Spotify's partnership with Joe Rogan is off to a rocky start. nwquah looks at two things from the past week that hint at the battles to come
Joe Rogan. Photo: Vivian Zink/Syfy/NBCU Photo Bank/NBCUniversal via When Spotify signed The Joe Rogan Experience to an exclusive multi-year distribution deal earlier in the summer, the company’s stock price soared briefly, illustrating both the extent to which investors valued its bet on exclusives as well as Rogan’s unlikely standing as a legitimate media phenomenon.
Rogan’s recitation of the conspiracy theory turned out to be inadvertent, and to his credit, Rogan issued an apology over his social media accounts the next day, explaining that he had been misled by an article that he had read.
As we move forward in time, there are two specific things that I’d keep an eye on in relation to this thread. The first is whether Spotify will more clearly design a set of policies about speech on its platform, whether the platform will stick closely to it, and whether those policies will sit well with Rogan. The second thing is the growing labor movement within Spotify.
➽ Song Exploder has been adapted for television, and it’s hitting Netflix next month. A natural fit, IMHO, given the way Song Exploder’s premise fits neatly into the Chef’s Table-esque genre of culture doc that’s seemingly very popular on Netflix… and also given Hrishikesh Hirway’s telegenic good looks.
Secondly, and perhaps more importantly, I’d pay close attention to the strategic framing, as laid out in the Journal report, around this being a smart speaker play. Smart speaker distribution hasn’t really been all that important for podcast publishers up until this point, but if it ever does, Amazon is currently best positioned to exert strong gatekeeping influence over that channel.
This expansion into Canada sits alongside what the company is already doing in the US and in Mexico. Back in February they hired Brian Danzis to be Managing Director, Americas out of their New York office. Danzis, by the way, joins the long list of former Spotify employees at Acast — he was previously Global Head of Video and Live Events there. The choice of Gordon, with her background at the CBC, for Canada, seems designed to complement Danzis’ corporate experience elsewhere.
“There is still some education to do, which we’re hoping to be that resource for in Canada — when you’ve got questions about the podcast market, how to advertise the best ways to advertise the best rates, we want to be that first call… The great thing is it’s a growing interest from all categories. It’s not just direct to consumer brands, it’s not just specific clients. It’s all categories. It’s finance, it’s auto with CPG.
We talked about how they came to form the show back in 2018, and also, we dug into bigger questions about self-care, how they view the concept as a system and a movement to plug gaps left under-served by capitalism, and the general lack of media explicitly designed for women over the age of forty. I like The Sporkful quite a bit, though as podcasting has become a lot more crowded lately and the pile of new releases I’m supposed to get through grows with each passing week, I don’t get to pick the show up as much as I used to. Anyway, this is presumably the point of a write-up like this where I very briefly go over the history of The Sporkful: when Pashman created it, where he was in his life, why he did it, how he and the show has changed over the years, and so on.
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