Spotify occupies more than 150,000 square feet, which is considered among the largest leases signed in the Arts District. The campus is part of the At Mateo complex on Mateo Street, near the trendy Girl & the Goat restaurant and a space occupied by USC Roski School of Art and Design. Spotify faces fierce competition from such rivals as SirusXM and iHeartMedia that have also invested heavily in podcasts. campus, but the company disclosed last year that it planned to spend nearly $100 million on building out its offices in L.A., Mumbai, Miami and other cities. Spotify executives declined to say how much they invested in the L.A. “It’s enticing to partner up with someone like Spotify because it’s kind of a one-stop shop for all their needs,” Dunlap said. The new facilities can be appealing to talent, especially those new to podcasting who may not have production facilities in which to record audio and video, Dunlap said. “The company broadly continues to believe in and invest in the broader audio industry,” Holt said. Holt says he views Spotify as content agnostic - giving creators the tools to put out content through different forms on the streaming service, whether that’s an audiobook, podcast or music. With Amazon’s audio books giant Audible increasing its scripted podcasts in areas such as comedy, Spotify said it would buy audiobooks business Findaway in November. Facing competition from Clubhouse, which hosts live audio chatrooms, Spotify launched its version called Greenroom from its acquisition of Betty Labs in March. Spotify continues to make acquisitions to expand its reach into audio content. The company aims to have 20% of the listening on its service be non-music. “This was a really great attempt to try and create the most forward-thinking and future-proof strategy around how we can do production that’s going to be dynamic and nimble to meet the needs of the platform and consumers,” Holt said.Ĭompany Town Dawn Ostroff’s plan to turn Spotify into the ultimate podcast hubĭawn Ostroff, Spotify’s chief content officer, says she plans on making hundreds of original podcast series next year as part of a strategy to expand the streaming platform’s podcast offerings. In addition to podcasts and music, Spotify has increased its video efforts, releasing footage of its hosts recording their podcasts last summer. podcast listeners and is estimated to surpass Apple Podcasts by year’s end, according to research firm eMarketer. Today, Spotify has an estimated 28.2 million monthly U.S. Shows recorded in Pod City include “The Bridge: 50 Years of Hip Hop” “Higher Learning With Van Lathan and Rachel Lindsay,” where the hosts discuss Black culture, politics and sports and “Nosy Neighbors,” hosted by comedians Candice Thompson and Chinedu Unaka. Among the most popular programs are “The Joe Rogan Experience” and New York magazine’s investigative podcast series “Cover Story.” Spotify - which released 108 new, original and exclusive podcasts in the third quarter - has a wide range of audio programs on its platform spanning various categories, including true crime, news and pop culture. “They saw a massive opportunity with podcasting and that they can start funding this content and be engaged with the partner on it and having an ownership stake in the actual content itself.” “Spotify built itself as a company that creates a solution for people to stream music from the start, and they’re beholden to doing deals with all the major labels and paying out streaming royalties, but the issue for them has always been they never owned any of it,” said Travis Dunlap, a digital media agent with WME. Beyond centralizing its podcasting business in one place, the new Los Angeles operation allows Spotify to reduce the costs of paying outside vendors, attract and nurture new talent, and produce more original shows that it can own and distribute.
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