Higher Ground — the production company created by Barack and Michelle Obama — has reached a deal with podcast platform Acast.
The company will handle advertising sales and distribution for the Obamas podcast portfolio. Current shows produced by the former President’s company include The Big Hit Show with Alex Pappademas, Renegades: Born in the USA with President Obama and Bruce Springsteen, and The Sum of Us with Heather McGhee.
The new deal with Acast is completely separate from Higher Ground’s current contract with Audible. Michelle Obama: The Light Podcast began releasing episodes in March, and has a two-week exclusivity on the Audible platform before being distributed to other podcast outlets.
Previously, the Obamas had a deal with Spotify. That contract was signed in 2019 and ended in 2022 with the two sides failing to come to an extension.
“We’ve been deeply impressed by the creativity and innovation of the Acast team,” head of audio for Higher Ground Dan Fierman said in a statement. “We are excited to work with their team to bring our growing slate of audio content to existing fans and new audiences.”
“Higher Ground continues to deliver among the most engaging and high-caliber audio content in the industry, and we look forward to teaming up with them to make vital storytelling available to communities all over the globe,” said Acast CEO Ross Adams. “This relationship marks an exciting new chapter not only for Acast but for the audio industry at large, as we work hand-in-hand to make the world a more connected place.”
