In 2020, Spotify announced a new partnership with Barack and Michelle Obama to bring new exclusive podcasts to the platform. However, two years later, the Obamas are now reportedly seeking deals with other podcast platforms as they leave Spotify.
According to Bloomberg sources, Higher Ground Productions — which is the Obamas’ podcast company — won’t be renewing its deal with Spotify in 2022. Instead, the company is already talking to other podcast distributors seeking a deal. worth “tens of millions of dollars”. The report describes the deal as one of the “most lucrative in the podcasting industry”.
Higher Ground negotiated with several potential partners, including Amazon’s Audible and iHeartMedia. Although not mentioned in the report, Apple may also strike a deal with the Obamas to bring their podcasts to the Apple Podcasts platform.
However, the report also points out that there are disagreements between Obama’s company and podcast platforms over what content to produce.
The Obamas are each willing to appear in an eight-episode program, which some bidders say isn’t enough commitment to warrant a deal comparable to shows like “SmartLess,” “Call Her Daddy,” and “My Favorite.” Murder”. “These shows appear weekly, or with a frequency close to it, while the Higher Ground programs featuring the Obamas have been limited runs.
Apple is slowly investing in exclusive podcasts to compete with Spotify and other platforms. The company also introduced a new podcast subscription program so creators can charge for their shows. A partnership with the Obamas would certainly be a huge opportunity to attract even more users to Apple Podcasts.
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