Barack and Michelle Obama Strike Podcasting Deal With Spotify

Spotify Technology SA struck a deal for the entertainment-production company started by Barack and Michelle Obama to develop and produce podcasts that will be available only on the streaming service.

The former president and first lady, whose company is called Higher Ground, are expected to participate in at least some of the podcasts covering a range of topics, the companies said Thursday. That could potentially mean hosting, narrating or interview roles. Financial terms of the multiyear agreement weren’t disclosed, nor were details about programming or how many podcasts the deal might include.

The partnership comes after Spotify, already the second-largest podcast platform, behind Apple Inc., recently acquired a trio of podcasting companies for around $400 million—part of a plan to spend as much as $500 million altogether on such deals this year.


“We are thrilled that not only will the Obamas be producing content, but that they will be lending their voices to this effort,” said Spotify content chief Dawn Ostroff.

Mr. and Mrs. Obama established Higher Ground Productions last year when signing a multiyear deal to produce shows and documentaries for Netflix Inc.

SOURCE - WSJ