Was the 100 million deal worth it? https://www.billboard.com/articles/business/streaming/9420215/spotify-licensing-deal-joe-rogan-benefits-will-it-pay-off
Def worth it. Has been an endless source of internal hilarity.
He will be around for yearssssss
Nope. They should have spend some of that 100M on some research. Humans are creatures of habit, they arent likely to change behavior or go to a new place unless they're really motivated. Just look what happened with Microsoft and Ninja. $30M deal, they shuttered the service in a few months cuz nobody was leaving twitch. Paid him in full and he can go straight back to his followers with 30M in his pocket for doing next to nothing. Only time a deal like that is worth it is if ur name is howard stern.
But this is Spotify. Not a twitch clone.
Joe rogan is this generation's Howard Stern
It seems worth it from a user engagement and acquisition perspective. And from a financiary and strategic perspective, it seems to have helped the stock and interest around the audio strategy. Not sure it is worth it from a branding perspective though. JRE is associated with values Spotify is not very keen to promote.
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