The AURA Podcast returns, featuring Spotify, Porsche, Hugo Boss
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.
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