By Gary Symons
TLL Editor in Chief
Photo by Mark Jones
The audio streaming leader Spotify has literally placed a crown on the year 2020, as its burgeoning podcast business signed a multi-year partnership with Prince Harry and Meghan Markle, the Duke and Duchess of Sussex.
The royal couple recently formed Archewell Audio, and that company will now produce regular podcasts for Spotify’s 144 million premium subscribers and 320 million monthly active users.
“What we love about podcasting is that it reminds all of us to take a moment and to really listen, to connect to one another without distraction,” The Duke and Duchess of Sussex said in a joint statement. “With the challenges of 2020, there has never been a more important time to do so, because when we hear each other, and hear each other’s stories, we are reminded of how interconnected we all are.”
Spotify’s podcast business has been on a tear throughout the year, spending an astonishing $1 billion-plus to acquire agreements, production houses, and audio tech companies. Spotify has also recently signed agreements with former US President Barack Obama and controversial conservative comedian Joe Rogan.
Ahead of the new year, Archewell Audio and Spotify’s Gimlet studio will release their first offering, a holiday special hosted by The Duke and Duchess that will feature stories of hope and compassion from inspirational guests in celebration of the new year. In 2021, The Duke and Duchess will produce and host podcasts that build community through shared experiences and values.
“The Duke and Duchess of Sussex may live in California, but the power of their voices rests in their status as citizens of the world,” says Spotify Chief Content and Advertising Business Officer Dawn Ostroff. “That they are embracing the extraordinary capacity of podcasts on Spotify while also seeking to elevate underrepresented voices is a testament to their appreciation for the potential of audio storytelling. We are proud to partner with The Duke and Duchess and look forward to listeners hearing directly from them and the other creators that they will be elevating via our global platform.”
The first complete series from Archewell Audio and Spotify is expected next year and will be available to stream for free on Spotify.
The push into high-profile podcasting has helped drive record valuations for Spotify, more than doubling stock prices to record highs from a year-to-date low in March and April.