Who would have thought that tapping Russell Brand, a rather controversial comedian-turned-political pundit could make an emerging social media brand a lot bigger in just a month?
Last April, spoken-word audio pioneer Audioboom (LSE:BOOM) was reported to have gained more than 200,000 registered users and 150 new content partners after hiring British actor Russell Brand to be the face of its platform.
This is good news not only to podcast and audio content enthusiasts, but also to book lovers. Audioboom, which is also a distributor for Audible, can now take its advocacy of re-introducing the joy of reading to a higher level. It also helps that Brand, a best-selling author himself, is a wide reader, a virtue he can naturally propagate through his new podcast show on Audioboom.
Surely, it’s no fluke. Audioboom knows the trend, and one of the most effectual ways to rise from oblivion to recognition is by utilising an overused stratagem: hire a critically loved celebrity and reap the rewards in no time. Everyone knows that celebrities are a powerful tool to disseminate an advocacy, promote a brand, or literally encourage consumers to try and do anything, including reading.
According to the Publishers Association, audiobook sales in the UK have increased twofold since 2011. British readers spent £10 million on audiobooks in 2014, which is a 25 percent increase from 2013. Five years ago, only £4 million were spent on the platform, a dismal number that instilled fear on publishers, thinking that it was the beginning of audiobook’s demise.
But PA admits that had it not been for the famous figures who represented an audiobook platform or lent their distinct voices for a specific bestselling book, the audiobook industry would not be as big as it is today.
Among the critically acclaimed audiobooks narrated by A-list celebrities are Emile Zola’s Therese Raquin by Kate Winslet, Joan Didion’s Slouching Towards Bethlehem by Diane Keaton, Graham Greene’s The End of the Affair by Colin Firth, and Jack Kerouac’s On the Road by David Carradine.
The power of celebrity voice has proven its impact when readers of Harper Lee went thrilled over news that Oscar-winning actress Reese Witherspoon took the challenge of giving Lee’s new novel a narrative voice for its audiobook version. Go Set a Watchman, the only book Lee published after the successful To Kill a Mockingbird, is already selling for less than half price on Amazon.co.uk a few months before its official global release in July.
Two weeks ago, subscription reading service Scribd announced that it would finally add 9,000 audiobook titles from Penguin Random House. Smaller players like Oyster and Playster have also tapped giant publishers to get a slice of the increasing non-physical book market.
Amazon-owned social book-cataloguing platform Goodreads said that it will now let registered users listen to free audio samples of its 180,000 titles. The company said that the move is in line with its goal of encouraging e-book readers to discover audiobooks, as well as helping to eliminate the distance between the two reading platforms.
This article may include forward-looking statements. These forward-looking statements generally are identified by the words “believe,” “project,” “estimate,” “become,” “plan,” “will,” and similar expressions. These forward-looking statements involve known and unknown risks as well as uncertainties, including those discussed in the following cautionary statements and elsewhere in this article and on this site. Although the Company may believe that its expectations are based on reasonable assumptions, the actual results that the Company may achieve may differ materially from any forward-looking statements, which reflect the opinions of the management of the Company only as of the date hereof. Additionally, please make sure to read these important disclosures.
Uruguay’s exports to Africa grew by 41% in the first half of 2020
During the first six months of the year, Uruguay’s exports to Africa amounted to $226 million. The company leading the...
MDI’s second round of equity crowdfunding flies by funding goal
The new online bank has collected over $886,000 (€756,000) on the Opstart portal, exceeding the minimum target by 202%, but...
The coronavirus resurgence keeps demand on the futures market at low levels
Coffee futures were higher and were led higher by New York as it caught up to the recent strength in...
The Government of Catalonia awards Roche a €9.2 million contract for analysis services
The Swiss pharmaceutical company Roche will supply reagents and consumables and will provide the necessary equipment to carry out analytical...
PR Tech: How investments in the media market changed?
The pandemic has affected all sectors of the economy, including the advertising market. According to Business Insider, despite the hit...
Crypto6 days ago
Ethereum course increases by 36% and DeFi breaks the $4 billion mark
Featured4 days ago
Supply@Me Capital ready to close the first securitization of the overall €970 million program
Africa3 days ago
Rwanda will build a nuclear research center
Featured6 days ago
Commodities demand is threatened by a potential coronavirus comeback