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Obamas Team up Music Streaming Giant Spotify to Lend Voices for Podcasts

The music streaming giant offers its services in several countries across Asia, Europe, US, Africa and Middle Eastern regions

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Spotify Music still leads outside of the US, tallying 75 million subscribers as part of its first earnings report in May.
Spotify Music still leads outside of the US, tallying 75 million subscribers as part of its first earnings report in May. Pixabay

Former US President and First Lady Barack Obama and Michelle Obama have teamed their production company Higher Ground with music streaming giant Spotify to produce and distribute exclusive podcasts in their own voices for Spotify users across the globe.

The multi-year agreement would be with Higher Ground Audio, an expansion of the Higher Ground production company, that would oversee the move into podcasts, Spotify wrote in a post on Thursday.

Under the Higher Ground partnership, the Obamas would develop, produce and lend their voices to select podcasts, connecting them to listeners around the world on wide-ranging topics.

“We are thrilled that not only will the Obamas be producing content, but that they will be lending their voices to this effort,” said Dawn Ostroff, Chief Content Officer, Spotify.

Launched in 2018, Obamas’ Higher Ground began with an initial partnership with Netflix, aiming to create compelling content to entertain and inspire the viewers.

“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 said in a statement.

Wikimedia
Barack Obama, his elder daughter Malia, Michelle Obama and Sasha.

The announcement comes just months after the music streaming giant acquired podcast producer Gimlet and podcast tool-maker Anchor to keep generating original content.

Earlier in June, Spotify started testing the creation of curated playlists of podcast episodes revolving around specific genres in order to help creators find a bigger audience.

As part of the test, five playlists under comedy, true crime, geek culture, walking (motivational) and relaxing (mindfulness) would start showing up to around five per cent of the Spotify users in the UK, US, Canada, Mexico, Sweden, Colombia, Chile and Argentina.

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Spotify has more than 217 million monthly active users and it recently surpassed the 100 million mark in terms of Premium subscribers.

The music streaming giant offers its services in several countries across Asia, Europe, US, Africa and Middle Eastern regions. (IANS)

Next Story

Music Streaming Giant Spotify Works On New Feature To Share Story Alongside Public Playlists

There isn't a desktop version yet, and it's unclear if there ever will be

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Spotify
The Spotify Stories are only available on the iOS and Android device as yet. Wikimedia Commons

Swedish music streaming giant Spotify is working on a new feature that lets influencers share Stories alongside their public playlists. The new version will let select users share video clips that contain snippets of songs and album art.

The first influencer to test the feature is makeup and fashion YouTube star Summer Mckeen, who currently has a social media fan base that includes 2.33 million YouTube subscribers, 2.1 million Instagram followers and 126,455 Spotify followers. Mckeen is using the new feature to introduce a playlist of her all-time favorite songs, which she’s titled her “all time besties”, TechCrunch reported on Tuesday.

The Spotify Stories are only available on the iOS and Android device as yet.

Spotify
Swedish music streaming giant Spotify is working on a new feature that lets influencers share Stories alongside their public playlists. The new version will let select users share video clips that contain snippets of songs and album art. Wikimedia Commons

There isn’t a desktop version yet, and it’s unclear if there ever will be.

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For the music streaming app, this is still just a test. As we’ve seen with other Spotify tests, these don’t always develop into full-fledged products, and the company’s response is still vague, according to Engadget. (IANS)