The Obamas are set to leave Spotify, with the couple reportedly in talks with other platforms over a new, lucrative deal.
The news broke when it was announced Higher Ground, the production company for the former president and first lady, would end their exclusive podcast deal with Spotify. That agreement will end in October of this year, with the couple keen to find their next wealthy suitor in the coming weeks.
Amazon Audible and iHeartMedia are the two companies said to be in conversation with Higher Ground. Spotify have currently dominated the exclusive podcast market, splashing hundreds of millions on stars like Joe Rogan, as well as the Obamas. Amazon, in particular, are obviously not strapped for cash should they want to compete with the Swedish streaming giant for podcasts, as well as music.
The Obamas first signed with Spotify in 2019, and have each produced successful audio shows on the platform. The Michelle Obama Podcast was one of Spotify’s five most popular shows in 2020, and features the former first lady in conversation with friends and family about relationships.
One of Barack’s Spotify podcasts was Renegades: Born in the USA – an eight part series featuring conversations between Obama and Bruce Springsteen.
But creative differences are said to have arisen between Spotify and Higher Ground. The Obamas hoped to use the deal to produce and provide a platform for a range of voices; Spotify, understandably, wanted more content featuring the two big stars themselves.