Inside The Explosion Of The Audio Content Market | NBC News Now

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NBC News’ Dasha Burns takes an in-depth look at why podcasts and original audio content have taken over the internet and our personal devices. » Subscribe to NBC News: http://nbcnews.to/SubscribeToNBC » Watch more NBC video: http://bit.ly/MoreNBCNews NBC News Digital is a collection of innovati...



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Popular this year. dasha burns looks at this dasha burns looks at this exploding. Category. exploding category. , the special bulletin from the , the special bulletin from the president of new jersey. president of new jersey. it’s, been a little while it’s been a little while, since families huddled around since families huddled around the radio. For entertainment. the radio for entertainment. h ...
nestly these days, it takes a honestly these days. It takes a pretty major event to even get pretty major event to even get us in front of the tv at the us in front of the tv at the same time. same time.

, but ironically, at a time with, but ironically, at a timewith. More visual content available more visual content available than ever before. These players than ever before. These players in entertainment are betting in entertainment. Are betting that it’s time for the radio that it’s time for the radio drama to make a comeback. drama to make a comeback. ? I guess my question is why i guess my question is why people have been talking about. People have been talking about podcasts being the next big podcasts being the next big thing. Basically, since they were thing basically, since they were invented. invented. podcasts are bigger than ever.

Podcasts are bigger than ever. , but `` star wars, ,'' -- for the fir but `` star wars, ,'' -- for the fir time in along time. Audio is time in a long time, audio is being treated like a first class being treated like a first class medium. medium. we’ve been working on `` star we’ve been working on ``, star wars', which is the first ever wars', which is the First, ever `` star wars' audio book with a `` star, wars' audio book, with a full cast. full cast. So, instead of having one so instead of having one narrater, we have a number of narrater. We have a number of different people playing roles, different people playing roles in the story. in the story. It explores a back story of a .

It explores a back story of a character in a', star wars' character in a `` star, wars' prequell movie from the early prequell movie from the early 2000s. 2000s. What made you decide to do an what made you decide to do an audio version of this things are changing. Fast. things are changing, fast. a lot of people don’t even know a lot of people don’t even know this type of content exists and this type of content exists and yet there’s already so much of yet there’s already so much of it to choose from. It to choose from. audible is the largest creator. Audible is the largest creator and distributor of audio and distributor of audio content. content.

Most recently, we’ve been most recently we’vebeen, creating our own audible, creating our own audible originals, with topnotch talent, originals with topnotch talent, absolutely creative writers and absolutely creative writers and artists and musicians and artists and musicians and performers. performers. You probably know audible as , you probably know, audible as the amazon company. That makes the amazon company that makes spoken versions of print books. , spoken versions of print books. , but they’re also one of the but they’re. Also one of the companies leading the charge companies leading the charge into original audio content. into original audio content. stories, written specifically for stories, written specifically for the audio platform, not just a the audio platform. Not just a book read out loud. bookread out loud.

like amazon and netflix did with like amazon and netflix did with original video content. Audible original video content audible is hoping to grow. Their audience is hoping to grow their audience with these new audible stories. With these new audible, stories. , we just worked with kate . We just worked with kate mckinnon. mckinnon. it’s called `` heads will roll. ' it’s called `` heads, will roll. ' it’s comedy. it’s comedy.

it’s episodic. it’s episodic. it’s for sheer fun. it’s for sheer fun. people like to get a little people like to get a little story in While they’re walking story in while they’re walking the dog or washing the dishes or the dog or washing the dishesor, folding laundry. folding laundry. it’s, almost found time. it’s, almost found time. audio, is playing. A big part in audio is playing a big part in that. that. , that’s one reason: we kept that’s one reason we kept hearing about why this stuff is hearing about why this stuff is getting so popular.

getting so popular. audio can fit into Parts of your audio can fit into parts of your life that video can’t. life that video can’t. We look at audio as passive . We look at audio as passive content. content. it’s, something that you can it’s something that you can listen to going to work at the listen to going to work. Atthe gym cooking dinner, et cetera. , gym cooking dinner, et cetera. it’s, one of the few contents it’s one of the few contents, where you can be doing two where you can be doing two things: aptthing things aptthing s s things at once. , things at once.

, it’s, one Of the fastest growing it’s, one of the fastest growing mediums of content, right, now. mediums of content right, now. , , when people think about , when people think about marvel, they think about comics marvel, they think about comics. They think about massive. They think about massive blockbusters. Also super visual. blockbusters also super visual. Why take this thing to audio? Why take this thing to audio , we’re stilla story telling we’re still a story telling campaign at heart. campaign at heart. characters are about the story. characters.

Are about the story. wolverine, being one of my wolverine being one of my favorites in terms of the most favorites in terms of the most complex characters you can ever complex characters. You can ever really know. , really know. with audio. You can really get with audio. You can really get into depth of the character into depth of the character, because you’re so focused on the, because you’re so focused on the new nuances. new nuances. When a book is made into a , when a book is made into a movie. Oftentimes people who lovemovie oftentimes people who love the book criticize the film the book criticize the film because there’s a depth that’s because there’s a depth that’s missing. missing.

, it seems like audio allows for a it seems, like audio, allows for a similar kind of deeper dive And similar kind of deeper dive and deeper exploration. , deeper exploration. , , the best tv shows you spend . The best tv shows you spend time with the character. time with the character. audio is similar, where we really audio is similar, where we really get to spend time with the get to spend time with the characters or the mystery and characters or the mystery and the Suspense. , the suspense. in audio youget to imagine what, in audio you get to imagine what this world looks. Like. this world looks like. , that’s the other thing we that’s. The other thing we heard over and over.

heard over and over. audio like a good book, leaves audio like a good book, leaves details to the imagination. details to the imagination. Everyone envisions the story, a everyone envisions the story, a little bit differently in their little bit differently in their head. head. So far we talked about scripted so far we talked about scripted story telling, but there really story telling, but there really is a lot of diversity in the is a lot of diversity. In the content we scoffed. content we scoffed. , we’re working for a brand new , we’re working for a brand new audible original called ``. Our audible original called ``, our harlem.

' harlem. ' it’s fantastic. it’s fantastic. He brings us into his restaurant. He brings us into his restaurant red rooster in harlem. red rooster in harlem. , , almost every home cook on the , almost every home cook on the planet has a favorite recipe in planet has a favorite recipe in the back pocket and stacked in the Back pocket and stacked in the top drawer. , the top drawer. it’s, a different sensory it’s, a different sensory experience. experience. exactly.

exactly. it’s reinventing the cookbook it’s reinventing the cookbook foraudio. for audio. , a cookbook might not seem a cookbook might not seem like a natural fit, but he like a natural fit, but he wanted to share his experience wanted to share his experience with the drawn he loves harlem. , with the drawn he loves, harlem. The best foot might be from , the best foot might be from the park at a barbecue or the the park at a barbecue or the best corn bredad might be at a best. Corn bredad might be at a block. Party. block, party. , . Marcus comes from fine marcus comes from fine dining.

dining. It was during his experience. It was during his experience outside of highend restaurants outside of high end restaurants. His experience in harlem that he his experience in harlem that he felt most at home. , felt most at home. a restaurant doesn’t happen. a restaurant doesn’t happen in a videocassette yumacuum. in a videocassette yumacuum. You have to incorporate the cowl. You have to incorporate the cowl of of -- soul, of everything, that’s -- soul of everything that’s around you.

around you. >, > it’s, creating jobs, here. >, > it’s, creating jobs here. , who do i buy from who do i, who do i buy from who do? I serve, who do i create jobs? For. serve? Who do i create jobs? For. You seem to have a thingfor . You seem to have a thing for integrating a bunch of different integrating a bunch of different components into one context. components into one context. you’re really doing that with you’re really doing that with audible. audible. it’s, a cookbook it’s, music, it’s, a cookbook it’s, music, it’s culture And history.

it’s culture and history. i’ve done cookbooks for i’ve done cookbooks for years, but once audible came years, but once audible came into the picture it really into the picture, it really opened up. A new door. opened up a new door. It can be much more intimate. , it can be much more intimate. You can listen in your car, you, you can listen. Inyour car, you can be inspired on the way home can be inspired on the way home from work through your phone. from work through your phone.

That’S amazing. that’s amazing. If you want to know about a if you want to know about a great recipe from the south, you great recipe from the south, you know jessica harris will tell know jessica. Harris will tell you that. you that. , that’s the last thing we that’s the last thing we discovered about this stuff. discovered about this stuff. audio. Has a certain intimacy to audio. Has a certain intimacy to it. it.

hearing people tell their own hearing. People tell their own stories right in your earor in stories right in your ear or in your car. , your car. I was listening to trevor . I was listening to trevor noah’s memoir `` born a crime. ' noah’s memoir `` born a crime. ' had that on during my commute. had that on during my commute. i thought trevor was in the i thought. Trevor was in the passenger seat next to me passenger seat. Next to me, because it was him performing because it was him performing, and i could hear his story and i could hear his story directly from him the way he directly from him the way he intended it doing, impressions of intended it doing impressions of his mother’s Accent.

his mother’s accent. iwouldn’t have gotten that same. I wouldn’t have gotten that same experience from the page. experience from the page. I think that there’s , i think that there’s something around our something around our americanness. americanness. americans are great at knowing. Americans are great at knowing things about france or england, things about france or england, or all over the world. or all over the world. Sometimes we need to be reminded.

Sometimes we need to be reminded that harlem is cool. New york is that harlem is cool. New york is cool, america is cool, especially cool. America is cool, especially in this divisive time. in this divisive time. If you can do that with learning, if youcan do that, with learning how to make some grits that’s a how to make some grits that’s a good thing. , good, thing. , , this stuff radio plays . This stuff radio plays audio dramas podcasts, whatever audio dramas. Podcasts, whatever you want to call them seems to you want to call them seems to be different from what we’re be different from what we’re used to seeing on tv or at the used to seeing on tv or at the movies. movies.

It can fit into our lives in it can fit into our lives in places. Video can’t. places, video can’t. it can leave a little more to it, can leave a little more to the imagination. Andit can be the imagination and it can be more intimate. , more intimate. Really, what i discovered is that really what i discovered is that print video audio they all.


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