Obamas’ podcast company seeking deal with other platforms as it leaves Spotify
Back 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’re leaving Spotify.
According to Bloomberg sources, Higher Ground Productions – which is the Obamas’ podcast company – will not renew its deal with Spotify in 2022. According to Bloomberg sources, Higher Ground Productions – which is the Obamas’ podcast company – will not renew its deal with Spotify in
Higher Ground is currently in negotiations with a number of potential partners including Audible.com and iHeartMedia. Apple may also be able to make a deal to allow their podcasts on the Apple Podcasts platform, even though it’s not mentioned in the report.
However, the report also points out that there are some disagreements between the Obama’s company and the podcast platforms when it comes to the content to be produced.
The Obamas are each willing to appear in an eight-episode program, which for some bidders isn’t enough of a commitment to justify a deal comparable to those for shows like “SmartLess,” “Call Her Daddy” and “My Favorite Murder.” Those shows appear weekly, or with a frequency to close to that, while Higher Ground’s programs featuring the Obamas have been limited series.
Apple is slowly investing in podcasts that can compete with Spotify or other platforms. The company has also introduced a new podcast subscription program so that 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.