Obamas move audio deal to Amazon after Spotify friction

THE Obamas and their production company Higher Ground have signed a deal with Amazon.com's Audible to make a slate of original audio programming, the companies announced Tuesday (Jun 21), bringing an end to the Obamas' 3-year relationship with Spotify.

The terms of the deal weren't disclosed, including whether the deal gives Higher Ground the flexibility to release shows on many audio services at the same time. Spotify paid for exclusive rights to shows, though it later distributed them on rival services.

"At Higher Ground, we have always sought to lift up voices that deserve to be heard - and Audible is invested in realising that vision alongside us," former President Barack Obama said in a press release. "I'm looking forward to partnering with them to tell stories that not only entertain but also inspire."

The famous family signed its first podcast deal with Spotify Technology in 2019 and released a variety of shows, including The Michelle Obama Podcast and Renegades: Born in the USA, a multi-hour conversation between Barack and musician Bruce Springsteen. The partnership turned south over the years, however, after both companies disagreed on strategy.

Higher Ground staff wanted their slate to highlight voices outside the Obamas', and though the production company pitched dozens of shows, Spotify only produced a handful. Spotify eventually declined to renew their deal, narrowing potential partners for Higher Ground down to Audible and iHeartMedia, as Bloomberg reported in April. BLOOMBERG



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