Abstract:

Audio-based communication media and products have achieved great popularity in recent years, as they inform, entertain, thrill and amuse in different genres, formats and technologies.

In this context, podcasts emerge as one of the most versatile and popular formats today: they can be listened to anywhere, guaranteeing convenience and intimacy to the public; they can be consumed at any time, as their contents may be less dependent on current events; they can address different issues, especially those that do not have the proper space or depth in traditional media; and can be consumed on multiple channels, depending on the listener's digital ecosystem.

These characteristics caught the attention of brands, who saw in this format a valuable opportunity to create engagement with the public. Podcasts allow to expand the digital presence of a brand or product, through content related to its values ​​and mission. By proposing and moderating conversations based on topics of common interest, brands gain public attention and loyalty, which constitutes a valuable opportunity in the context of a digital marketing strategy.

The creation of podcasts for brands involves the multidisciplinary work of a team of professionals from areas such as Communication and Advertising. It is up to the Advertising professionals to know the brand, create the strategy and define metrics for the product's success, while the Communication professionals develop the pre-production, production and post-production of the podcast. In this sense, the boundaries between areas, functions and occupations are fluid and dynamic, which requires an interdisciplinary approach to the podcast development.

This study aims to design a proposed methodology for the academic production of a podcast for brands from an interdisciplinary approach between the Communication and Advertising courses. For this, a pilot project was carried out involving students of the Masters in Audiovisual Communication and Multimedia and the Masters in Design and Advertising at IADE - European University. Four stages were established for the execution of the project: ideation, co-creation, development and presentation. This article describes and characterizes each of the steps and discusses the results, in order to establish a first approach to the methodological proposal, in addition to defining the next steps for future investigations.

Keywords:

Multidisciplinary Studies, Communication, Advertising, Podcast.