The Saudi Media Forum in Riyadh has heard three viewpoints about the enduring power of audio and the way it is adapting to the new digital media environment.
Steve Ahern spoke about how pictures can be personalised better with audio than they can with AI or screens. Asked to imagine a beautiful person, Ahern took the audience at the Inspiration Stage through a short exercise to picture their person. He compared it with the image that could be created with AI or CGI, showing how the picture created by audio prompts through the ears was much more individualised than the beautiful person created by AI.
“AI works by prompts, so does your mind,” explained Ahern. Words, the tone of voice, sound effects and music can prompt you to create images in the mind that are “more meaningful and personalised for you” than anything that can be created by AI.
As the now crowded audio landscape has evolved, radio broadcasting has carved out a new niche to serve people where and when they are and give them information they can use about their day and their city. It combines talk, music, news and interviews in a fast moving mix that reflects the time of day. Live local radio also connects people to each other through the host to create supportive communities.
Podcasting has evolved into a specialist talk platform where listeners can find information, be part of a community of interest and educate themselves on topics they want to learn more about. “Quality podcasts are the university of the ears,” said Ahern
Music streaming is the third pillar of the diverged range of offerings in the new age of digital audio. With so many audio choices in their pockets, audiences can now choose the type of audio they want to listen to when they want it. Music streaming brings convenience and an infinite set of genre choices through the new music rental business model of streaming services. This allows listeners to slip between their three main types of audio choices in a way that suits them best.
“The new golden age of audio requires no screen and no scrolling, it can be personalised through voice control and can adapt to your environment, all while you are doing something else,” said Ahern.
Podcasting
Corporate Strategist and Podcaster Rana Nawaz gave the audience some tips she developed from the success of her podcast When Women Win.
“Entrepreneurship is in my DNA,” said Rana. “I’ve launched businesses, invested in AI start-ups, and founded When Women Win, a podcast that amplifies the voices of global female leaders. Reaching 183 countries, partnering with UN Women, and airing on Emirates flights, it empowers companies and individuals to achieve gender parity and success.”
Her podcast began when she wanted to talk to a professor whose book she had just read. She said she wanted to record the conversation for a podcast… so she had to start one. That led to the successful series When Women Win, which has often been at the top of the iTunes podcast charts for English language business podcasts.
“People told me that Saudis only consume Arabic content on video, the success of When Women Win has proven that assumption to be wrong,” she said, then went on to share tips she has learnt from her podcasting experience.
Reasons why corporates should start a podcast:
- Showcase Thought Leadership
- Strengthen Brand Identity
- Engage a Targeted Audience
- Enhance Customer Engagement
- Support Internal Communication
- Cost-Effective Marketing
- Corporate Social Responsibility
- Reach a Growing Audience
- Amplify Other Marketing Efforts
- Attract and Retain Talent
She shared statistics showing that podcast listening in Saudi Arabia is growing almost double the rate of global audiences. Trust in podcasts sits at 80% for Saudi listeners and podcast listenership is more than one hour per week.
Community Radio
DJ Carloss, the founder of successful British community station Flex FM and his colleague Sollie spoke about the success of the South London station and its mission to champion unheard UK musicians and empower volunteers to have their voices heard.
“It’s a combination of business entrepreneurship and community values,” explained Carloss. “We’re on a journey to help other artists and for us to progress together.”
The station started as an unlicenced ‘pirate’ station, then gained an FM licence. It now also has a DAB licence and supplies transmission space to other local stations on its multiplex. While the station itself is a not for profit enterprise, the other businesses that have grown up around it, a coffee shop, bar and night club, are now making enough money to support the radio station and a range of film production ventures.
Volunteer presenters such as Keisha and Noelsie told the stories of how the station has given them confidence and skills and built a profile for them in the media. Keisha has now built a voice over career in London as well as her work for her radio shift. Noelsie began in various low profile shifts and is now the station’s breakfast presenter.
“We tell our volunteers that the station is like a train ride, you can get on or off at any station you like as your career progresses. Even if you get off, you will always be welcome back if you want to jump on the train again. Whether you’re with us for the whole journey or a short trip, while you’re on the train with us you’re part of the family,” said Sollie.
