The Duke and Duchess of Sussex, Harry, and Meghan, will be the next major names to contribute to Spotify’s podcast power. The two, along with Spotify, revealed today the podcasting contract, along with the news that they have launched their own audio production company, Archewell Audio. Harry and Meghan are hosting their podcasts and creating other shows that have not been detailed. Their shows will be introduced next year but a special holiday featuring a couple and other guests will be accessible this month. Harry’s podcast can concentrate on veteran concerns, while Meghan’s looks more at gender equality.

This step closely resembles another prominent political couple: The Obamas. They launched their own production company, Higher Ground, and also entered into a Spotify contract. Michelle Obama’s podcast premiered last summer as an exclusive podcast but later became more widely accessible. It’s not clear if the duke and duchess shows will happen the same thing.

“What we admire about podcasting is that it keeps reminding all of us to take a minute and listen, to connect without distraction,” the Duke and Duchess said in a joint statement. “With the 2020 challenges, there was never a quite important time to do so because when we understand each other and hear each other’s stories, we are reminded of how interlinked we are.”

This latest production deal continues Spotify’s land grab for big names and talent in podcasting. It’s relocated Joe Rogan’s show exclusively to its website, and it’s also partnering with Kim Kardashian West, among others, including the DC Comics brand. The strategy is, of course, to inspire users to download and frequently use Spotify to hear from their favorite stars. With many of these shows just being released late this year it is not clear how well the tactics are working, although Spotify continues to add new monthly average users.

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