Barack and Michelle Obama’s production company, Higher Ground, has inked an exclusive podcast deal with Spotify.
The Obamas formed Higher Ground to ‘produce powerful stories to entertain, inform and inspire, and to lift up new, diverse voices in the entertainment industry’.
Spotify, which recently surpassed 100 million Premium subscribers and has more than 217 million monthly active users, will distribute the podcasts to audiences across the globe.
Under the Higher Ground partnership, President and Mrs. Obama will develop, produce, and lend their voices to select podcasts, connecting them to listeners around the world on wide-ranging topics.
The multi-year agreement will be with Higher Ground Audio, an expansion of the Higher Ground production company that will oversee the move into podcasts.
“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.”
Barack Obama
“We’ve always believed in the value of entertaining, thought-provoking conversation,” President Obama said.
“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.”
“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
Michelle Obama added: “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.”
“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
Spotify Chief Content Officer, Dawn Ostroff, added: “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.
“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.”Music Business Worldwide
