How to Create a Serial Episode

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Lex: It's a little bit like the Spotify adding podcast to a musical. Like we have this audience that is like traditionally very tech focused. And now we're like, well, okay, if we bring something else into it, is that going to expand it? Yeah. But I will say, unlike Spotify, which you can aggregate a bunch of different audiences and then let them choose their own adventure on a really broad platform. We create these serial episodes. If we went on a bender and did eight, then like we're under serving a lot of our other niches.

We sit down with Spotify CEO Daniel Ek live in Stockholm at Spotify’s amazing HQ studio (check out the video version of this episode — which plays natively on Spotify!). This was an incredibly special and timely conversation: for those who haven’t been paying attention over the past few years, after revolutionizing music Spotify has now ALSO completely transformed our own industry in podcasting. Starting from way behind with ~zero market share in 2018, Spotify has now aggregated the listener market and amazingly surpassed Apple as the world’s largest podcast platform — including close to home with the Acquired audience, where it has 60%+ market share among you all!

We discuss the origins of this “second act” strategy with Daniel, the vision to move from a music company to an audio company, and what’s coming next with Spotify’s entry into Audiobooks. And of course we relive some key moments from the Acquired canon that Daniel was involved in, including his pivotal conversations with Taylor Swift and her team convincing her to come back to streaming following the release of 1984. Tune in!

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