Sonora, the original audio platform, has been launched this week with the aspiration of “leading entertainment without a screen”. Last Tuesday it presented its launch catalogue and upcoming releases to more than 500 people in Gran Vía, in an event attended by its creators and renowned guests such as: C. Tangana, Kiko Veneno, Isabel Coixet, Lucas Vidal, Julio Medem, Daniel Sánchez Arévalo, Mamen Mendizábal, Albert Espinosa and Jon Sistiaga.
The platform already has more than 60 full productions, to which two new exclusive titles are added every week to offer more than 1,000 exclusive and premium episodes by the end of 2022. The project’s creative director, Toni Garrido, explains to DIRCOMFIDENCIAL that “we propose quality entertainment that allows you to move, go out, walk or run. Sonora includes the ability to share clips with whoever you want, so it also allows you to socialise and encourage that positive conversation around interesting topics”.
Garrido believes that now is a good time to invest in audio, especially in Spain. On the one hand, “because it is clear that there is a shift towards audio in the market. Its consumption is doubling year by year”; and, on the other hand, because “Spain is a country with an enormous tradition of radio listening and we thought that there was a real opportunity there. We are lucky to live in a country with extraordinary storytellers. That’s why we thought it was a good idea to get to work on it”.
Toni Garrido: “Our offer is the best there is on the market”.
The Sonora subscription costs 4.99 euros a month or 39.99 euros a year, with no commitment of permanence. Regarding the subscription model, Sonora’s creative director defends that “we have learned to value the good ham” and considers that “the problem we have now is the oversupply. We have several subscriptions, but I think we have to be selective. The fight has to be with quality. Now we value supply, and that’s good. The platforms are focused on offering good ham. Garrido explains that he feels proud when he hears listeners admit that “they have stayed 10 minutes longer in the car to listen to the last episode. When something like that happens, it’s a very good sign”.
The driving force behind the audio platform explains that “our offer is the best there is on the market, but we have to keep improving and learning. I think we are close but we still have to develop a lot, we have to work day by day, because what we have now is really extraordinary and positive”.
Isabel Coixet. Cesc Gay, Julio Rojas or Jon Sistiaga are some of the many names that form part of the Sonora universe, through numerous formats that tell multiple stories about: police investigations, corruption, child prostitution or radiographies of figures such as Florentino Pérez or Joaquín Sabina. Proposals that pursue the mission of “redesigning the experience of audio consumption”.