Joe Rogan and Spotify‘s $200 million deal was a revolution in the podcast world. Since the veteran UFC announcer already had a massive audience on YouTube, he had a few stipulations before collaborating with the audio streaming giants. And the company accepted them.
But why did Spotify agree to Rogan’s terms? Why did they put such a hefty amount into bringing the former Fear Factor host to their platform?
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Spotify, the leading music streaming platform, stepped into the podcast world since it saw great potential in the new, ever-growing industry. To bring in attention to their platform as a podcast service, they wanted to cap off the biggest podcast in the world, The Joe Rogan Experience.
Although, reports also suggest that the company wanted to have multiple podcasters on their service instead of Rogan. But it didn’t work out, as Rogan had numbers on his side. Thus, the JRE podcast was a necessity for them to boost the podcast audiences on Spotify.
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NEW YORK, NEW YORK – NOVEMBER 02: Joe Rogan walks onto the stage during the UFC 230 weigh-in inside Hulu Theater at Madison Square Garden on November 2, 2018 in New York, New York. (Photo by Jeff Bottari/Zuffa LLC/Zuffa LLC via Getty Images)
The issue, however, was Rogan was not comfortable giving the creative authority to Spotify. Thus, when they offered him to join the platform, he proposed a few conditions.
Among many demands, one was the show’s format—an audio/video podcast, and the other being ‘complete creative control’ of the show. Spotify wanted Rogan at all costs, as he had an organic audience. Thus, it fulfilled Rogan’s demands.
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They announced the deal in May 2020, which benefited the audio/video platform instantly. The Joe Rogan Experience became exclusive to Spotify at the end of 2020.
The Joe Rogan Experience is still the #1 podcast on Spotify
The company’s decision to have Rogan‘s podcast onboard proved a masterstroke. The UFC analyst’s loyal audience tuned in to watch his show on Spotify as well.
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LAS VEGAS, NV – JULY 08: Commentator Joe Rogan speaks during weigh-ins for UFC 200 at T-Mobile Arena on July 8, 2016 in Las Vegas, Nevada. (Photo by Ethan Miller/Getty Images)
The JRE podcast surpassed unimaginable numbers and remained the top podcaster in the entire world. Apart from a few hiccups, the free-flowing podcast of Rogan saw nothing but the absolute top place in Spotify’s podcast chart.
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What do you make of Spotify allegedly wanting to replace Rogan by having a group of podcasters? Share your thoughts in the comments section.
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Sreeda U M