56,840 Speaker 1: end experience of how can we find and create amazing 56 00:03:56,880 --> 00:04:00,760 Speaker 1: content and get that to the right audience. Okay, great, 57 00:04:00,800 --> 00:04:04,240 Speaker 1: well thanks for that overview, UM, And you know, to 58 00:04:04,320 --> 00:04:06,800 Speaker 1: start off, your audible is a little bit different from 59 00:04:06,840 --> 00:04:11,840 Speaker 1: the other podcast production studios and networks out there. Right, 60 00:04:12,000 --> 00:04:16,080 Speaker 1: most podcasts are available free ad supported basis when you're 61 00:04:16,080 --> 00:04:21,200 Speaker 1: starting to see subscriptions. But Audible's model for originals and 62 00:04:21,240 --> 00:04:26,240 Speaker 1: other audio content it's geared around it's already geared around subscriptions. 63 00:04:26,279 --> 00:04:28,040 Speaker 1: All the cards sell through. You don't really have an 64 00:04:28,040 --> 00:04:32,960 Speaker 1: advertising model, right, So what does that mean in terms 65 00:04:32,960 --> 00:04:36,600 Speaker 1: of how Audible develops and produces content and acquires content 66 00:04:36,640 --> 00:04:41,040 Speaker 1: differently versus some of the other players out there. Yeah, 67 00:04:41,080 --> 00:04:44,440 Speaker 1: it's super interesting question, um, And in fact, we do 68 00:04:44,640 --> 00:04:48,719 Speaker 1: have uh an ad supported tier in India, so I'll 69 00:04:48,760 --> 00:04:51,320 Speaker 1: talk a little bit about where you know, we're testing 70 00:04:51,400 --> 00:04:56,400 Speaker 1: different models, but you're absolutely right we approach content differently 71 00:04:56,400 --> 00:04:58,800 Speaker 1: than other services. And I think some of the core 72 00:04:58,839 --> 00:05:01,680 Speaker 1: of this is that there tends to be a polarity 73 00:05:01,760 --> 00:05:05,360 Speaker 1: polarity in audio where something's either an audio book or 74 00:05:05,400 --> 00:05:09,400 Speaker 1: a podcast. But in our case, the distinction for us 75 00:05:09,440 --> 00:05:12,239 Speaker 1: is that we're really thinking about audio as a sector 76 00:05:12,760 --> 00:05:15,360 Speaker 1: and so certainly we have audio books and podcasts, but 77 00:05:15,760 --> 00:05:19,440 Speaker 1: there's so so many things that are in between, and 78 00:05:19,480 --> 00:05:22,919 Speaker 1: things that were super excited about that really explore the 79 00:05:23,120 --> 00:05:27,880 Speaker 1: entire space of audio, and in order to do that right, UM, 80 00:05:27,960 --> 00:05:30,200 Speaker 1: we need to have models that really allow us to 81 00:05:30,279 --> 00:05:33,400 Speaker 1: reach customers in different ways. You know, we have titles 82 00:05:33,400 --> 00:05:37,520 Speaker 1: there are thirty hours long and episodes that are fifteen minutes. 83 00:05:37,560 --> 00:05:41,360 Speaker 1: And so what we have is UM offerings for the 84 00:05:41,400 --> 00:05:44,479 Speaker 1: consumers so that they can really kind of enter into 85 00:05:44,600 --> 00:05:47,600 Speaker 1: our offering and how it makes sense for them. So 86 00:05:47,960 --> 00:05:51,320 Speaker 1: our primary offering is Plus, which is really driven by 87 00:05:51,560 --> 00:05:55,000 Speaker 1: transaction and our credits. UM. This is really the right 88 00:05:55,279 --> 00:05:58,080 Speaker 1: model for somebody who really likes to get those big, 89 00:05:58,120 --> 00:06:01,760 Speaker 1: you know, new bestsellers, somebody who really wanted Sandman when 90 00:06:01,800 --> 00:06:04,479 Speaker 1: it first came out. UM. But we also have a 91 00:06:04,520 --> 00:06:08,200 Speaker 1: PLUS catalog which was launched in August of twenty nineteen, 92 00:06:08,839 --> 00:06:12,720 Speaker 1: and this is a elimitate to listening catalog that includes 93 00:06:13,320 --> 00:06:17,240 Speaker 1: exclusive podcasts, audio books, a lot of our originals are 94 00:06:17,279 --> 00:06:20,599 Speaker 1: in there, and that really it aids in discovery and 95 00:06:20,640 --> 00:06:24,200 Speaker 1: allows people to maybe try parts of audio that they 96 00:06:24,240 --> 00:06:29,040 Speaker 1: haven't experienced before, or perhaps somebody new to audio can 97 00:06:29,080 --> 00:06:32,160 Speaker 1: go there and really get a good breath of entertainment. 98 00:06:32,360 --> 00:06:36,120 Speaker 1: So we are kind of reaching audiences in different ways. 99 00:06:36,160 --> 00:06:39,960 Speaker 1: And as I alluded to, UM in India, for example, 100 00:06:40,080 --> 00:06:43,760 Speaker 1: we have a ad supported tier Um, so we're always 101 00:06:43,760 --> 00:06:47,640 Speaker 1: looking at ways to test different models to reach audiences. 102 00:06:48,160 --> 00:06:51,599 Speaker 1: I think, as you opened the conversation today, obviously there's 103 00:06:51,640 --> 00:06:54,679 Speaker 1: a lot of really exciting things happening in the audio space, 104 00:06:55,240 --> 00:06:58,040 Speaker 1: and so for us, it's important that we always continue 105 00:06:58,160 --> 00:07:01,920 Speaker 1: to grow and evolved. As you know, the world around 106 00:07:02,000 --> 00:07:05,159 Speaker 1: us involves, so you can expect us to continue to 107 00:07:06,240 --> 00:07:11,240 Speaker 1: try different things, particularly as it relates to reaching audiences 108 00:07:11,240 --> 00:07:14,880 Speaker 1: with the right content good. So when it comes to 109 00:07:15,200 --> 00:07:19,440 Speaker 1: originals and exclusive acquisitions in a nutshew, what is the 110 00:07:19,680 --> 00:07:23,640 Speaker 1: organizing principle? Right? What? What is it that makes an 111 00:07:23,720 --> 00:07:31,080 Speaker 1: Audible original awesome? So that is another wonderful question. Um, 112 00:07:31,120 --> 00:07:34,360 Speaker 1: you know, I think a lot of people still really 113 00:07:34,440 --> 00:07:40,920 Speaker 1: know Audible for being a third party audiobook distribute. Yeah, exactly, 114 00:07:41,120 --> 00:07:45,480 Speaker 1: But the truth is we've actually been creating original content 115 00:07:45,600 --> 00:07:50,080 Speaker 1: since our inception. Our initial move into audiobooks was really 116 00:07:50,680 --> 00:07:54,160 Speaker 1: more as a way of creating meaningful supply of high 117 00:07:54,280 --> 00:07:58,360 Speaker 1: quality storytelling to build out a put for that portfolio 118 00:07:58,440 --> 00:08:02,600 Speaker 1: of content that customers would find valuable. As you mentioned, 119 00:08:02,840 --> 00:08:05,600 Speaker 1: you know, we were doing subscriptions well before that was 120 00:08:05,640 --> 00:08:08,120 Speaker 1: a norm, and so it was really important that we 121 00:08:08,200 --> 00:08:10,840 Speaker 1: had all of these high quality things that people would 122 00:08:11,160 --> 00:08:15,000 Speaker 1: be willing to pay a subscription for. UH and audiobooks 123 00:08:15,000 --> 00:08:17,840 Speaker 1: was just a great way to build that supply. But 124 00:08:17,920 --> 00:08:22,240 Speaker 1: we've also been doing podcasts before they were even called podcasts, 125 00:08:22,240 --> 00:08:24,200 Speaker 1: so we have some early works that we've done with 126 00:08:24,240 --> 00:08:28,760 Speaker 1: the likes of Ricky Jarvais and Robin Williams. Um Our 127 00:08:28,800 --> 00:08:33,760 Speaker 1: current original program really kicked off in with a handful 128 00:08:34,080 --> 00:08:38,280 Speaker 1: of originals, and we've really been rapidly scaling since then. 129 00:08:38,920 --> 00:08:42,160 Speaker 1: I mentioned a little bit about Audible Plus before, but 130 00:08:42,720 --> 00:08:45,920 Speaker 1: with the launch of Audible Plus, it really blew open 131 00:08:45,960 --> 00:08:49,440 Speaker 1: the front door and has allowed us to create a 132 00:08:49,600 --> 00:08:54,000 Speaker 1: space for a lot of innovation in audio and a 133 00:08:54,040 --> 00:08:56,319 Speaker 1: lot of scale in terms of what we can provide 134 00:08:56,559 --> 00:09:01,840 Speaker 1: in original content. You know, Audible has been around for 135 00:09:01,880 --> 00:09:05,920 Speaker 1: a really long time, UM, but one of the things 136 00:09:05,920 --> 00:09:08,280 Speaker 1: that I think is amazing to talk about in terms 137 00:09:08,280 --> 00:09:12,720 Speaker 1: of the throughput of Audible's history is that it's always 138 00:09:12,800 --> 00:09:18,320 Speaker 1: been about high quality, highly produced, strong narrative stories that 139 00:09:18,360 --> 00:09:22,480 Speaker 1: are married with professional performances, and you see that today 140 00:09:22,679 --> 00:09:26,160 Speaker 1: like that is continued throughout our entire twenty six year 141 00:09:26,240 --> 00:09:30,760 Speaker 1: journey and certainly something that we're really focused on moving 142 00:09:30,840 --> 00:09:34,520 Speaker 1: into the future. As well. So you know, the current 143 00:09:34,559 --> 00:09:38,600 Speaker 1: content uh content boom around podcast People are listening to 144 00:09:38,640 --> 00:09:41,679 Speaker 1: this more than over any podcast as a format, as 145 00:09:41,679 --> 00:09:43,520 Speaker 1: an idea. It's been around for a while, but it 146 00:09:43,640 --> 00:09:46,080 Speaker 1: hit this hockey stick, you know, you can maybe trace 147 00:09:46,160 --> 00:09:50,400 Speaker 1: it to Serial right where that really was the zeitgeisty 148 00:09:50,559 --> 00:09:53,760 Speaker 1: moment that kicked people under our drive this, you know. 149 00:09:53,840 --> 00:09:58,000 Speaker 1: So we're seeing just a ton of new podcasts initiatives, 150 00:09:58,679 --> 00:10:02,880 Speaker 1: investments from Spotify and Apple and others. I mean, is 151 00:10:02,920 --> 00:10:06,080 Speaker 1: that is that a rising tide that has lifted your 152 00:10:06,640 --> 00:10:12,960 Speaker 1: your about? Yeah? I often refer to the audio renaissance 153 00:10:13,040 --> 00:10:17,400 Speaker 1: that we're in um and certainly it's been really great 154 00:10:17,720 --> 00:10:22,439 Speaker 1: in a couple of different ways. Certainly for customers who 155 00:10:22,800 --> 00:10:26,640 Speaker 1: I think there's just a more of a conversation around audio, 156 00:10:27,480 --> 00:10:31,160 Speaker 1: more people trying it every single day. It's also been 157 00:10:31,200 --> 00:10:35,680 Speaker 1: really great for creators who are now connecting to the 158 00:10:35,720 --> 00:10:39,360 Speaker 1: format and really understanding, you know, what the format can 159 00:10:39,400 --> 00:10:43,160 Speaker 1: be and how that format can really aid in their 160 00:10:43,240 --> 00:10:51,080 Speaker 1: creative process. For us, it's really cemented our vision for 161 00:10:51,120 --> 00:10:53,760 Speaker 1: the last twenty six years, and it's allowed us to 162 00:10:53,800 --> 00:10:59,000 Speaker 1: continue to create new things. But we're still in a 163 00:10:59,080 --> 00:11:03,120 Speaker 1: space where it's just the beginning, and there's a lot 164 00:11:03,200 --> 00:11:06,079 Speaker 1: of room for innovation. There's a lot of room for 165 00:11:06,679 --> 00:11:11,680 Speaker 1: continued experimentation from what we're creating an audio, but also 166 00:11:12,200 --> 00:11:16,360 Speaker 1: how customers are able to access and experience audio. So 167 00:11:17,080 --> 00:11:19,520 Speaker 1: for me, this is just the beginning, even though we've 168 00:11:19,559 --> 00:11:22,160 Speaker 1: already been doing it for for such a long time. 169 00:11:22,600 --> 00:11:26,600 Speaker 1: There's just so many new ways that it's just getting 170 00:11:26,600 --> 00:11:31,160 Speaker 1: more and more exciting. So, backing up to something you 171 00:11:31,240 --> 00:11:34,880 Speaker 1: said earlier, you do have an AD supported tier in India, 172 00:11:35,640 --> 00:11:38,320 Speaker 1: Um are you looking to to breaden that out into 173 00:11:38,360 --> 00:11:42,160 Speaker 1: the US or other markets? We're certainly looking at ways 174 00:11:42,240 --> 00:11:46,200 Speaker 1: to continue to bring new customers to audio and open 175 00:11:46,280 --> 00:11:49,240 Speaker 1: the funnel. One of the things I've been thinking about, 176 00:11:49,640 --> 00:11:53,200 Speaker 1: just in reflection for this conversation and others, is a 177 00:11:53,200 --> 00:11:55,920 Speaker 1: little bit about my history and background. So I've been 178 00:11:55,960 --> 00:11:59,480 Speaker 1: working in media for a long time, uh, and a 179 00:11:59,520 --> 00:12:02,400 Speaker 1: lot of my earlier time and media I was really 180 00:12:02,400 --> 00:12:06,680 Speaker 1: working on helping bring people to consume content that they've 181 00:12:06,679 --> 00:12:11,439 Speaker 1: already consumed in less friction ways. So for example, at Yahoo, 182 00:12:11,640 --> 00:12:16,400 Speaker 1: it was about moving people from print to digital. At Viacom, 183 00:12:16,400 --> 00:12:19,319 Speaker 1: it was about moving people from linear to O T T. 184 00:12:20,559 --> 00:12:24,360 Speaker 1: Spotify was really about moving people from downloads to streaming. 185 00:12:24,920 --> 00:12:27,760 Speaker 1: One of the things I think is really interesting in 186 00:12:28,320 --> 00:12:30,720 Speaker 1: the case of Audible, in the case of audio and 187 00:12:30,760 --> 00:12:34,800 Speaker 1: where we're creating, is that we're creating a new medium, 188 00:12:34,880 --> 00:12:38,760 Speaker 1: and there's so many people that have this opportunity to 189 00:12:38,840 --> 00:12:42,240 Speaker 1: explore the space and new ways. So of course we 190 00:12:42,320 --> 00:12:45,720 Speaker 1: have such an amazing breath of customers who have been 191 00:12:45,760 --> 00:12:49,280 Speaker 1: audiobook listeners for so much time and people who have 192 00:12:49,320 --> 00:12:51,520 Speaker 1: been listening to podcasts for a lot of time, but 193 00:12:52,040 --> 00:12:55,160 Speaker 1: we're really able to introduce new things to them. A 194 00:12:55,200 --> 00:12:58,679 Speaker 1: good example of this um is one of our projects, 195 00:12:58,679 --> 00:13:03,640 Speaker 1: The Coldest Case by James Patterson. This is a performance 196 00:13:03,679 --> 00:13:06,560 Speaker 1: that was led by Aaron Paul and brought him back 197 00:13:06,559 --> 00:13:10,520 Speaker 1: together with his Breaking Bad co star Kristin Ritter. It 198 00:13:10,600 --> 00:13:14,760 Speaker 1: was also a thirty person ensemble cast, and this is 199 00:13:14,800 --> 00:13:17,839 Speaker 1: new to a lot of our listeners who maybe are 200 00:13:18,040 --> 00:13:22,520 Speaker 1: listening to more traditional single narration audio books, and we 201 00:13:22,559 --> 00:13:26,680 Speaker 1: saw them really engage in this. We also saw them 202 00:13:26,840 --> 00:13:30,280 Speaker 1: expand kind of their awareness of what the audio format 203 00:13:30,320 --> 00:13:34,400 Speaker 1: can be, and I think that's just beginning and there's 204 00:13:34,440 --> 00:13:38,679 Speaker 1: so much space for that, both from incorporating people who 205 00:13:38,679 --> 00:13:42,079 Speaker 1: have maybe seen themselves more as podcasters and more as 206 00:13:42,120 --> 00:13:45,320 Speaker 1: audio book listeners. There's a lot of convergence in between 207 00:13:45,360 --> 00:13:49,880 Speaker 1: those things. Yeah, interesting point. Now, you mentioned Aaron Paul, Um, 208 00:13:50,400 --> 00:13:54,640 Speaker 1: you mentioned Neil Gaiman and The and the Sandman. Uh, 209 00:13:54,679 --> 00:13:57,200 Speaker 1: You've got two seasons out now, and I guess there's 210 00:13:57,200 --> 00:14:03,959 Speaker 1: a third one in the words yes, yes, coming out. Okay, um, 211 00:14:04,400 --> 00:14:07,880 Speaker 1: stay tuned, UM. But it does seem, you know, just 212 00:14:07,920 --> 00:14:09,840 Speaker 1: looking at your slate, you've got a lot of high 213 00:14:09,840 --> 00:14:14,120 Speaker 1: profile personalities in the mix, and you've um in the 214 00:14:14,200 --> 00:14:17,800 Speaker 1: last over the last year, you've been really ramping up deals, 215 00:14:18,200 --> 00:14:21,880 Speaker 1: exclusive deals with Hollywood talent. One of the most recent 216 00:14:21,920 --> 00:14:25,400 Speaker 1: ones you've done a deal with Carrie Washington and her 217 00:14:25,920 --> 00:14:31,440 Speaker 1: uh Simpson Street Production Company for three scripted originals. Maybe 218 00:14:31,520 --> 00:14:35,160 Speaker 1: just tell us what's what's behind this strategy? I mean, 219 00:14:35,280 --> 00:14:39,200 Speaker 1: is it you're looking for name brand folks from the 220 00:14:39,240 --> 00:14:44,400 Speaker 1: traditional entertainment world to find new audiences inaudible, or maybe 221 00:14:44,440 --> 00:14:48,760 Speaker 1: you can just walk us through the thinking on this. Yeah, 222 00:14:49,000 --> 00:14:51,400 Speaker 1: what we've really been focused on and what we care 223 00:14:51,480 --> 00:14:56,800 Speaker 1: the most about is great talent, great talent that has 224 00:14:56,840 --> 00:15:03,000 Speaker 1: extraordinary storytelling. We have been to your point, doing deals 225 00:15:03,000 --> 00:15:06,000 Speaker 1: of the last couple of years with high profile, high 226 00:15:06,040 --> 00:15:12,000 Speaker 1: impact talent like Carrie Washington or Laura Dern or Kenya Barris, 227 00:15:12,800 --> 00:15:18,480 Speaker 1: but we work with the vast audience of talent, So 228 00:15:18,600 --> 00:15:23,040 Speaker 1: we're working with renowned authors, award writing actors, as you mentioned, 229 00:15:23,360 --> 00:15:27,880 Speaker 1: household celebrities, but we're equally focused on emerging talent who 230 00:15:27,880 --> 00:15:30,680 Speaker 1: are on the custom breaking out. We have what we 231 00:15:30,760 --> 00:15:34,400 Speaker 1: liken to a department that's really focused on who are 232 00:15:34,440 --> 00:15:36,960 Speaker 1: the people who are telling things that need to be 233 00:15:37,080 --> 00:15:39,840 Speaker 1: heard and how do we help elevate those voices. So 234 00:15:40,400 --> 00:15:45,239 Speaker 1: we're really home to differentiated content across all types of categories, 235 00:15:45,360 --> 00:15:50,520 Speaker 1: voices and backgrounds, and that it is something that really 236 00:15:50,600 --> 00:15:54,680 Speaker 1: excites us and also again hits that throughput of something 237 00:15:54,680 --> 00:15:58,560 Speaker 1: that we've really been focused on for many, many years. 238 00:15:58,600 --> 00:16:02,720 Speaker 1: Certainly for me we're in this role, it's it's exciting 239 00:16:02,760 --> 00:16:06,320 Speaker 1: because I'm working with talent that really does hit all 240 00:16:06,360 --> 00:16:09,200 Speaker 1: of these different groups. And when you unleash that type 241 00:16:09,200 --> 00:16:13,520 Speaker 1: of talent into innovation, it's incredible to start to see 242 00:16:13,800 --> 00:16:17,360 Speaker 1: how it evolves and how each person brings their own 243 00:16:18,520 --> 00:16:22,880 Speaker 1: part to the program, And that to me is part 244 00:16:22,920 --> 00:16:25,240 Speaker 1: of this puzzle that makes so much sense and makes 245 00:16:25,280 --> 00:16:28,920 Speaker 1: it such an interesting space at the moment. Now, you 246 00:16:29,200 --> 00:16:31,080 Speaker 1: mentioned a couple of names, but let me just wrap 247 00:16:31,280 --> 00:16:34,600 Speaker 1: off the list of folks you're working with Elizabeth Banks 248 00:16:34,720 --> 00:16:38,840 Speaker 1: Yo Yo Maa, Lena Wade, Queen Latifa. You mentioned Laura 249 00:16:38,920 --> 00:16:43,440 Speaker 1: During and Kenya Barriss O'Brien with Team Cocoa, Steph Curry, 250 00:16:43,680 --> 00:16:47,600 Speaker 1: Charlemagne and God Kevin Hart, uh Spring Held Company, which 251 00:16:47,640 --> 00:16:54,560 Speaker 1: is Lebron James Media Firm, And it's uh, it's just 252 00:16:54,640 --> 00:16:57,920 Speaker 1: kind of a who's who in a way against my 253 00:16:58,000 --> 00:17:00,840 Speaker 1: question here is what is your pitch to these folks 254 00:17:01,280 --> 00:17:07,439 Speaker 1: when um you go to them, what what is Audible offering? Um? 255 00:17:07,480 --> 00:17:11,119 Speaker 1: You know, to try to persuade them to come to 256 00:17:11,160 --> 00:17:15,240 Speaker 1: do an original production with the Audible as opposed to 257 00:17:15,320 --> 00:17:20,720 Speaker 1: some other platform or competitor. Well, as you know, creativities 258 00:17:21,560 --> 00:17:25,160 Speaker 1: very personal and it really does come from the source. 259 00:17:26,160 --> 00:17:29,240 Speaker 1: So our underlying goal for any of the creators we 260 00:17:29,320 --> 00:17:34,040 Speaker 1: are working with is to empower them and support them 261 00:17:34,160 --> 00:17:37,919 Speaker 1: and encourage them to take risks push boundaries of what 262 00:17:38,040 --> 00:17:42,920 Speaker 1: storytelling can be. So many creators have so much opportunity. 263 00:17:43,040 --> 00:17:45,840 Speaker 1: There's certainly things they are well known for, but there's 264 00:17:45,880 --> 00:17:48,680 Speaker 1: also areas of passion and things that they're working through 265 00:17:48,800 --> 00:17:51,639 Speaker 1: and the goal is really to create The goal is 266 00:17:51,680 --> 00:17:56,080 Speaker 1: to create this environment where they feel that support and 267 00:17:56,119 --> 00:18:00,320 Speaker 1: they have that ability. We are working on extrable shame, 268 00:18:00,800 --> 00:18:08,200 Speaker 1: long term relationships that really create an environment of creativity, flexibility, 269 00:18:08,600 --> 00:18:13,480 Speaker 1: and the focus on creating something really special. I think 270 00:18:13,520 --> 00:18:17,159 Speaker 1: the exciting thing for them is that this is a 271 00:18:17,160 --> 00:18:21,119 Speaker 1: place where there's a lot of opportunity. You know, we 272 00:18:21,200 --> 00:18:24,919 Speaker 1: don't have to hit certain numerical benchmarks, we don't have 273 00:18:25,040 --> 00:18:27,960 Speaker 1: to create to a format, we don't have to worry 274 00:18:28,000 --> 00:18:31,639 Speaker 1: about the expense of creating a set and creating the 275 00:18:31,680 --> 00:18:35,080 Speaker 1: world and making that true to the story. It really 276 00:18:35,119 --> 00:18:40,840 Speaker 1: opens up a tremendous amount of creative freedom. M Um, 277 00:18:40,880 --> 00:18:44,679 Speaker 1: I mean, are you competing on the level of uh, 278 00:18:44,880 --> 00:18:48,560 Speaker 1: you know, economics. In other words, are you do you 279 00:18:48,560 --> 00:18:52,240 Speaker 1: have a different um financial proposition for talent as opposed 280 00:18:52,280 --> 00:18:55,280 Speaker 1: to uh some of your competitors. Maybe, I mean, are 281 00:18:55,280 --> 00:19:00,280 Speaker 1: you offering more profit sharing or revenue sharing UM or 282 00:19:00,359 --> 00:19:03,600 Speaker 1: is it that creative canvas that's that's the main draw 283 00:19:05,440 --> 00:19:07,480 Speaker 1: I don't think it would ever just be one thing. 284 00:19:08,119 --> 00:19:11,480 Speaker 1: Everybody has, you know, they're different focus points in their 285 00:19:11,520 --> 00:19:17,960 Speaker 1: different needs, and I think we are bespoke and so 286 00:19:18,320 --> 00:19:21,119 Speaker 1: part of it is really being able to meet creators 287 00:19:21,160 --> 00:19:24,840 Speaker 1: where they are to help facilitate the needs that that 288 00:19:24,920 --> 00:19:29,199 Speaker 1: particular creator has. So the conversation starts with, hey, what 289 00:19:29,359 --> 00:19:31,800 Speaker 1: is your vision for what you can do in an 290 00:19:31,800 --> 00:19:35,639 Speaker 1: audio only environment? Exactly? And then we also work with 291 00:19:35,680 --> 00:19:39,760 Speaker 1: creators for such a long period of time that allows 292 00:19:40,320 --> 00:19:44,640 Speaker 1: us to evolve together. Broadway Video is a perfect example 293 00:19:44,720 --> 00:19:46,919 Speaker 1: of this. As you know, we've been doing a lot 294 00:19:46,960 --> 00:19:50,880 Speaker 1: of interesting things in the comedy space in particular, and 295 00:19:50,920 --> 00:19:54,160 Speaker 1: they've been a partner of ours for quite some time. 296 00:19:54,920 --> 00:19:58,480 Speaker 1: And in the early days they were really interested in 297 00:19:58,520 --> 00:20:01,280 Speaker 1: working in audio, but they didn't necessarily have all of 298 00:20:01,320 --> 00:20:05,080 Speaker 1: the audio production expertise and all of those things. So 299 00:20:05,640 --> 00:20:08,640 Speaker 1: for that partnership we were able to work with them, 300 00:20:08,800 --> 00:20:12,560 Speaker 1: help them with the development process and transitioning to audio, 301 00:20:12,760 --> 00:20:17,080 Speaker 1: help with production, and over time they've evolved to a 302 00:20:17,119 --> 00:20:20,960 Speaker 1: point where they are creating amazing audio, they have their 303 00:20:20,960 --> 00:20:24,040 Speaker 1: own in house team, and in fact they're now working 304 00:20:24,080 --> 00:20:28,720 Speaker 1: with us and producing some of our content. So, for example, 305 00:20:29,200 --> 00:20:32,840 Speaker 1: they produced The Coldest Case, which has allowed them to 306 00:20:33,000 --> 00:20:37,200 Speaker 1: do what they do best, obviously comedy, but also expand 307 00:20:37,640 --> 00:20:40,639 Speaker 1: their interest points get them working in other spaces that 308 00:20:40,640 --> 00:20:44,760 Speaker 1: are interesting to them. No one really works within the 309 00:20:44,800 --> 00:20:47,760 Speaker 1: confines of a box, and so it's about opening up 310 00:20:47,800 --> 00:20:51,919 Speaker 1: that box and meeting creators where they are. And certain 311 00:20:51,960 --> 00:20:54,800 Speaker 1: things are going to be more important to various creators, 312 00:20:55,200 --> 00:20:57,800 Speaker 1: and it's that flexibility to meet them where they are 313 00:20:57,840 --> 00:21:02,159 Speaker 1: and that partnership to allow us to grow together and 314 00:21:02,240 --> 00:21:05,440 Speaker 1: that trust within each other. That's the most meaningful part 315 00:21:07,080 --> 00:21:10,239 Speaker 1: creativity needs to have that, you know, that support in 316 00:21:10,240 --> 00:21:16,760 Speaker 1: that freedom. Yeah, you mentioned Broadway. Video of one of 317 00:21:16,800 --> 00:21:21,720 Speaker 1: the fun series that came out on Audible was Hot 318 00:21:21,720 --> 00:21:27,400 Speaker 1: White Ice, this uh sort of lgbt Q plus action 319 00:21:27,480 --> 00:21:32,960 Speaker 1: comedy starring Boone Yang directed by Alan coming Um. You 320 00:21:33,080 --> 00:21:35,679 Speaker 1: all listening on the podcast can look it up. But 321 00:21:35,760 --> 00:21:40,720 Speaker 1: it falls stealing the sperm from a sperm bank confidential 322 00:21:41,680 --> 00:21:45,440 Speaker 1: classified sperm bank of the most uh what high i 323 00:21:45,560 --> 00:21:47,280 Speaker 1: Q people in the world. I don't know. It's a 324 00:21:47,400 --> 00:21:51,280 Speaker 1: It's a really really crazy story and was one of 325 00:21:51,280 --> 00:21:55,520 Speaker 1: our one of our picks for the year last year. 326 00:21:56,240 --> 00:21:59,320 Speaker 1: There was also There's Hit Job with Keithie Palmer and 327 00:21:59,320 --> 00:22:04,639 Speaker 1: Pete David's in um is comedy in particular, you know 328 00:22:04,680 --> 00:22:09,800 Speaker 1: a genre that you've focused on as something that's resonating definitely. 329 00:22:10,640 --> 00:22:14,880 Speaker 1: The scripted spaces exciting and comedy is definitely a point 330 00:22:14,880 --> 00:22:19,640 Speaker 1: of distinction. Our customers love it and it does tend 331 00:22:19,680 --> 00:22:25,480 Speaker 1: to fit to the audio format really really well. And 332 00:22:25,520 --> 00:22:27,080 Speaker 1: maybe this is a sign of the times. You know, 333 00:22:27,119 --> 00:22:33,200 Speaker 1: we've talked about meeting customers needs. Um. People needed to escape, relax, 334 00:22:33,800 --> 00:22:37,399 Speaker 1: maybe change their mood. So we saw that the comedy 335 00:22:37,720 --> 00:22:41,439 Speaker 1: portfolio really met them in a time where that felt 336 00:22:41,880 --> 00:22:44,919 Speaker 1: like a really resonant thing. We also have noticed a 337 00:22:44,960 --> 00:22:48,119 Speaker 1: few things obviously as we've been working in the space, 338 00:22:48,160 --> 00:22:51,879 Speaker 1: which is the cast and the comedy company behind the 339 00:22:51,920 --> 00:22:57,280 Speaker 1: content do play key factors into people selecting the content 340 00:22:57,359 --> 00:23:01,959 Speaker 1: that they're gonna consume. But there's also areas of particular 341 00:23:02,000 --> 00:23:08,600 Speaker 1: interest UM at these these times, family dynamics workplace environmental stuff. 342 00:23:09,000 --> 00:23:11,240 Speaker 1: Obviously with hit Job, that was a really fun take 343 00:23:11,320 --> 00:23:16,760 Speaker 1: on that politics, governmental themes, UM and I guess not 344 00:23:16,880 --> 00:23:19,879 Speaker 1: odd but interestingly enough, people are looking for stuff that 345 00:23:19,960 --> 00:23:22,840 Speaker 1: takes place in the past or the future, not so 346 00:23:22,960 --> 00:23:26,359 Speaker 1: much now. And you mentioned hot White Heist, and I 347 00:23:26,359 --> 00:23:29,280 Speaker 1: think that was such a great title for the moment, 348 00:23:29,480 --> 00:23:32,280 Speaker 1: and we really saw that one pop. You know, I 349 00:23:32,320 --> 00:23:35,879 Speaker 1: mentioned our broad audience. We have so many different people 350 00:23:35,960 --> 00:23:39,920 Speaker 1: connecting in the audio space, but that one really resonated 351 00:23:40,080 --> 00:23:43,359 Speaker 1: with um that eighteen to thirty four year old group 352 00:23:43,960 --> 00:23:48,040 Speaker 1: podcast how can you go wrong? With Bowen Yang and 353 00:23:48,240 --> 00:23:51,480 Speaker 1: Alan Cummins. But it's such a great way and we 354 00:23:51,560 --> 00:23:54,879 Speaker 1: did some really interesting stuff with that one. We have 355 00:23:55,000 --> 00:24:00,320 Speaker 1: a partnership with the Rebeca Festival and we screened that 356 00:24:00,560 --> 00:24:05,760 Speaker 1: at the festival and obviously transitioning to screening audio with 357 00:24:05,920 --> 00:24:10,080 Speaker 1: some fun, and we actually did that by having a 358 00:24:10,200 --> 00:24:13,480 Speaker 1: cast come out and we did a big drag event 359 00:24:13,560 --> 00:24:17,320 Speaker 1: which was an incredible amount of fun and such a 360 00:24:17,600 --> 00:24:21,119 Speaker 1: great way to introduce that title. And it was really 361 00:24:21,440 --> 00:24:24,320 Speaker 1: a fun experience to be there and watch people connect 362 00:24:24,400 --> 00:24:28,840 Speaker 1: and see how that came to life. Now. Um, yeah, 363 00:24:29,000 --> 00:24:33,240 Speaker 1: comedy seems to be doing well for you. You also, 364 00:24:33,440 --> 00:24:35,840 Speaker 1: and maybe this is um you know, in more of 365 00:24:35,840 --> 00:24:40,240 Speaker 1: the traditional podcast vain, but you've got a bunch of 366 00:24:40,320 --> 00:24:45,480 Speaker 1: unscripted stuff from from some high profile folks. Elusive Thanks 367 00:24:45,560 --> 00:24:50,600 Speaker 1: has My Body my podcast talking about women's sexuality and 368 00:24:50,640 --> 00:24:54,119 Speaker 1: issues in that Deep Up Chopra. Kevin Hard has this 369 00:24:54,240 --> 00:25:00,199 Speaker 1: saying about the decision overcoming today's BS for tomorrow's sixth US. 370 00:25:00,520 --> 00:25:03,359 Speaker 1: I mean is this UM, you know, kind of filling 371 00:25:03,400 --> 00:25:08,840 Speaker 1: out the lineup with the kinds of things that do 372 00:25:08,920 --> 00:25:15,520 Speaker 1: well in the free podcast world. Yeah, we are definitely 373 00:25:15,760 --> 00:25:21,800 Speaker 1: investing in both scripted and unscripted projects. We are always 374 00:25:21,840 --> 00:25:27,359 Speaker 1: optimizing to respond to our customers needs, trends, things that 375 00:25:27,400 --> 00:25:31,240 Speaker 1: we're seeing. I mentioned, you know, our consumer content team 376 00:25:31,320 --> 00:25:33,760 Speaker 1: that's looking at this stuff, living and breathing it. But 377 00:25:34,359 --> 00:25:39,000 Speaker 1: there's some areas that were currently you really focused on 378 00:25:39,080 --> 00:25:44,480 Speaker 1: in doubling down in UM. You mentioned Elizabeth Banks Well 379 00:25:44,560 --> 00:25:48,920 Speaker 1: beings the area that we're really interested in. It's kind 380 00:25:48,920 --> 00:25:52,199 Speaker 1: of this concept of you but better, and there's so 381 00:25:52,240 --> 00:25:57,560 Speaker 1: many different voices and a myriad of experts that come 382 00:25:57,600 --> 00:26:01,320 Speaker 1: together in a collection that really helped people connect. So, 383 00:26:01,440 --> 00:26:04,640 Speaker 1: for example, in a Sleep that's coming out right now, 384 00:26:04,760 --> 00:26:10,200 Speaker 1: we have a music producer Major who's produced a number 385 00:26:10,240 --> 00:26:14,680 Speaker 1: of really big hits and he's really into the frequency 386 00:26:14,680 --> 00:26:17,840 Speaker 1: of music and how that frequency can really support you 387 00:26:18,720 --> 00:26:21,760 Speaker 1: create better sleep and lower stress by neureal beats, and 388 00:26:21,840 --> 00:26:24,360 Speaker 1: so we have a project called Major Frequency coming out 389 00:26:24,440 --> 00:26:30,360 Speaker 1: that explores that, joins Elizabeth Banks, joins some upcoming projects 390 00:26:30,359 --> 00:26:35,119 Speaker 1: by Mel Robbins, who's an Audible fan favorite, and we 391 00:26:35,200 --> 00:26:39,359 Speaker 1: have deepak Obra who went outside of his own box 392 00:26:39,440 --> 00:26:42,840 Speaker 1: to create Living outside the Box where typically he's been 393 00:26:42,880 --> 00:26:46,879 Speaker 1: focused on mindfulness, but in this project, he really connected 394 00:26:46,960 --> 00:26:51,640 Speaker 1: mindfulness to the body and he worked with experts from 395 00:26:51,760 --> 00:26:55,240 Speaker 1: you know, yoga space and other places to talk about 396 00:26:55,280 --> 00:26:58,320 Speaker 1: how to facilitate those things. So we have a collection 397 00:26:58,359 --> 00:27:01,040 Speaker 1: of content that we're focused on in the well being 398 00:27:01,119 --> 00:27:05,520 Speaker 1: space that brings all of these different elements together and 399 00:27:05,560 --> 00:27:09,320 Speaker 1: really creates a robust area where if you want to meditate, 400 00:27:09,400 --> 00:27:11,680 Speaker 1: we have that for you. If you want some self 401 00:27:11,720 --> 00:27:14,000 Speaker 1: dev we have that for you. We have Kevin Hart 402 00:27:14,000 --> 00:27:16,360 Speaker 1: doing self dev and then we have all of these 403 00:27:16,400 --> 00:27:20,280 Speaker 1: really unique, unique areas in between to explore, yeah, the 404 00:27:20,880 --> 00:27:23,560 Speaker 1: well being stuff and self improvement. I mean maybe that's 405 00:27:24,400 --> 00:27:27,520 Speaker 1: kind of in the pandemic moment as well, right, that's 406 00:27:28,160 --> 00:27:35,840 Speaker 1: people looking to We definitely saw those trends as well. Um, 407 00:27:36,119 --> 00:27:40,960 Speaker 1: so we are able with audio to respond to needs 408 00:27:40,960 --> 00:27:44,399 Speaker 1: and trends quicker than some other formats, and so we 409 00:27:44,960 --> 00:27:48,440 Speaker 1: endeavor to do that as we're thinking about our slates, 410 00:27:48,920 --> 00:27:53,119 Speaker 1: and we have many other focus areas in addition to 411 00:27:53,200 --> 00:27:58,000 Speaker 1: well being. Cinematic storytelling is a big one. I think 412 00:27:58,080 --> 00:28:03,040 Speaker 1: heart racing at of your seat much listen. These tend 413 00:28:03,119 --> 00:28:05,639 Speaker 1: to appeal pretty broadly. They hit a lot of different 414 00:28:05,640 --> 00:28:10,920 Speaker 1: customer groups. Some exciting projects to highlight for the coming 415 00:28:10,960 --> 00:28:14,560 Speaker 1: months and year. We have a project with Travis Beecham 416 00:28:15,000 --> 00:28:21,000 Speaker 1: called Impact Winter, which is post apocto ecliptic vampire thrillers 417 00:28:21,000 --> 00:28:23,760 Speaker 1: set in the United Kingdom and it focuses on the 418 00:28:23,840 --> 00:28:27,080 Speaker 1: storyline of two sisters who were reckoning with this force 419 00:28:27,240 --> 00:28:32,000 Speaker 1: and working to save humanity. It's also coming with an 420 00:28:32,040 --> 00:28:37,760 Speaker 1: amazing production element where it creates this three D audio 421 00:28:37,840 --> 00:28:41,600 Speaker 1: experience and it really makes you feel like you're immersed 422 00:28:41,600 --> 00:28:44,560 Speaker 1: in the story. I was listening as I was walking 423 00:28:44,560 --> 00:28:46,160 Speaker 1: the dog and there were a few times where I 424 00:28:46,200 --> 00:28:48,400 Speaker 1: had to kind of turn around and make sure nobody 425 00:28:48,440 --> 00:28:51,720 Speaker 1: was behind me. Um. It was a really fun way 426 00:28:51,720 --> 00:28:58,480 Speaker 1: to explore. We also have the Miranda Obsession coming. Rachel 427 00:28:58,480 --> 00:29:02,720 Speaker 1: bras in Hand is performing and executive producing and super 428 00:29:02,760 --> 00:29:06,400 Speaker 1: excited about it. It's a drama inspired by the story 429 00:29:06,440 --> 00:29:12,080 Speaker 1: of Hollywood enigma Miranda Grosvenor. And these showcase a little 430 00:29:12,080 --> 00:29:16,360 Speaker 1: bit of the variety in this concept of creating cinema 431 00:29:16,680 --> 00:29:22,320 Speaker 1: cinema storytelling. Yeah, this idea of like movies for Your Years. 432 00:29:22,480 --> 00:29:24,400 Speaker 1: I mean, some people are acting like this is a 433 00:29:24,440 --> 00:29:26,400 Speaker 1: brand new thing. But this goes back to the d 434 00:29:26,560 --> 00:29:31,160 Speaker 1: n a of of of audiobooks, right, I mean, the 435 00:29:31,280 --> 00:29:34,560 Speaker 1: movie for Your Years has been been around for a 436 00:29:34,680 --> 00:29:39,080 Speaker 1: couple of decades, certainly has and you see us well 437 00:29:39,120 --> 00:29:43,840 Speaker 1: into franchises that support that with things like The Sandman 438 00:29:44,360 --> 00:29:47,320 Speaker 1: and um, a lot of fun works we've been doing 439 00:29:47,360 --> 00:29:51,240 Speaker 1: with folks like Andy Weir. There's a lot of space 440 00:29:51,280 --> 00:29:56,840 Speaker 1: there and the appetite from customers is voracious. And I 441 00:29:56,960 --> 00:29:59,000 Speaker 1: was going to ask you, yeah about this sand Man, 442 00:29:59,160 --> 00:30:01,040 Speaker 1: Why did that s and Nate so well? And did 443 00:30:01,080 --> 00:30:04,000 Speaker 1: you have data that showed this was going to be 444 00:30:04,600 --> 00:30:06,480 Speaker 1: This was on the number one spot on the New 445 00:30:06,560 --> 00:30:12,960 Speaker 1: York Times Best Seller Audio Fiction list the summer. Yeah, 446 00:30:13,040 --> 00:30:16,680 Speaker 1: and that was for the second installment as well, which 447 00:30:16,720 --> 00:30:20,320 Speaker 1: is even more exciting. We hit for both the first 448 00:30:20,320 --> 00:30:24,480 Speaker 1: installment in as you mentioned, and the second installment last year. 449 00:30:24,520 --> 00:30:30,000 Speaker 1: In this I think goes back to the conversation we've 450 00:30:30,040 --> 00:30:36,480 Speaker 1: been having about creators. Neil Gaiman was very involved. His 451 00:30:36,560 --> 00:30:41,120 Speaker 1: support and guidance was there through the entire inception. Of course, 452 00:30:41,480 --> 00:30:47,040 Speaker 1: the adaptation by Dirk Mag's was really important, and then 453 00:30:47,440 --> 00:30:49,720 Speaker 1: the cast to bring it to life with folks like 454 00:30:49,840 --> 00:30:54,560 Speaker 1: James McAvoy. This is a really big effort. You have 455 00:30:54,680 --> 00:30:57,760 Speaker 1: this comic book that so many people have connected to 456 00:30:58,480 --> 00:31:01,520 Speaker 1: for so long in their lives that seeing it come 457 00:31:01,600 --> 00:31:04,840 Speaker 1: to life in other forms you have to be able 458 00:31:04,880 --> 00:31:08,000 Speaker 1: to manage through staying true to that story in which 459 00:31:08,000 --> 00:31:11,960 Speaker 1: people have already constructed in their heads and help them 460 00:31:12,000 --> 00:31:14,840 Speaker 1: take it further. And this is a really great area 461 00:31:14,880 --> 00:31:18,040 Speaker 1: to showcase how audio can do that for people. And 462 00:31:18,480 --> 00:31:22,920 Speaker 1: working with Dirk and Neil really got it to a 463 00:31:22,960 --> 00:31:26,760 Speaker 1: place where this was something that represented how he had 464 00:31:26,800 --> 00:31:28,920 Speaker 1: seen this and had how he had built this in 465 00:31:29,000 --> 00:31:32,240 Speaker 1: his mind. Of course, it also didn't hurt that it 466 00:31:32,360 --> 00:31:40,880 Speaker 1: was layered with really amazing sound elements, production music elements 467 00:31:40,920 --> 00:31:45,240 Speaker 1: that really brought the whole picture of it together and 468 00:31:45,280 --> 00:31:50,440 Speaker 1: created this immersive experience. And then I mentioned before our 469 00:31:50,560 --> 00:31:55,440 Speaker 1: marketing with this title, we did a lot of crew 470 00:31:56,080 --> 00:31:59,680 Speaker 1: innovative marketing and things that helped connect people and mentioned 471 00:31:59,720 --> 00:32:03,600 Speaker 1: the bag Bang experience. But we're also at Comic Con 472 00:32:04,440 --> 00:32:07,560 Speaker 1: we are working with the talent to have them talk 473 00:32:07,640 --> 00:32:12,560 Speaker 1: about their experience and how it connects, connecting directly with fans. 474 00:32:13,080 --> 00:32:17,320 Speaker 1: These things helped expand the world and give fans that 475 00:32:17,400 --> 00:32:20,440 Speaker 1: connection earlier on, and it helped that there was a 476 00:32:20,440 --> 00:32:27,360 Speaker 1: pretty big installed fan base right for the Sandman graphics. Definitely. Yeah. 477 00:32:27,960 --> 00:32:30,360 Speaker 1: So when it when it comes to the you know, 478 00:32:30,640 --> 00:32:35,120 Speaker 1: green lighting a project, right, what is the you know 479 00:32:35,160 --> 00:32:37,840 Speaker 1: what pushes it over the top? Is it you know 480 00:32:38,120 --> 00:32:42,959 Speaker 1: you're confident that you know this will serve as you know, 481 00:32:44,480 --> 00:32:50,360 Speaker 1: an acquisition vehicle for a certain number of people, um 482 00:32:50,560 --> 00:32:55,400 Speaker 1: or you know you're projecting certain uh sell through rate 483 00:32:55,480 --> 00:32:58,560 Speaker 1: or something. What is it? Is it gut instinct? Do 484 00:32:58,600 --> 00:33:03,320 Speaker 1: you model out you know, sales performance or customer acquisition 485 00:33:03,440 --> 00:33:06,560 Speaker 1: targets that kind of thing. So it has to start 486 00:33:06,600 --> 00:33:12,120 Speaker 1: with that, and that's where folks from the Audible Studios 487 00:33:12,200 --> 00:33:16,520 Speaker 1: team who live and bring breathe creativity play such an 488 00:33:16,560 --> 00:33:21,440 Speaker 1: important role. And marrying that with the customer teams that 489 00:33:21,560 --> 00:33:24,560 Speaker 1: know what customers are looking for and having that dialogue 490 00:33:25,240 --> 00:33:29,800 Speaker 1: has to start with gut and excitement from a creative 491 00:33:29,840 --> 00:33:35,280 Speaker 1: standpoint and understanding what's coming before it's even come. That's 492 00:33:35,400 --> 00:33:39,080 Speaker 1: where you hit the right inflection points and cultural moments. 493 00:33:39,920 --> 00:33:43,840 Speaker 1: But there's also content that we create that meets a 494 00:33:43,880 --> 00:33:47,400 Speaker 1: bunch of different needs. So I've talked about us scaling 495 00:33:47,640 --> 00:33:50,920 Speaker 1: our original content. We're certainly scaling in big ways, and 496 00:33:51,560 --> 00:33:54,800 Speaker 1: we're not acquiring content all to do the same job. 497 00:33:55,520 --> 00:33:58,880 Speaker 1: Some content we do acquire because we think it has 498 00:33:59,120 --> 00:34:05,120 Speaker 1: great acquisition awareness potential. We think it can bring audio 499 00:34:05,240 --> 00:34:09,240 Speaker 1: to new customers or engage current customers in different ways. 500 00:34:09,800 --> 00:34:11,799 Speaker 1: But we also create things that we know are going 501 00:34:11,800 --> 00:34:16,200 Speaker 1: to be fan favorites where there's just an insatiable appetite. 502 00:34:16,760 --> 00:34:19,560 Speaker 1: I talked a little bit about, you know, our cinema, 503 00:34:19,719 --> 00:34:24,880 Speaker 1: but there's other areas that always resonate. We have stuff 504 00:34:24,920 --> 00:34:28,480 Speaker 1: like take me away, feel good fiction and romance and 505 00:34:28,560 --> 00:34:33,200 Speaker 1: rom com Our customers devour these things, so we're creating 506 00:34:33,200 --> 00:34:37,439 Speaker 1: in that space and supporting things that our customers really enjoy. 507 00:34:37,880 --> 00:34:41,640 Speaker 1: And then we're also innovating, so we're looking for things 508 00:34:41,719 --> 00:34:44,240 Speaker 1: that are going to break the ground, break the mold, 509 00:34:44,280 --> 00:34:47,800 Speaker 1: and do new stuff. We have a title that we're 510 00:34:47,840 --> 00:34:51,279 Speaker 1: working on right now called Breakthrough. It's the first of 511 00:34:51,320 --> 00:34:57,839 Speaker 1: its kind audio singing competition. It's in partnership with at 512 00:34:57,840 --> 00:35:01,800 Speaker 1: Will Media and the Chain Smokers, and it's just something 513 00:35:01,800 --> 00:35:05,080 Speaker 1: that hasn't been done before, and we're bringing it to 514 00:35:05,160 --> 00:35:09,520 Speaker 1: life and letting it grow and evolve and seeing what 515 00:35:09,560 --> 00:35:14,360 Speaker 1: can happen when we allow just testing and flexibility and 516 00:35:14,400 --> 00:35:17,080 Speaker 1: trying new stuff. Yeah, I was gonna ask you about 517 00:35:17,680 --> 00:35:24,319 Speaker 1: new formats and genres and and there's one, definitely a 518 00:35:24,360 --> 00:35:28,640 Speaker 1: couple others were excited about. We have some more we 519 00:35:28,719 --> 00:35:31,239 Speaker 1: call them more toistic programs, things that we think do 520 00:35:31,320 --> 00:35:34,080 Speaker 1: a good job of highlighting what the space can be. 521 00:35:34,719 --> 00:35:39,319 Speaker 1: One of those being the theater space. Theaters obviously are 522 00:35:39,360 --> 00:35:43,560 Speaker 1: amazing storytellers and there's an opportunity to bring these stories 523 00:35:43,600 --> 00:35:48,279 Speaker 1: to life and audio. Not everyone can go to Broadway 524 00:35:48,440 --> 00:35:51,799 Speaker 1: or the West End to see a theater program, and 525 00:35:51,880 --> 00:35:54,920 Speaker 1: so we can work with play rights to help create 526 00:35:55,400 --> 00:36:00,640 Speaker 1: projects that can reach broader audiences. Currently, we have a 527 00:36:00,680 --> 00:36:05,000 Speaker 1: six week live performance happening at Audible when in a 528 00:36:05,080 --> 00:36:08,080 Speaker 1: Lane theater. So we do have a theater UH in 529 00:36:08,200 --> 00:36:11,680 Speaker 1: New York where we put on live performances. And we 530 00:36:11,840 --> 00:36:17,239 Speaker 1: have Eugene O'Neill's Long Day's Journey in tonight, which will 531 00:36:17,320 --> 00:36:21,880 Speaker 1: also be available in audio. And this is an exciting 532 00:36:21,920 --> 00:36:25,759 Speaker 1: classic that we've done a vibrant and timely update and 533 00:36:25,840 --> 00:36:32,160 Speaker 1: it's being interpreted by Tony Award nominated Robert O'Hare we've 534 00:36:32,200 --> 00:36:36,359 Speaker 1: also commissioned new works from twenty five playwrights UH. Ten 535 00:36:36,400 --> 00:36:39,319 Speaker 1: of those come from our Emerging Playwrights Fund, which is 536 00:36:39,920 --> 00:36:45,400 Speaker 1: specifically focused on finding emerging voices in the theater space 537 00:36:45,440 --> 00:36:49,560 Speaker 1: and helping them grow their audience and platform. But we've 538 00:36:49,600 --> 00:36:53,840 Speaker 1: also released more than forty theatrical projects to a global audience. 539 00:36:54,480 --> 00:36:58,080 Speaker 1: It's a space that is exciting for us and is 540 00:36:58,120 --> 00:37:01,759 Speaker 1: also exciting for our customers, and so exciting for creators 541 00:37:02,160 --> 00:37:18,480 Speaker 1: for finding new avenues to reach their audiences. Let me 542 00:37:19,160 --> 00:37:21,680 Speaker 1: shift the conversation here. You know, one trend that we've 543 00:37:21,719 --> 00:37:27,600 Speaker 1: seen in UM original audio content is UM stuff getting 544 00:37:28,000 --> 00:37:32,120 Speaker 1: adapted for TV and film. UM. So what is the 545 00:37:32,160 --> 00:37:37,000 Speaker 1: audible thinking about that? What's on your slate of UM 546 00:37:37,080 --> 00:37:41,560 Speaker 1: intellectual property that that are in the hopper maybe for 547 00:37:42,440 --> 00:37:50,000 Speaker 1: you know, UM an adaptation UM uh with with some 548 00:37:50,120 --> 00:37:54,440 Speaker 1: kind of partner, maybe Prime Video right or Amazon Studios, 549 00:37:54,480 --> 00:37:59,040 Speaker 1: which is corporate cousin for you. Definitely we've been doing 550 00:37:59,080 --> 00:38:03,440 Speaker 1: some things with that ongoing over the last bit, but 551 00:38:03,560 --> 00:38:06,800 Speaker 1: certainly more to come. We know there are some titles 552 00:38:06,800 --> 00:38:12,319 Speaker 1: that just organically translate to screen adaptations, and there's some 553 00:38:12,400 --> 00:38:16,160 Speaker 1: exciting opportunities for creators and that since we were just 554 00:38:16,200 --> 00:38:19,680 Speaker 1: talking about the theater program, I could highlight a project. 555 00:38:19,760 --> 00:38:23,640 Speaker 1: We have Evil Eye, which came out through the theater program, 556 00:38:24,000 --> 00:38:28,880 Speaker 1: Up up start playwright who created in the audio space 557 00:38:29,000 --> 00:38:34,280 Speaker 1: just wonderfully. UM. It's a project that's about a woman 558 00:38:34,880 --> 00:38:38,080 Speaker 1: living in the US talking to her family in India, 559 00:38:38,160 --> 00:38:40,759 Speaker 1: and it's a bit of a thriller. It's there's a 560 00:38:40,800 --> 00:38:43,480 Speaker 1: lot of suspense, but it also talks about family and 561 00:38:43,520 --> 00:38:47,120 Speaker 1: it utilized the audio space in such a magnetic way 562 00:38:47,120 --> 00:38:51,200 Speaker 1: it really popped for our audiences. It was then picked 563 00:38:51,280 --> 00:38:55,600 Speaker 1: up by Blumhouse, UH turned into a film and then 564 00:38:56,280 --> 00:39:00,560 Speaker 1: um distributed by Amazon. And for me, that's such a 565 00:39:00,600 --> 00:39:06,080 Speaker 1: great connection to how the medium can really elevate those 566 00:39:06,160 --> 00:39:10,160 Speaker 1: voices they're coming and breathe life into it. Another exciting 567 00:39:10,200 --> 00:39:14,000 Speaker 1: one that is similar but also creates new ways to 568 00:39:14,040 --> 00:39:16,560 Speaker 1: think about it. We have a project called When You 569 00:39:16,600 --> 00:39:21,880 Speaker 1: Finish Saving the World with Jesse Eisenberg, another fan favorite. UH. 570 00:39:22,040 --> 00:39:26,640 Speaker 1: It falls into the space of not a podcast, not 571 00:39:26,719 --> 00:39:30,319 Speaker 1: an audio book, but a play for your ears. And 572 00:39:30,360 --> 00:39:33,279 Speaker 1: the exciting thing about that is it was also an 573 00:39:33,280 --> 00:39:38,640 Speaker 1: option for film. It's premiering at Sundance just next week, 574 00:39:39,160 --> 00:39:42,640 Speaker 1: and the thing that's super interesting about it is it's 575 00:39:42,680 --> 00:39:46,600 Speaker 1: not a straight adaptation. What he's done is use it 576 00:39:46,680 --> 00:39:50,480 Speaker 1: as an opportunity to further explore some of the characters 577 00:39:50,520 --> 00:39:55,359 Speaker 1: and build concrete or deeper storyline. So actually you can 578 00:39:55,440 --> 00:39:58,640 Speaker 1: watch the film without have listened, or listened without have 579 00:39:58,719 --> 00:40:01,000 Speaker 1: watched the film, but the two things actually go to 580 00:40:01,239 --> 00:40:04,680 Speaker 1: really really well together and help expand and build the 581 00:40:04,680 --> 00:40:11,279 Speaker 1: world around it. Very interesting. Um So, uh, we're just 582 00:40:11,400 --> 00:40:15,239 Speaker 1: about a time I wanted to ask you, you know, 583 00:40:15,400 --> 00:40:23,440 Speaker 1: before you joined audible, um in twenty nineteen, right, Um, 584 00:40:23,600 --> 00:40:28,000 Speaker 1: you spent a little over five years and Spotify. What 585 00:40:28,000 --> 00:40:31,759 Speaker 1: what was your experience at Spotify and you know, how 586 00:40:31,760 --> 00:40:36,919 Speaker 1: did that lead into what you're doing in audible. Yeah? 587 00:40:37,000 --> 00:40:41,640 Speaker 1: I think you left Spotify before they really um, really 588 00:40:41,680 --> 00:40:46,000 Speaker 1: plowed into the podcast strategy. Yeah, it was earlier. It's 589 00:40:46,239 --> 00:40:50,279 Speaker 1: uh six years. It's such an exciting, fruitful experience that 590 00:40:50,920 --> 00:40:54,920 Speaker 1: allowed me to really explore a lot of different spaces, 591 00:40:55,160 --> 00:41:01,280 Speaker 1: understand the music space, early thoughts on audio space as well, 592 00:41:01,719 --> 00:41:04,799 Speaker 1: and as I mentioned before, for me, it was a 593 00:41:04,840 --> 00:41:08,640 Speaker 1: continuation on that journey of how can you help people 594 00:41:09,320 --> 00:41:13,239 Speaker 1: connect to entertainment that they love, but do it in 595 00:41:13,280 --> 00:41:18,640 Speaker 1: that less frictioned way, and that to me is always 596 00:41:18,640 --> 00:41:23,640 Speaker 1: an exciting way to think about that emergence of technology 597 00:41:23,760 --> 00:41:27,360 Speaker 1: and content, and that's a space that for me personally 598 00:41:27,360 --> 00:41:33,240 Speaker 1: has always been very exciting. In transitioning to Audible, there's 599 00:41:33,280 --> 00:41:36,440 Speaker 1: a couple of things that have really stood out and 600 00:41:36,600 --> 00:41:40,440 Speaker 1: made the experience really interesting at a high level. Obviously, 601 00:41:41,280 --> 00:41:45,959 Speaker 1: introducing this new medium to customers like that is an 602 00:41:45,960 --> 00:41:50,319 Speaker 1: area of entertainment that I just feel truly honored to 603 00:41:50,360 --> 00:41:52,799 Speaker 1: be able to work on and lead as part of 604 00:41:52,800 --> 00:41:55,279 Speaker 1: the industry. I don't think you get those many that 605 00:41:55,360 --> 00:41:58,120 Speaker 1: many experiences to do that in your career, and so 606 00:41:58,560 --> 00:42:01,880 Speaker 1: I reflect on it and feel very lucky that I 607 00:42:01,920 --> 00:42:05,720 Speaker 1: get to do that. The other thing is really working 608 00:42:05,719 --> 00:42:10,799 Speaker 1: with such a wide variety of creators. It's so inspiring 609 00:42:11,280 --> 00:42:15,080 Speaker 1: to go from a meeting with one of the best 610 00:42:15,120 --> 00:42:18,600 Speaker 1: play of rights in the world, to somebody who's really 611 00:42:18,600 --> 00:42:21,719 Speaker 1: prolific in the holiday Hollywood space, to an up and 612 00:42:21,800 --> 00:42:28,759 Speaker 1: coming talent that has been really wonderful experience. And it's 613 00:42:28,760 --> 00:42:32,600 Speaker 1: all cemented by connecting to a lot of the people 614 00:42:32,719 --> 00:42:36,680 Speaker 1: principles that drive Audible, and I'd be amiss not to 615 00:42:36,760 --> 00:42:40,960 Speaker 1: mention them, But we're based in Newark, New Jersey, and 616 00:42:41,200 --> 00:42:44,839 Speaker 1: a big part of that location is about giving back 617 00:42:44,880 --> 00:42:47,920 Speaker 1: to the communities in which we serve. And so mostly 618 00:42:47,960 --> 00:42:50,239 Speaker 1: what we've talked about today is a lot of the 619 00:42:50,280 --> 00:42:52,880 Speaker 1: content that we're bringing out, But as much as we 620 00:42:53,000 --> 00:42:55,920 Speaker 1: focus on the content, we also focus on how we 621 00:42:55,920 --> 00:42:58,960 Speaker 1: can create impact and how we can be about more 622 00:42:59,000 --> 00:43:02,360 Speaker 1: than what we create, and we're always building ways to 623 00:43:02,440 --> 00:43:06,000 Speaker 1: build those connections. So, for example, I have a project 624 00:43:06,040 --> 00:43:10,520 Speaker 1: with ros Baraka coming out, who, if you're unfamiliar, is 625 00:43:10,560 --> 00:43:15,960 Speaker 1: the current mayor of Newark, and he's a super interesting 626 00:43:15,960 --> 00:43:19,359 Speaker 1: guy and has an amazing background. And listening to him 627 00:43:19,400 --> 00:43:23,400 Speaker 1: talk about the fact that he's building this agent for 628 00:43:23,600 --> 00:43:27,719 Speaker 1: change and doing things in and around the Newark community 629 00:43:27,760 --> 00:43:31,239 Speaker 1: that grow that being able to support that, and being 630 00:43:31,239 --> 00:43:33,960 Speaker 1: able to support those stories and bring them to life 631 00:43:33,960 --> 00:43:38,319 Speaker 1: and be about the community, there's something just so incredibly 632 00:43:38,880 --> 00:43:43,280 Speaker 1: valuable in that as part of being in the content space, 633 00:43:43,760 --> 00:43:47,680 Speaker 1: and I am thrilled to be a part of it 634 00:43:47,840 --> 00:43:50,560 Speaker 1: and thrilled to be a part of a company that 635 00:43:50,560 --> 00:43:52,640 Speaker 1: that's just part of our day and day and part 636 00:43:52,640 --> 00:43:55,680 Speaker 1: of our DNA. Who are you going back to the 637 00:43:55,719 --> 00:43:59,640 Speaker 1: Spotify um question, I mean, who do you see as 638 00:43:59,680 --> 00:44:02,920 Speaker 1: your your biggest competitor. I mean, it's it Spotify as 639 00:44:02,960 --> 00:44:08,520 Speaker 1: an Apple, is it a number of players, It's everybody 640 00:44:08,560 --> 00:44:12,719 Speaker 1: creating an entertainment. It's there's so much out there, as 641 00:44:12,760 --> 00:44:17,920 Speaker 1: you know, from the film to TV to audio. You 642 00:44:18,000 --> 00:44:21,440 Speaker 1: really have to cut through the noise to create something 643 00:44:21,560 --> 00:44:25,080 Speaker 1: that hits a customer. You really have to bring value 644 00:44:25,120 --> 00:44:29,240 Speaker 1: to their life. If you're not bringing value to them, 645 00:44:29,280 --> 00:44:32,520 Speaker 1: it's not going to stick. And our day and date 646 00:44:32,640 --> 00:44:36,440 Speaker 1: is to think about how can we create things that 647 00:44:37,440 --> 00:44:43,920 Speaker 1: bring our creatives, visions and imaginations to life while bringing 648 00:44:44,120 --> 00:44:49,680 Speaker 1: real value to our customers. And that is in competition 649 00:44:49,760 --> 00:44:54,239 Speaker 1: with me not listening to anything while I do the 650 00:44:54,280 --> 00:44:57,600 Speaker 1: dishes or walk the dog. We're finding something that makes 651 00:44:57,640 --> 00:45:02,239 Speaker 1: that experience better and enhances that experience. We really think 652 00:45:02,280 --> 00:45:06,279 Speaker 1: about our create our way to make that impact with 653 00:45:06,800 --> 00:45:12,080 Speaker 1: our customers, and that's what's most important to us. Okay, um, 654 00:45:12,239 --> 00:45:14,640 Speaker 1: Rachel Giatta, thank you so much for joining us. One 655 00:45:15,239 --> 00:45:20,719 Speaker 1: parting question, what is your favorite Audible original? And I 656 00:45:20,760 --> 00:45:23,880 Speaker 1: know that's like picking a favorite child or something, but 657 00:45:24,560 --> 00:45:26,440 Speaker 1: for me, I'm looking forward to the next in and 658 00:45:26,640 --> 00:45:29,920 Speaker 1: some Um, I don't know if you have a particular 659 00:45:31,360 --> 00:45:34,520 Speaker 1: favorite or a set of favorites. Well, of course they're 660 00:45:34,560 --> 00:45:38,640 Speaker 1: all my favorites, um, but there are a couple of 661 00:45:38,680 --> 00:45:45,279 Speaker 1: areas that for just fan fan me pop very excited 662 00:45:45,480 --> 00:45:49,239 Speaker 1: about the well being space for so uh it's an 663 00:45:49,239 --> 00:45:53,520 Speaker 1: area that just personal passion. UM. I have my first 664 00:45:53,520 --> 00:45:57,399 Speaker 1: waves of Raiky, so I can be a Reiky practitioner. 665 00:45:58,000 --> 00:46:00,200 Speaker 1: I do a lot in the health and wellness atter. 666 00:46:01,320 --> 00:46:04,200 Speaker 1: I think there's a lot of things happening in that space. 667 00:46:04,239 --> 00:46:07,759 Speaker 1: Certainly COVID has made people more aware, but there's a 668 00:46:07,840 --> 00:46:12,240 Speaker 1: lot to unpack about how we could live better lives 669 00:46:12,719 --> 00:46:15,680 Speaker 1: and how we can learn things. The simple act of 670 00:46:15,719 --> 00:46:18,520 Speaker 1: putting on your headset at night and listening to some 671 00:46:18,640 --> 00:46:24,640 Speaker 1: by Maarial audio while you disconnect, there's something life changing 672 00:46:24,680 --> 00:46:28,160 Speaker 1: about that and being able to work in that that 673 00:46:28,280 --> 00:46:33,960 Speaker 1: area is a particular personal passion of mine. Mhm. Excellent, Well, Rachel, 674 00:46:34,000 --> 00:46:36,240 Speaker 1: thank you so much. Our guest today has been Rachel 675 00:46:36,280 --> 00:46:40,600 Speaker 1: Gyatta at Audible and thank you for tuning in today 676 00:46:40,960 --> 00:46:45,640 Speaker 1: and come back to listen to more strictly business podcasts 677 00:46:45,640 --> 00:46:50,160 Speaker 1: from right. Thank you very much Todd for having me. 678 00:47:00,040 --> 00:47:03,840 Speaker 1: Did the script begin think det