![]() ![]() With his outsize media footprint, no-fucks-given hosting style, and an estimated 11 million listeners per episode, Rogan is, like it or not, the face of Spotify’s podcasting play. Content, of course, has a tendency to court controversy, and Rogan is now giving Spotify more controversy than it bargained for. The strategy was a means to attract new customers while showing Wall Street a path forward that didn’t involve siphoning roughly 70% of Spotify’s revenues back to the music industry. ![]() They also embarked on a series of mega deals for high-wattage talent, signing the Obamas, Prince Harry and Meghan Markle, and, of course, podcasting phenomenon Joe Rogan, who entered into an exclusive licensing agreement for a reported $100 million. The audio gold rush was well underway, and Spotify mined its riches with a push into podcasting, acquiring Gimlet Media, Parcast, and The Ringer. But the company now seems to be in a period of retrenchment.After radically reshaping how we listen to and purchase music, in 2019 Spotify set its sights on new conquests. The music streaming giant has made a big push into podcasting in recent years, acquiring studios and launching new shows. “The strongest indication these employees received that their shows were not meeting Spotify’s goals was when they were laid off yesterday.” “Shows languished without marketing support, and teams were not given clear audience goals to meet,” the union representatives wrote. Union representatives at the company’s Parcast and Gimlet Media studios issued a joint statement in response on Friday saying each had 30% of their members let go. About 38 people lost their jobs in total. Some of their programs had lost up to 75% of their listeners after going exclusive, the employees said, and Spotify management didn’t do enough to stop the decline. Spotify said Thursday that it was ending 11 podcasts and terminating employees. Union members at two of Spotify Technology SA’s podcast studios said a decision by the company to put their shows exclusively on its own streaming service led to a drop in listeners, and a subsequent decision to cancel programs and fire workers. ![]()
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