Spotify And DC Comics Team Up For New Podcast
Spotify Technology SA. is bringing Batman, Superman and Wonder Woman to podcast audiences in a multiyear partnership with Warner Bros. to make original narrative podcasts, according to The Wall Street Journal.
Warner Bros., a unit of AT&T Inc., will collaborate with Spotify to produce the programming of podcasts based on DC superheroes and supervillains. Spotify will be in charge of marketing, advertising and distributing the shows exclusively on its platform.
While the podcasts will be based on existing popular characters such as Harley Quinn and the Joker, the content will be new and original material. A person familiar with the deal told the Journal that the podcasts could be a testing ground for new film and TV concepts for the DC universe.
The streaming giant has been active in the expansion of its podcast contents. Earlier this year Spotify purchased sports and pop culture outlet the Ringer, and last month it made an over $100 million licensing deal for “The Joe Rogan Experience” exclusively on its platform. Most recently, it reached an agreement with Kim Kardashian West for a criminal justice podcast.
With the high-profile deals in the past year and a half, Spotify is trying to rebrand itself more as a full-service audio company than a music streaming company. Owning original content, the company believes, will help improve margins.