Barack and Michelle Obama sign Spotify podcast deal

The marriage between former President and first lady Barack and Michelle Obama has been a profitable one post-White House, as the duo has signed lucrative deals to write books as well as partner with Netflix to produce programming for the popular streaming service.

Not surprisingly, the Obama union just became even more profitable, with the pair inking another multi-year deal, this time to produce content for podcasts with audio-streaming service Spotify.

Lucrative opportunity

Variety reported that precise details of the deal remain unclear at this time, except for the fact that the Obamas will “develop, produce, and lend their voices to select podcasts on a wide range of topics.”

The deal was reached between Spotify and Higher Ground Audio, a newly created division of the Obamas’ Higher Ground Production company, which was formed in 2018 as part of the deal with Netflix.

Spotify, which boasts around 100 million paid Premium subscribers and upwards of 217 million active monthly users, intends to broadcast the Obama-produced podcasts worldwide.

Dawn Ostroff, chief content officer for Spotify, told Variety, “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.”

“Inspirational storytelling”

The Obamas have said that the overarching goal of their production company is to help foster and provide “new, diverse voices” in the entertainment industry.

The former president, in a statement released by Spotify, said of the deal, “We’ve always believed in the value of entertaining, thought-provoking conversation.”

“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,” he 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,” the former first lady said in a 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,” she added.

Aside from the announcement of the deal and boilerplate statements, neither Spotify nor the production company offered up specifics of the terms, when Obama-produced podcasts would be heard, or whether those podcasts would be of an explicitly political or more general and entertaining variety of programming.

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