Although reported then to be worth more than $100 million, the true value of the deal that was negotiated at the time, which covered three and a half years, was at least $200 million, with the possibility of more, according to two people familiar with the details of the transaction who spoke anonymously because they were not authorized to discuss it. 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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