Below is our recent interview with Andrew Craissati, Chairman and Co-founder of Auddy:
Q: For those who have never heard of it, how would you describe Auddy?
A: Auddy’s ambition is to be a major new force in podcasting with a superior offer to content creators. Our focus is on commissioning the highest quality content across sports, news and documentaries, investigative journalism, comedy and video gaming. Auddy will be responsible for the creation of the content and we have partnered with Global & DAX for the hosting, distribution, co-marketing and joint promotion of the shows that we commission.
We believe the creator is everything and we were inspired to create Auddy to build a true home for the stars in the podcasting universe. We are convinced that this approach leads to Auddy becoming an emblem of quality that delights the discerning consumer and attracts the best creative talent and making for a very happy advertiser experience.
Q: Why is it important? Tell us something more about your services?
A: Unlike music, podcasting (like video streaming) is generally not a royalty business. Creators are not aligned with a show’s success. Auddy will be one of the world’s first companies to pay royalties, and also to ensure that creators and partners make more money than Auddy. The creative industries are one of the UK’s great success stories, an area where Britain excels. This year has seen an explosion of talent, into what was already a busy marketplace, and we plan to draw together the very best of that talent and to continue building Britain’s reputation as a global leader in the creative and technology industries.
Auddy commercialises content in a way that delivers a greater share to the shows’ owners and creators. To date, Auddy has commissioned 6 shows, averaging 10 episodes per show and 30 minutes per episode. Its commissioning rate is expected to accelerate next year to 20 hours per month.
Q: Who would be your ideal user and why?
A: The podcasting world is huge and fragmented; the discerning listener is overwhelmed by choice, but the process of regularly finding high quality content that really engages the listening audience remains a challenge. This is why we want Auddy to represent quality every time and a guarantee that the listener is about to enjoy the best audio content available, across their chosen topics.
Our ambition is: as soon as the audience realises that they are listening to an Auddy podcast, they will sit back and settle in, because they know that they are about to be entertained, informed and inspired. We want to rapidly build a marque of quality that gathers momentum and brand loyalty among a wide audience.
Q: Could you explain the function and advantages of Auddy compared to other available audio technologies?
A: Auddy has been created by a vastly experienced team of executives and experts across the world of media and technology. We understand how to build and scale high quality businesses and products and we know that quality content is the absolute key to reaching the consumer.
The growth predictions for podcasting are huge: for example Spotify predicts that, over time, more than 20% of all listening on the service will be non-music content. We know how to build a brand to capture that opportunity and we have assembled a team of the finest operators, technicians, commissioners and audio producers to realise that opportunity.
The company will later be announcing Event Tracker, a key technical improvement in how advertisers (and creators) can better understand the actual listening behaviour and actions of the consumer: with these tools, the Company’s advertisers and creators will enjoy a new level of analytics and auditable listening results.
Q: What is next on the roadmap for Auddy?
A: This week we launched a funding campaign to raise an additional £750,000.
Our focus is also on commissioning and producing our first, great content. The first show will be announced later this month. We’ll have a lot of exciting and engaging content to announce over the coming months – updates to follow!