Why Music Podcasts Are a ‘Gold Mine of Good Ideas’ For Artists and Labels Alike

As Spotify invested heavily in podcasting in 2019 — including a deal with Barack and Michelle Obama’s Higher Ground production company reportedly worth over $10 million — labels were also getting in on the action. In April, Universal Music Group announced a partnership with Wondery to produce original audio content based on its catalog; the following month, Sony Music Entertainment unveiled a partnership with renowned podcast producers Laura Mayer and Adam Davidson to create shows across a variety of formats and genres.

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