Why Audible Is Courting Celebrities for Its Original Podcast Slate
variety.comTodd Spangler NY Digital EditorAudible has been in the audio-content biz for more than 20 years. Now, amid the recent podcast explosion, the Amazon-owned premium audio storytelling platform is aggressively investing in original and exclusive content — including a burgeoning slate from high-profile Hollywood talent.On the latest episode of Variety’s “Strictly Business” podcast — it’s a meta podcast about podcasts! — Rachel Ghiazza, EVP, and head of U.S.
content at Audible, discusses the company’s strategy amid a flurry of new competition. Unlike free, ad-supported podcast players, Audible’s model is primarily geared around subscriptions and a la carte sales.“We approach content differently than other services,” Ghiazza says.
There tends to be a bright line between audiobooks and podcasts in the market, she says. But in Audible’s case, it is developing and acquiring content across a spectrum of formats, “And in order to do that, right, we need to have models that really allow us to reach customers in different ways.” Ghiazza says Audible is exploring ad-supported distribution models, after launching an ad-based tier in India. Listen to the podcast here:On the originals front, Ghiazza oversees the Audible Studios team, which is building out a lineup of programming featuring a laundry list of A-listers.
Those include Elizabeth Banks, Yo-Yo Ma, Lena Waithe, Queen Latifah, Laura Dern, Kenya Barris, Conan O’Brien, Steph Curry (through his Unanimous Media), Kevin Hart, Charlamagne Tha God, Deepak Chopra, and SpringHill Co., founded by LeBron James and Maverick Carter.Audible’s recent Hollywood deals also include an exclusive pact with Kerry Washington’s Simpson Street banner for three scripted originals, including “Prophecy” —.
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