Audiobook Knowledge and Tools
On Tuesday, October 8, 2024, the African Publishers Network (APNET) in partnership with the USA-based Audio Publishers Association (APA) held a much-needed online workshop titled Audiobook Publishing: Getting It Right. The event, conducted in English, attracted over 70 participants from across Africa and beyond, with an aim to equip African publishers with the knowledge and tools necessary to tap into the rapidly growing audiobook market.
The workshop covered crucial topics, including setting up audiobook publishing, production techniques, distribution through subrights and direct channels, and marketing strategies. Audiobooks, long popular in North America and Europe, are seen by many African publishers as the next frontier in reaching readers, especially in a continent where oral storytelling traditions remain strong.
Is AI Good for Audiobook?
One of the key highlights of the session was the lively discussion around the role of artificial intelligence (AI) in audiobook production, as participants sought to understand how AI could revolutionise the industry.
Laetitia Cassells, a participant, raised a thought-provoking question: “I really appreciate that both the speakers were excited and transparent about the inclusion of AI in this process. In the context of Africa, have you identified any potential specific skills that can be replaced with technological tools—other than proofing audio, which may be difficult for indigenous languages and accents?” She emphasised the importance of considering what skills small- and medium-sized enterprises (SMEs) need to embrace in audiobook publishing and what processes could be streamlined with AI.
Similarly, Mkuki na Nyota, a leading publisher in Tanzania, asked whether AI voices were more suitable for fiction or nonfiction audiobooks, raising further questions about which genres perform best in the audiobook market. “Also, what kind of audiobook does best? Fiction or nonfiction? Lastly, any tips on producing nonfiction books with footnotes or endnotes? Are there interesting ways they can be incorporated as opposed to being completely omitted?” A lively interaction ensued around the subjects, revealing the experience of the panelists.
Expert Panel
The expert panel that facilitated the audiobook publishing for African writers included Robin Lai, a seasoned audio professional from New York City, currently serving as SVP and Head of Custom Shop at John Marshall Media. Lai boasts a career spanning collaborations with HarperCollins, Penguin Random House, Disney, and more, bringing insights on high-quality audiobook production and navigating partnerships with major publishers.
Ronnie Butler, a celebrated actor, narrator, and producer with over 400 audiobook titles to his name, shared tips on how to bring stories to life through voice and sound. Butler is also known for his award-winning audiobook narration across multiple genres.
Carol M. Mackey, a Senior Acquisitions Editor at Recorded Books, Inc., focused on the business side of audiobook production, offering strategies for licensing audio rights and negotiating with publishers big and small. Practical steps for publishers looking to market and distribute their audiobooks successfully was a topic delivered by Michele Cobb, Executive Director of the Audio Publishers Association and an expert in PR, sales, and marketing in the audio industry.
Best Practices for Children’s Audiobooks
During the interactive session, participants explored best practices for audiobook length, especially for children’s books, and explored the creative integration of footnotes in nonfiction works. As audiobooks gain momentum in Africa, questions around localisation, particularly for indigenous languages and dialects, remained top of mind.
The event marked a key moment for African publishers eager to embrace digital audio as part of their offerings, particularly as internet access expands across the continent, making audiobooks an increasingly viable and accessible format.
With the French edition of the workshop scheduled for Thursday, October 10, 2024, the potential for audiobooks in Africa is set to reach new heights as publishers from both Francophone and Anglophone regions begin to explore this new frontier in storytelling.
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