Chora Media, how a “podcast factory” works

Increasingly listened to and loved, podcasts are one of the phenomena of the moment. We visited the Chora Media headquarters to find out how an audio publishing house works and what are the new technological developments affecting the world of podcasting. We talked about it with Mario Calabresi, director and founder of Chora Media and with Luca Micheli, Head of Sound.

Chora Media, how an audio publishing house works

“Chora is a podcast factory, that is, an audio publishing house which therefore tells stories with audio”, explains Mario Calabresi, director and founder of Chora. “It starts from the zero point, that is, from the creation of a story or a narrative and then all the materials are collected, developed and then recorded. Then there is the sound design and at the end we publish our works”. A long journey, therefore, from the conception to the production of a podcast. Creating the right podcast soundtrack becomes fundamental, as Luca Micheli, Head of Sound of Chora Media tells us: “Using the words that are in the story, we imagine a musical context in which the scene takes place”.

The recording studio, where everything happens

The beating heart of the creative process, where everything takes shape, is the recording studio. “After recording, there is post-production which partly takes place in the studio”, says Luca Micheli, “from here the creative phase begins, so, with respect to the story and also to how the voice sounds, we try to understand what the most suitable musical timbres”. Namely, the sound of the podcast. “The next challenge from a technical and sound point of view”, explains Micheli, “will be immersive sound, therefore Dolby Atmos, a technology that is already used in video games and cinemas”.

Podcasting, between training and new professions

The audience that listens to podcasts is expanding, not only in terms of numbers. People of all ages are passionate about podcasts, who seek information and entertainment in podcasting. An ever-expanding sector also brings with it new specialized professions. Thus was born the Chora Academy, the Chora training course to raise awareness of the world of podcasts and to acquire the tools of the trade. “There are not only those who must be able to construct the narration to give life to a podcast”, explains Calabresi, “but there are new professions to consider, such as those of sound designers and also those who deal with the communication part and distributive”. A team effort, therefore, to arrive, piece by piece, at what will then be a podcast.