Spotify is enlisting Batman and Superman to help it win the next round of the streaming music wars. The market leading music service is partnering with WarnerMedia’s DC Comics and Warner Bros to develop original narrative podcast featuring iconic characters from the DC universe.
The multi-year deal gives Spotify exclusive early access to original stories featuring popular DC Comics characters, as well as a first-look option at drama and comedy podcasts based on properties from the comics stable. The agreement also allows access to Warner’s broader catalogue of film and TV libraries – we’re betting a Blade Runner narrative podcast gets fast tracked before 2049.
The move acknowledges the growing importance of podcasts in streaming media and Spotify clearly hopes to prevent ears wandering to dedicated podcast services, by more overtly integrating podcasts within its own ecosystem.
Recently, the company signed Joe Rogan, securing The Joe Rogan Experience podcast with an exclusive deal said to be worth $100m.
Spotify also has podcast development deals with Kim Kardashian West and the Obamas.
The multi-year deal gives Spotify exclusive early access to podcasts featuring popular DC Comics characters…
The WarnerMedia partnership will also see the co-development of entirely new properties to be shared by the two brands.
“As we continue to see explosive growth in podcasting around the world, we are thrilled to partner with Warner Bros. to build this slate of programming drawn from the worlds of DC and WB,” declared Dawn Ostroff, Spotify chief content and advertising business officer.
Warner Bros. executives Robert Steele and Peter Girardi said they were excited to bring beloved characters and franchises from DC and Warner Bros into the podcast space.
“Warner Bros has been synonymous with compelling and unforgettable storytelling for nearly a century, and we’re continuing to expand that legacy across all types of media platforms for our fans, and to use our storytelling prowess to redefine what’s possible in the scripted audio space.” Girardi will take the creative lead on the project.
Featured artwork, top, from Detective Comics #1027, a special collectable comic celebration of the Batman legend, on sale in September.