We never knew how much we needed it but now we have it.
Higher Ground, Michelle and Barack Obama’s production company has just announced a joint partnership with streaming service, Spotify to produce exclusive podcasts. The former US president and first lady will creative control, produce, develop and lend their voices under Higher Ground Audio (an extension of the production company established in 2018).
That is their second development into the digi-sphere, both of which, multi year agreements. The first was the Netflix deal valued at an estimated $50 million, providing visual content for the service with 118 million subscribers and allows up to 6 devices to register at a time; now the second, with the move into podcasting. Not only, is it the fastest growing audio platform and accounts for 30 percent of the US population’s monthly listens to 700,000 active podcasts available.
Though between them, the pair have made appearances on talk shows, ref. The Daily show with Trevor Noah, The late show, the today, Publishing deals with Penguin Random House on books such as “Becoming” and keynotes across the nation, this will be the first time that we’re given insight into their interactions with one another and unfiltered (to the best of their ability) perspective that we’re yet to see (or hear) from any first family, former or present.
With entrepreneurial venture of presidents past in mind, we’re yet to see the sustainability and longevity of political affiliation. Could this be the first?
7 June 2019