The Obamas leave Spotify for a multi-million dollar deal – brand power!

Apr 21, 2022
After 3 years the Obamas have chosen to leave Spotify. The Obamas’ podcast catalogue includes the fourth most popular podcast in 2020, “The Michelle Obama Podcast,” as well as Renegades: Born in the USA, a particular favourite of mine. 
Higher Ground, The Obamas production company, is in talks with other distributors, including Amazon’s Audible and iHeartMedia for a deal reportedly worth tens of millions of dollars, making the podcast “the most-lucrative in the podcasting business,”according to Bloomberg. This seems odd considering Spotify paid $200 million for Joe Rogan’s podcast, which is double what was initially reported by The Wall Street Journal. 
Either way the power of branding and podcasts is immense. As we know in Sales, company and personal branding is massive and creating the right positioning with the best platform can take your brand to new heights. Higher Ground is seeking a deal that will allow them to produce several shows and release them on multiple platforms at the same time. As we head towards a future where we expect one platform to deliver on numerous requirements will this probe streaming platforms to rethink their strategy? 
Nailing your company’s branding is one thing. Having a talented commercial team to sell that brand is a whole different ball game. At SaaSLeads we help great brands action commercial success and teach personal branding as part of our SDR Academy. Want to chat about your business or have a career in tech sales come say hi below. 
Lena Miah

Lena is our Marketing Executive here at She is versed in all things marketing and loves creating thought provoking, inspirational, and informative pieces for the company. 

Lena was born and raised in London. She has a passion for all things words and completed a BA degree in Journalism at the University of Roehampton. 

When she isn’t keeping the company blog in tip top condition she can be found in a yoga class or checking out the London food scene, but if the food isn’t up to par she could bake it all herself. 

You can find Lena on LinkedIn here 

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