Do you ever think about the irony that is audio content?

It's the oldest form of broadcast media, and that's not even counting recording technology that dates back 160 years.

The ironic part is that it's also one of the most experimental and untapped forms of communication, with apps like Clubhouse showing that we're still just figuring out new ways to talk to, educate and entertain each other.

I've been thinking about that ever since my chat last night at Adweek's Challenger Brands Worldwide with Virginia Sharma, vp of brand partnerships at Mumbai-based streaming platform JioSaavn.

Initially launched as a way to help people listen to Bollywood tracks legally, the service has grown to have more than 100 million monthly active users. And Sharma believes there's still massive amounts of room for growth as more consumers—in South Asia and beyond—turn to audio to help fill the boring gaps in their day (and when screens aren't an option, such as while driving, walking or doing chores).

“We call these the earbud moments, and you have to have audio play a role,” she said during our conversation. “If you’re not taking advantage of that sonic real estate, you’re wasting an opportunity.”

You can find more of our conversation on Adweek.com.

What's your take on audio? Is it still rising? Where do you see the most room for evolution and adoption? Let me know what you think at the email below or at @Griner on Twitter.

And speaking of audio, you can find me on Clubhouse at @Griner. I've really enjoyed the app so far, and I've been hosting frequent discussions around creativity, so I'd love to see you join.

David Griner
International Editor, Adweek
David.Griner@Adweek.com

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