The Obamas decide to leave the Spotify platform

The Obamas and Spotify are (soon) over. The former presidential couple would like to be heard in several venues.

According to Bloomberg, Spotify will lose Barack and Michelle Obama once their partnership ends in October. The contract tying the former US president couple to the audio-streaming giant is ending, and Obama won’t be signing a new one. Their production company, Higher Ground, is now reportedly looking for a partner that would allow them to produce multiple series and release them on multiple platforms at the same time. Meanwhile, Spotify is most often looking for exclusive personalities to promote its platform, which may be the main reason for not renewing the contract.

Obama and Spotify, it’s (soon) over

Higher Ground is currently in talks with several potential partners, including Amazon Audible and iHeartMedia, for a deal that could be worth tens of millions of dollars. Both Obamas are expected to appear in the eight-episode program, so a limited total number of episodes should be expected.

Obama’s Spotify deal was valued at $25 million and released Renegades: Born in the USA, starring Barack Obama and Bruce Springsteen, as well as Michelle Obama’s podcast, in which the former first lady talked about her relationships with friends and family. Michelle Obama’s podcast was one of the most popular podcasts of 2020 and was even available on other platforms.

Former presidential couple would like to be heard on multiple platforms

While Higher Ground has yet to make any official announcements, a February Vanity Faire article during the Joe Rogan case has already hinted that the pair are not interested in seeking a new one-platform exclusive deal. Apparently, Higher Ground has also been frustrated with Spotify at times and has struggled to launch new content through this partnership. What’s more, the Obamas are more interested in creating shows for new young voices than for their own. This vision does not match Spotify’s.