@Spotify is set to #renew its three-year #podcast deal with the @JoeRogan Experience #expiring in

@Spotify is set to #renew its three-year #podcast deal with the @JoeRogan Experience #expiring in 2024. Despite #Rogan's issues, he remains a #vital part of the #company's #podcast #business. If he walks or doesn't renew, it would be another massive blow to the company's podcasting editorial operation. If Spotify cuts a deal, they are in a better position to rebuild or maintain its podcast arm. If Rogan goes to another platform, he could essentially be a kingmaker. If he decides to launch his own network, he would have no trouble attracting #listeners, #advertisers, and talent.

#Spotify needs to find a way to make it work. #Everyone seems to agree that it is in Spotify's best interest to keep Rogan on board. After all the money the company has #sunk into #deals that went nowhere (Harry and Meghan) and acquisitions that were eventually #dismantled (#Gimlet), Rogan is still the best bet the company has ever made. With Rogan, Spotify gets its big and loyal audience, which is a massive draw for advertisers. There is an understanding in the industry that his presence on @Spotify has a #haloeffect for ad sales on its other shows.

However, this is not 2020. #Money is much #tighter than it was several years ago, and #investors are #pissed that Spotify's podcast bet still is not #profitable. #CEO #DanielEk has pledged to focus on #efficiency. #Rogan's current deal is reported to be worth as much as $200 million over three years. The question then becomes whether #Spotify can find the right price to keep him happy and mollify #investors.

It is also worth keeping in mind that he will not be negotiating with the same team as last time. Dawn Ostroff, the former head of podcasting, is gone, and Courtney Holt, who landed the deal in the first place, is gone. Spotify's new head of #podcasting, Sahar Elhabashi, worked #closely with Ostroff, but unlike #Ostroff, she reports up to chief business officer Alex Norstrom. If competition from other platforms drives the price #skyhigh, he may not have the tolerance for it.