Higher Ground, President Barack and Michelle Obama’s production company, has entered into a partnership with music streaming giant Spotify. The Obamas will be producing podcasts which will be exclusive to the Spotify platform. They formed their production company to bring powerful stories that inform, entertain, and inspire people. Spotify will distribute their podcasts to audiences worldwide.
Higher Ground was launched by President Obama and Michelle Obama in 2018 with an initial partnership with Netflix. The idea was to create content that entertains and inspires viewers. The move into podcasts shows that they’re willing to use different mediums in pursuit of that aim.
Under this partnership, the Obamas will develop, produce, and “lend their voices to select podcasts, connecting them to listeners around the world on wide-ranging topics,” Spotify says in the press release. This multi-year agreement has been inked with Higher Ground Audio which is an expansion of their production company that will oversee this move into podcasts.
“We’re excited about Higher Ground Audio because podcasts offer an extraordinary opportunity to foster productive dialogue, make people smile and make people think, and, hopefully, bring us all a little closer together,” President Obama said.
“Our hope is that through compelling, inspirational storytelling, Higher Ground Audio will not only produce engaging podcasts, but help people connect emotionally and open up their minds—and their hearts,” added Michelle Obama.