Prince Harry and Meghan Markle’s media empire expands with Spotify podcast deal

Spotify (PLACE) Tuesday announced an exclusive partnership with Archewell Audio, a new, audio-first production company founded by The Duke and Duchess of Sussex.
The deal allows the couple to increase their streaming and media footprint. It is their last investment since they announced in January that they were stepping down from their role as senior members of the British Royal Family and becoming “financially independent”. In September, Harry and Meghan signed a multi-year production deal with Netflix. Meghan also narrated the documentary “Elephants” on Disney +.
For Spotify, a music streaming app that is also building a podcast empire with major acquisitions and exclusive content from big names, the deal confirms its reputation as a destination for prestigious audio content. Kim Kardashian West signed an exclusive deal with Spotify in June. Michelle Obama debuted “The Michelle Obama Podcast” on Spotify in July. The Joe Rogan Experience, one of the most popular podcasts in the world, is now a Spotify exclusive.

This partnership brings exclusive content from two more celebrities to serve and grow Spotify’s global audience of 320 million active users per month. The company said in a press release Tuesday that the two “will host and produce podcasts that will build community through shared experiences, stories and values.”

Archewell Audio’s multi-year partnership with Spotify includes numerous programs, some hosted and others produced by the Duke and Duchess. A holiday special hosted by them will be released later this month. Their first series will debut next year. All projects are exclusively available on Spotify.

“What we love about podcasting is that it reminds us all to take a moment and really listen, to connect with each other without distraction,” the Duke and Duchess of Sussex said in a joint statement. “With the challenges of 2020, there has never been a more important time to do so, because when we hear each other and hear each other’s stories, we are reminded of how connected we all are.”

Dawn Ostroff, chief content and advertising business officer for Spotify, told CNN Business last year that the company planned to offer more exclusive offers as a way to lure customers from the other podcast platforms.

“The Duke and Duchess of Sussex may live in California, but the strength of their votes rests in their status as citizens of the world,” Ostroff said in a statement Tuesday. “Embracing the extraordinary capacity of podcasts on Spotify while trying to raise under-represented voices is a testament to their appreciation for the potential of audio storytelling.”