Spotify hopes podcast deals with social media stars Addison Rae, Joe Rogan and Lele Pons, among others, will attract new audience
- The streaming platform has signed up nearly two dozen influencers to do original or exclusive podcasts, with some deals reaching seven figures
- Spotify thinks move will help it compete, and Singaporean video creator Nuseir Yassin says his podcast Nas Talks led some of his fans on Facebook to try Spotify
Los Angeles-based influencers Rickey Thompson and Denzel Dion are pros at posting funny videos to their millions of followers on social media platforms. But they’ve never had their own podcast before.
So when the friends wanted to start one that would discuss relationships, advice and other things going on in their lives, they decided to sign an exclusive deal with Spotify.
“They got what we wanted and we got what they wanted,” Dion said. The deal, which was announced last week, is among nearly two dozen for original or exclusive podcasts Spotify has signed with social media stars in the last year, including TikTok dancer Addison Rae and singer Lele Pons.
“We want to work with creators across a wide range,” said Courtney Holt, Spotify’s head of studios and video. “Social media influencers is a great place for us to be looking for new, emerging, established and diverse talent.”
He declined to say how much Spotify is paying influencers for these deals, but an industry source said such deals could reach seven figures. For Spotify, they are another way to attract new audiences to the streaming platform.