Higher Ground signed an agreement with the music broadcasting service in 2019, while Obama planned their media business after years in power. The company has produced several podcasts since then, starting with “The Michelle Obama Podcast”, which features the former first lady talking to friends and family on a variety of topics; Born in USA, a series of conversations between the former president and Bruce Springsteen etc. Spotify said that show was one of its five most popular podcasts during 2020.
Already the famous couple, Barack and Michelle Obama have terminated the broadcasting service agreement with Spotify. They wanted their podcasts to have a wider reach, which Spotify did not allow. Higher Ground is in the midst of negotiations with several potential partners, including Amazoncom Inc. Audible. and iHeartMedia Inc.
The multi-year agreement which was originally signed in 2019 will end in October this year.