Blog: spotify podcast strategy

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Is Spotify’s new monetisation model unlocking the power of video in podcasting?

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Rutger Rosenborg
In October, MIDiA positioned Spotify’s video push as both a strategic move against YouTube and also as an evolution in the platform from music-first to audio-first to format agnostic. As we noted, the company’s mission statement is “ to unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it ”.
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Why don’t we hear popular music on popular podcasts?

Cover image for Why don’t we hear popular music on popular podcasts?
Rutger Rosenborg
There are a number of popular podcasts that dissect popular music. One is called, well, Dissect . Others are Popcast , Song Exploder , and Switched on Pop . Podcasts like these usually play extended sections — if not whole recordings — of popular tracks, but beyond that, it is virtually impossible to find a podcast where you can hear music that is not a commissioned theme song or ‘royalty-free’.
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