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Spotify stock soars to all-time high after Kardashian and DC Comics pod deals

Snacks / Thursday, June 18, 2020
_Spotify making its exclusive deal pitch_
_Spotify making its exclusive deal pitch_

What do Kim Kardashian and Batman have in common?... An exclusive Spotify partnership. The Swedish streaming champ just inked a deal with Warner Bros' DC Comics and reality TV's Kim Kardashian West. Its stock surged 12% to a record high on the news. What Spotify splurged on:

  • The entire DC Comics universe: Spotify gets the exclusive rights to use the blockbuster intellectual property for original scripted podcasts. Superman, Wonder Woman, Batman, and the Joker... welcome to the playlist.
  • Kim K: Spotify gets an exclusive Kim K podcast, focused on criminal justice and prison reform (less E! News, more Law & Order). Kim has been hitting the law books, and will be co-producing/hosting the show.

Making it exclusive... Spotify is defining the relationship with big stars. The goal? Bring their huge followings (exclusively) to its platform. It's the "Gated Garden" strategy:

  • A month ago, Spotify snatched exclusive rights to The Joe Rogan Experience β€” aka, the biggest pod in America. It dropped over $100M to make Joe a 100% Spotify experience.
  • Now, Spotify is hoping to woo some of Kim's 175M Insta followers to join its 286M users. And lure DC Comics fans, which boasts some of the highest-grossing films of all time.

Pods have lived up to the splurge... Spotify has spent almost $1B snatching up pod content/companies over the past 1.5 years, including Gimlet Media and The Ringer. Those acquisitions were mainly focused on existing pods with existing audiences. With Kim and DC, Spotify wants more non-podding people to start podding. Since its 1st pod-cquisition in February '19, Spotify's market value has grown by $25B β€” and its pod audience more than doubled.

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