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    Spotify's Joe Rogan Deal Is Said to Be Worth Over $200 Million

    It was the deal that helped make Spotify a podcasting giant, but has now put the company at the center of a fiery debate about misinformation and free speech.Spotify was already the king of music streaming. But to help propel the company into its next phase as an all-purpose audio juggernaut, and further challenge Apple and Google, it wanted a superstar podcaster, much as Howard Stern helped put satellite radio on the map in 2006. Spotify executives came to view Joe Rogan — a comedian and sports commentator whose no-holds-barred podcast, “The Joe Rogan Experience,” was already a monster hit on YouTube — as that transformative star.In May 2020, after an intense courtship, Spotify announced a licensing agreement to host Mr. Rogan’s show exclusively. Although reported then to be worth more than $100 million, the true value of the deal that was negotiated at the time, which covered three and a half years, was at least $200 million, with the possibility of more, according to two people familiar with the details of the transaction who spoke anonymously because they were not authorized to discuss it.But in recent weeks the show that helped Spotify catapult into a market leader for podcasts has also placed it at the center of the sort of cultural storm that has long engulfed Facebook, Twitter and YouTube, over questions about the responsibility tech behemoths have for the content on their platforms.It began when several prominent artists, led by Neil Young, took their music off the service to protest what they described as Covid vaccine misinformation on Mr. Rogan’s show. Then clips from old “Joe Rogan Experience” episodes caught fire on social media, showing him using a racial slur repeatedly and chuckling at jokes about sexual exploitation, prompting Mr. Rogan to apologize for his past use of the slur. A #DeleteSpotify social media campaign began calling for a boycott. And some Spotify podcasters publicly criticized Mr. Rogan and the platform.Spotify declined to make company executives available for interviews. Dustee Jenkins, a spokeswoman for the company, declined to comment on the terms of Mr. Rogan’s deal. Representatives of Mr. Rogan did not respond to multiple requests for comment.Even in the frothy podcast market, the deal for “The Joe Rogan Experience” was extraordinary. Spotify had purchased entire content companies, Gimlet Media and The Ringer, for slightly less than $200 million each, according to company filings.With tens of millions of listeners for its buzziest episodes, “The Joe Rogan Experience” is Spotify’s biggest podcast not only in the United States but in 92 other markets, with a following that hangs on every word of his hourslong shows. In its financial reports, Spotify cites podcasts — and Mr. Rogan’s show in particular — as a factor in the long-sought growth of its advertising business. At a recent company meeting, Daniel Ek, Spotify’s chief executive, told employees that exclusive content like Mr. Rogan’s show is vital ammunition in Spotify’s competition against tech Goliaths like Apple and Google.“We’re not in the business of dictating the discourse that these creators want to have on their shows,” Daniel Ek, Spotify’s chief executive, told employees. But dozens of episodes of “The Joe Rogan Experience” were recently taken down.Lucas Jackson/ReutersAs Mr. Rogan faced growing public criticism, Spotify responded by reaffirming its commitment to free speech, even as dozens of Mr. Rogan’s past episodes have been removed. It also made its content guidelines public for the first time, said that it would add “content advisory” notices to episodes discussing the coronavirus and promised to contribute $100 million for work by creators “from historically marginalized groups.”The moves came as Spotify faced growing dissension among high-profile creators. This month Ava DuVernay, the film director who announced a podcast deal with Spotify a year ago but has yet to produce any content under it, severed her ties with Spotify, according to a statement from her production company, Array. And Jemele Hill, the former ESPN commentator, said that Spotify’s defense of Mr. Rogan had created problems with her audience, and raised questions about the sincerity of the company’s dedication to minority talent.“What I would like to see,” Ms. Hill said in an interview, “is for them to hand $100 million to somebody who is Black.”A Pivot to PodcastingFor Spotify, the move into podcasting is the culmination of years of strategy to find a business that is more profitable than hosting music, for which it must pay about two-thirds of every dollar to rights holders.The company dipped its toe into video around 2015, but little came of it. By 2018, the year Spotify listed its shares on the New York Stock Exchange, it was forming plans to pursue Mr. Rogan, hoping to supercharge its market position in non-music audio and to chip away at the dominance of Apple and Google’s YouTube.To make Spotify a player in podcasting, Mr. Ek and his deputies, including Dawn Ostroff, a former television and magazine publishing executive, and Courtney Holt, formerly of Maker Studios, an online video network, set out on a multipart strategy. Spotify would buy audio studios, like Gimlet, and acquire exclusive rights to existing shows. With Spotify Originals, the company would also create buzzy new programs in partnership with creators like Ms. DuVernay’s Array and Higher Ground, the production company of former President Barack Obama and Michelle Obama.Developing a portfolio of podcasts unique to Spotify, as Netflix had built a walled garden for video, was a key aim, according to several employees involved in the strategy discussions.“All music streaming services are offering the same plain vanilla ice cream at the same price,” said Will Page, Spotify’s former top economist, who was not involved in the Rogan deal but is a frequent commentator on the digital media business. “The overarching issue is how do you make your customer proposition distinct.”Growth StrategySpotify has greatly increased its podcast offerings in the last four years — a period of rapid growth in both users and revenue for the company. More

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    Spotify’s Ongoing Joe Rogan Problem

    Subscribe to Popcast!Apple Podcasts | Spotify | StitcherOver the last few weeks, Spotify has found itself in the cross hairs of critics because of its relationship with the comedian turned podcaster Joe Rogan. Rogan’s show, “The Joe Rogan Experience,” has been criticized for promoting Covid-19 misinformation — Neil Young and Joni Mitchell had their music removed from the service in protest — and a compilation of video clips of Rogan using a racial slur on past episodes resurfaced online, drawing more ire.Rogan apologized, and he worked with Spotify to remove approximately 70 episodes of his show from the streaming service, with which he has an exclusive partnership. But the incident raised thorny questions about Spotify’s role in vetting the content it distributes, especially from partners it is in exclusive business with. And it also exacerbated issues it has with musicians and songwriters who believe it systematically underpays them.On this week’s Popcast, a conversation about Rogan’s Spotify square-off, the leverage wielded by musicians and the unwieldy nature of the podcasting business.Guests:Ben Sisario, The New York Times’s music business reporterNick Quah, a podcast critic at New York magazine and VultureConnect With Popcast. Become a part of the Popcast community: Join the show’s Facebook group and Discord channel. We want to hear from you! Tune in, and tell us what you think at popcast@nytimes.com. Follow our host, Jon Caramanica, on Twitter: @joncaramanica. More

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    Spotify Stands by Joe Rogan: ‘Canceling Voices Is a Slippery Slope’

    Spotify is not canceling Joe Rogan.Two weeks into an evolving and far-reaching controversy over its star podcaster, who has been accused of spreading misinformation about the coronavirus, and condemned for his past use of a racial slur, Spotify has faced growing pressure to take a stronger stance about the podcasts it hosts.But in a memo to employees over the weekend, Daniel Ek, the company’s chief executive, discussed the recent removal of a number of episodes and made it clear that it would not drop Rogan’s show, “The Joe Rogan Experience.” That show has been exclusive to Spotify since 2020, when the company made a licensing deal with Rogan that has been reported to be worth $100 million or more.“I do not believe that silencing Joe is the answer,” Ek wrote in the memo, which Spotify provided to The New York Times. “We should have clear lines around content and take action when they are crossed, but canceling voices is a slippery slope.”Ek also confirmed that Spotify recently removed dozens of episodes of “The Joe Rogan Experience” after a compilation video was shared online by the singer India.Arie showing Rogan repeatedly using a racial slur on his show. In a video over the weekend, Rogan apologized and called it “the most regretful and shameful thing that I’ve ever had to talk about publicly,” though he also said that at the times he made those comments — over 12 years of his podcast, Rogan said — he had believed that they were acceptable in context. Many commentators found that apology insufficient.In his memo, Ek said that Rogan made the decision to remove the episodes, which appear to number about 70, after meetings with Spotify executives and after “his own reflections.”Ek also said that Spotify would invest $100 million for the “licensing, development and marketing” of music and other forms of audio “from historically marginalized groups.” What that would entail was not immediately clear. Spotify licenses most of its music from record labels and music distributors, and music from Black artists and other minorities are among the most popular on the platform; Spotify has also promoted minority podcasters with its “Sound Up” program, for example. Representatives of the company did not respond to a request for clarification.Since Jan. 24, when Neil Young demanded that his music be removed from Spotify, citing complaints from health professionals about Covid-19 misinformation on Rogan’s show, the company has faced a mini boycott from musicians, and constant criticism online. Joni Mitchell, Arie and Young’s sometime bandmates in Crosby, Stills and Nash, have all pulled their music. A handful of other artists, like the alternative band Failure, have followed suit, while others have staged protests of various kinds. The band Belly, for example, added a “Delete Spotify” banner to its own Spotify profile page, and explained on social media that for many artists, removing their music from the service is easier said than done.In media circles, Spotify’s stance over Rogan has also raised questions about the responsibility of online companies to police the content on their platforms. In recent years, Facebook, Twitter, YouTube and others have come under frequent attack for the content they host, usually about politics or the pandemic. They have responded with a variety of measures, but tended to avoid labeling themselves as publishers.That stance has been more difficult for Spotify, given its exclusive deal with Rogan. In his memo, Ek doubled down on recent comments denying that Spotify is Rogan’s publisher. In a company town hall last week, he told employees that despite its exclusive arrangement with Rogan, Spotify did not have advance approval of his shows, and could remove his episodes only if they ran afoul of Spotify’s content guidelines. (Spotify released those platform rules for the first time last week; it was not clear whether the episodes that were removed last week violated them.)In his letter, Ek alluded to growing employee discontent about that position, and said he was “wrestling with how this perception squares with our values.”“I also want to be transparent,” he added, “in setting the expectation that in order to achieve our goal of becoming the global audio platform, these kinds of disputes will be inevitable.” More

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    Joe Rogan Apologizes for ‘Shameful’ Past Use of Racial Slur

    His apology came as listeners said that as many as 70 episodes of “The Joe Rogan Experience” podcast had been quietly taken off Spotify; the company has yet to comment on the reported removals.As pressure has intensified on Spotify and its star podcaster Joe Rogan, listeners reported that the company had quietly removed dozens of episodes of his show, while Rogan apologized early Saturday for his use of a racial slur in past episodes.In an Instagram video, Rogan — whose talk show, “The Joe Rogan Experience,” is Spotify’s most popular podcast, and has been available there exclusively for more than a year — addressed what he called “the most regretful and shameful thing that I’ve ever had to talk about publicly.” A compilation video showed Rogan using the slur numerous times in past episodes of his show; it had been shared by the singer India.Arie, who has removed her catalog from Spotify in protest of what she called Rogan’s “language around race.”Rogan said the compilation was drawn from “12 years of conversations” on his show, and that it looked “horrible, even to me.” The clips, he said, had been taken out of context, which he said included discussions about how it had been used by comedians like Richard Pryor and Redd Foxx, who were Black, and Lenny Bruce, who was white.When posting the clip compilation, Arie said that Rogan “shouldn’t even be uttering the word. Don’t say it, under any context.” In his video, Rogan said that he had come to agree with that view. “It’s not my word to use,” he said. “I’m well aware of that now.” He added that he had not spoken the slur “in years.”This week, Arie joined a small but influential boycott of Spotify led by the musicians Neil Young and Joni Mitchell, who cited complaints by health professionals that guests on Rogan’s show had spread misinformation about the coronavirus.In his latest video, Rogan also discussed a clip from another podcast episode, which he said he had deleted, in which he described seeing “Planet of the Apes” at a theater in a Black neighborhood in Philadelphia. “I was trying to make the story entertaining and I said it was like we got out and we were in Africa. It’s like we were in ‘Planet of the Apes,’” he said, adding that it was an “idiotic” thing to say that “looks terrible even in context.”Listeners noticed that as many as 70 episodes of “The Joe Rogan Experience” had been quietly removed in recent days by Spotify. Neither Rogan nor Spotify has given an explanation, and representatives of the company did not immediately respond to a request for comment on Saturday. Commenters on Reddit speculated that some of the missing episodes may have contained the slur, although that was unclear.Understand the Joe Rogan-Spotify ControversyCard 1 of 5A brash personality. More