Spotify’s going to ‘Higher Ground’ with Barack and Michelle Obama
- Spotify is launching a new series of podcasts on its platform in partnership with Higher Ground, the production company formed by Barack and
- Higher Ground Audio will find voices within the entertainment industry to showcase on the platform.
- David Ostroff is hoping that the Spotify’s new podcasts will appeal to the platform’s global audience.
We’ve always believed in the value of entertaining, thought-provoking conversation.
Publishing podcasts is a new venture for Higher Ground. The company has been producing content for Netflix so far and this will be their first foray into creating audio content. And, for Spotify, they’re going to find voices in the entertainment industry to tell their stories in hopes of inspiring their users.
Higher Ground Audio, an expansion of the original company, will be producing the actual podcasts that will then we available to users on Spotify.
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.
It’s a multi-year agreement between the two companies that will cover a wide range of topics and Spotify’s Chief Content Office, Dawn Osrtoff, is hoping that the type of stories that they plan to share won’t only inspire users in the US or English speaking countries — but connect with their entire global audience.
President Barack Obama and Michelle Obama are two of the world’s most important voices and it is a privilege to be working with them to identify and share stories that will inspire our global audience, which looks to Spotify for unique, breakthrough content.
Globally, Spotify has 100 million Premium users and 217 million monthly active users (MAUs) overall. But in India, the music streaming only launched in late February this year.
The music streaming giant has been trying to get revenue to rise since it’s profits started to stagnate last year. An emerging user base, like India, is the company’s bet to grow and defy critics who have postulated that music streaming is dying out.
This will also help Spotify set itself apart from its competition in India since they are currently the only music streaming service in the space who are offering podcasts to their users.