Spotify is at it again with another huge move in the content development space. Yesterday, news broke that they signed an exclusive deal with the Obamas to develop podcasts for the platform. It’s a multi-year deal between Spotify and the Obama’s production company, Higher Ground Productions. America’s First Couple will develop and even lend their voices to several podcasts across various subjects over the length of the deal. In their new opportunity with Spotify, the Obama’s appear to be moving swiftly across the content development space after just recently inking a deal with Netflix to produce original content. Their mission to create diverse content through Higher Ground Production looks to be well under way.
According to Variety, Spotify will distribute the Obamas’ podcasts worldwide to its paid and ad-supported user base. In the first quarter, Spotify said it had 100 million Premium subscribers and more than 217 million monthly active users overall.
In a statement provided by Spotify, former President Obama said, “We’ve always believed in the value of entertaining, thought-provoking conversation. It helps us build connections with each other and open ourselves up to new ideas. We’re excited about Higher Ground Audio because podcasts offer an extraordinary opportunity to foster productive dialogue, make people smile and make people think, and, hopefully, bring us all a little closer together.”
Since leaving the White House, we’ve witnessed the Obama’s transition into a space where they can reach the masses and create conversation that encourages progressive thought. Most presidential couples gracefully fade into a calm existence filled with philanthropic efforts and co-signs of up and coming politicians when the time is right. Not the Obama’s, they aren’t shying from the spotlight. As the first black presidential family, they understand the unique responsibility they have. Michelle Obama’s words echo this principle clearly.
“We’re thrilled to have the opportunity to amplify voices that are too often ignored or silenced altogether, and through Spotify, we can share those stories with the world. Our hope is that through compelling, inspirational storytelling, Higher Ground Audio will not only produce engaging podcasts, but help people connect emotionally and open up their minds — and their hearts.”
As a culture, we can’t wait to see what the Obama’s have in store. We can expect quality that’s for sure. Just as they light up every room they enter, they’ll surely spread positivity through the content they create.