After signing a contract with Netflix in 2018, Barack and Michelle Obama have officially inked another entertainment deal with Spotify — and it looks like I might have a new favourite podcast. The partnership is with the Obamas' production company, Higher Ground, and falls in line with its upcoming podcast division launch. The Obamas will lend their voices to select shows and "highlight underrepresented and indispensable narratives," according to a statement by Spotify's chief content officer Dawn Ostroff.
"We've always believed in the value of entertaining, thought-provoking conversation," the former US president said. "It helps us build connections with each other and open ourselves up to new ideas. 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."
The former first lady also added that the goal behind the recent deals with Netflix and Spotify is to amplify "voices that are too often ignored or silenced altogether." While some podcasts are more about having a good laugh or acting as background noise, the Obamas hope to use their voices to inspire positive change. "Our hope is that through compelling, inspirational storytelling, Higher Ground Audio will not only produce engageing podcasts, but help people connect emotionally and open up their minds — and their hearts," Mrs. Obama said.