In May 2020, after an intense courtship, Spotify announced a licensing agreement to host Mr. Spotify executives came to view Joe Rogan - a comedian and sports commentator whose no-holds-barred podcast, “The Joe Rogan Experience,” was already a monster hit on YouTube - as that transformative star. To help propel Spotify into its next phase as an all-purpose audio juggernaut, and further challenge Apple and Google, it wanted a superstar podcaster, much as Howard Stern helped put satellite radio on the map in 2006. However, a new report today says that the actual cost was at least twice that…Įven at $100M, it was looking like Spotify had paid a lot of money for what is now looking more like a liability than an asset, but the New York Times cites two sources saying that it was double this. The Joe Rogan Spotify podcast cost was widely reported to have been $100M, though neither party commented on it.
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