A few weeks ago, I can’t remember where, I found this quote from Richard Strauss: “The human voice is the most beautiful instrument of all, but it is the most difficult to play.” That’s absolutely true – I said to myself – in an age in which everything or almost everything seems to have become reproducible, the voice retains its intimate, pulsating quality, which makes each of us unique. My thoughts immediately turned to podcasts, a medium that has seen a 217% growth in listeners in Italy since 2015 (source: Nielsen). There’s a buzz in the audio world and not just on the social channels, with the Audio Rooms on Facebook or the Clubhouse boom, but it is the companies in particular that are slowly discovering its potential through insights and careful audience profiling. So, while I was doing some research, I came across a couple of titles that won me over, not just because of their content but because of the power of their underlying concepts: they were two branded podcasts produced for Mini BMW to mark the launch of the MINI Electric. The titles: Prime Svolte [First Turning Points], with seven episodes that tell true stories about the early adventures that we can all relate to, recognised by Apple as one of the best podcasts of 2019; and the 2020 Quella Svolta Che [The Turning Point That], focusing on the stories of those who have been brave enough to swerve from a destiny someone else had mapped out for them. As you listen to them, though, nobody talks about the car and its characteristics, the product remains in the background, although the parallelism remains clear: buying a totally electric car these days certainly marks a great turning point. VOIS, the podcast media company, a product of the rebranding in 2020 of the tech company ForTune, was responsible for these. With a network of 400 authors and sound designers, VOIS operates in Italy and throughout Europe. All that was left was for me to meet the CEO, Francesco Tassi, also the author of the podcast Io Credo [I believe].