“Carona Podpah” is sponsored by Chevrolet and has new episodes every Wednesday.
Spotify and Podpah have teamed up to launch an original project on the streaming platform that combines music, conversations and rides, entitled Carona Podpah.
With premiere scheduled for June 7th and episodes every Wednesday, the video project is sponsored by Chevrolet and will receive several guests to talk about the songs that marked their lives.
Our relationship with Spotify is today and we love doing projects with them. Spotify always embraces our ideas and Carona was no different. We are very excited about the new program, which has always been our dream, said Thiago Marques, known as Mtico, one of the hosts of Podpah alongside Igor Cavalcante, Igo.
Carona Podpah will also have an exclusive playlist with all the songs mentioned and which will be made available in the description of each episode. Among the names already confirmed for the project are rappers Tasha & Tracie, singer and songwriter Urias, surfer Pedro Scooby and others.
“We set out to be a content hub, but without repeating the formats. The music is linked to what Podpah represents, which is urban culture”, pointed out Victor Assis, CEO of the hub.
This is the second time streaming has joined Podpah. In 2022, Igo and Mtico were the first podcasters to use the video feature, made available for the first time in Brazil and Latin America by Spotify, with the Podpah de Vero project.
“Podpah is one of the biggest and most influential podcasts in Brazil and resuming the partnership with this project makes us very happy. This launch reinforces the power of podcasts with video on Spotify, which allows creators to expand their forms of expression in the production of their content “, pointed out Rodrigo Vizeu, producer of podcasts at Spotify in Brazil.
Audio as a power for brands
Spotify started a movement of original podcast projects, including cases like Mano a Mano, presented by Mano Brown and, now, Carona Podpah.
These unions between platform and creators and/or content did not start by chance. According to studies carried out by the platform, 49 million people consume podcasts in Brazil.
According to José Melchert, Sales Director at Spotify in Brazil, what explains the numbers is the multitasking that audio provides, which consists of the user being able to listen to something while doing other things. In the case of podcasts, exclusively, the executive highlighted the fact that the search for and consumption of this type of content, mainly in audio, was leveraged by the pandemic.
“Podcasts come from a very strong growth, especially post-pandemic. At that time, people got tired of the screens and wanted to continue informing, entertaining and distracting themselves in other ways. In this, the podcast grew, causing podcasters to start to having a role of influence over people”, pointed out the executive.
Another point presented by the analyzes was about the influence that audio advertisements have on listeners, pointing out that one in five people look for a brand or product after hearing about the audio advertisement on Spotify and, of these, 30% said they would probably buy it. the product.
“More than 60% of Spotify listeners are supported by ads and this is a global average. In Brazil, we have more than 126 million digital audio listeners and, in addition, the country is third in the ranking of podcast listeners, ranking behind only the United States and China. What does this show us? That Brazilians are passionate about audio, music, podcasts. Spotify’s focus today is the younger generation Z and who are super ‘okay’ about receiving an ad in exchange for a song, so we have to make this bridge to help brands connect with users through audio”, concluded Melchert.
