Joe Rogan made quite a niche for himself with his "podcasts". Of course, he has become one of the biggest interviewers around with his show "The Joe Rogan Experience". The 11 year old series had over 1,500 episodes.
This is now all being licensed out to Spotify for the nice sum of $100 million.
Rogan was already pulling down $30 million a year before the deal with Spotify. The deal is for licensing meaning Rogan will still produce his show as he always did.
Presently, many of Rogan's shows are on YouTube but will be removed by the end of the year, giving Spotify an exclusive contract on distribution.
While sporting a diversified background that includes MMA and stand up comedy, Rogan is probably the most successful Podcaster. The medium started to gain in popularity a little over a decade ago, giving millions the opportunity to generate content. Few were able to monetize it to the same degree as Rogan.
He is also known for his direct interviewing style. There are few topics he won't delve into. At the same time, he is willing to interview those who others shy away from. He interviewed Alex Jones while also smoking pot with Elon Musk.
Spotify is one of the premiere distribution networks out there. For Rogan's fans, the podcasts will still be free to listen to.
Getting involved with Rogan is not without its risks. He is apt to find controversy at times.
Rogan has also made plenty of his own controversial remarks on his show and in his stand-up that have been called racist, sexist and transphobic by critics. They include comparing a black neighborhood to “Planet of the Apes,” and saying that mixed martial artist Fallon Fox, who is a transgender woman, is “a f---ing man.” He has said such remarks were taken out of context.
Despite the controversy, he is extremely popular and Spotify believes he can help to expand their platform. Digital platforms are in a race to get as many users at possible.
Years ago, another newer medium, satellite radio, took a chance by handing a huge payday to Howard Stern. Since that time, it renewed his contract. It shows how one big name with a large following can help to give a legitimacy to a platform such as Spotify.
It is likely there will be other deals like this taking place. Other platforms such as Pandora will not sit by idly.
There is a race out there for content creators who have a following. The market might just be heating up.
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