Change the conversation

Are you a creator with a great idea?

Gender disparity in Japan is a key social issue. We want to make it easier for women here to live life on their terms.

Spotify created Sound Up to find, train and develop the next generation of diverse creators. Many Japanese women find it hard to occupy the gap between traditional values and modern life. Harder still to share their experiences and build like-minded communities. The more female voices we amplify, the more we can change the conversation. You don’t need prior experience to join us. Only a great idea.

Active events

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About the program

Launched in 2018, Sound Up has grown from a local initiative into a global program - reaching hundreds of aspiring creators around the world. Four years on and we’ve launched in Japan with the goal of amplifying female voices in a growing market and empowering more listeners to tune in.

What to expect

It begins with a great idea. And grows from there. We invite up to ten aspiring creators to join each program event. Through a mix of in-person training and virtual sessions, you’ll immerse yourself in the art of podcast creation learning everything from ideation and storytelling to interviewing, editing and producing. With mentorship and guidance from industry experts and the Spotify team throughout, you’ll then be supported to produce the pilot episode of your own podcast – one that has every chance of becoming a Spotify Original show.

Who are we looking for?

Our program is open to storytellers who have historically not had access to the resources and opportunities present in the growing audio and podcasting space. If you’re an aspiring female creator and you live in Japan, we want to hear from you. Bring us your idea for a great podcast. And we’ll take it from there.

Meet the experts

Get to know the experts you'll be working with that partner with Sound Up.

Sakiko Hirano

Food essayist. She was born in Fukuoka Prefecture in 1991. She has been keeping a food diary since elementary school, and when in college, she wrote a blog about her daily eating habits, which started her writing career. In 2020 she won the JAPAN PODCAST AWARD 2020 Grand Prize for her podcast program "Aji na Sub-Sound".

Seisuke Higuchi

He was born in Tagawa City, Fukuoka Prefecture. In 2011, he established Office Higuchi, a music production company. In 2014, he formed the rock band "Doburoccas" with the comedian "Doburokku." In 2016, he established BOOK Co., Ltd. in his hometown. In 2020, his podcast "Koten Radio" won the Grand Prix at "JAPAN PODCAST AWARD 2019".