Barack and Michelle Obama have signed a multi-year podcast deal with Spotify. The Obamas entered the partnership through their production outfit Higher Ground, a multimedia platform they formed to put together compelling narratives that “entertain, inform and inspire” and bring a greater level of diversity to every corner of the entertainment industry. Under this new agreement, Higher Ground’s Higher Ground Audio division will produce an exclusive range of podcasts for Spotify, with the Obamas responsible for developing and producing select programs. Listeners can expect the aforementioned podcasts to cover a broad mix of subjects, and the content will be created with the hopes of expanding “the conversation, educating and engaging Spotify’s diverse and extensive audience.”
“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,” Obama shares via an official press release. “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.”
“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,” Michelle Obama adds in her own statement. “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.”
“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,” Dawn Ostroff, Spotify Chief Content Officer, says. “Connecting people with original and thoughtful creators — especially those with the ability to highlight underrepresented and indispensable narratives — is at the core of our mission and we are thrilled that not only will the Obamas be producing content, but that they will be lending their voices to this effort.”
We’ll keep you updated as we receive more information concerning specific podcast announcements.
At the end of April, Spotify revealed that they now have over 100 million paid subscribers.