5 days ago
The AURA Podcast returns, featuring Spotify, Porsche, Hugo Boss
The AURA Podcast is back with a second season, filmed once again at Dubai's AURA Skypool and hosted by Kubi Springer, Global Marketing Director and Head of AUTHORITY at AVANTGARDE. With a fresh slate of guests from brands such as Spotify, Porsche, and Hugo Boss, the podcast continues its focus on long-form conversations at the intersection of branding, culture and leadership.
Season one of the podcast garnered over eight million views. The series was originally launched in partnership with AURA Skypool and AUTHORITY, AVANTGARDE's marketing and brand consultancy, as a way to reposition traditional PR using immersive digital storytelling. The goal was to showcase AURA as a lifestyle destination to a global audience — without requiring travel to Dubai.
'Traditional PR is evolving,' said Springer. 'The press release still matters, but today's audiences want more than a headline – they want a heartbeat. Podcasts are giving brands a chance to speak with depth, consistency, and real-time relevance.'
Filmed 210 metres above sea level, The AURA Podcast positions itself as a branded content platform rather than a promotional vehicle. This season's episodes feature conversations with global creatives and industry leaders on topics ranging from trust-building and storytelling to shifting audience expectations.
Produced by AVANTGARDE Brand Experience Agency, the podcast is available weekly across Spotify, Apple Podcasts and YouTube. The format offers an alternative PR tool for luxury and lifestyle brands seeking to create emotional resonance beyond traditional channels.
Season two premiered on May 17, 2025.
