Spotify Continues Podcasting Pivot by Hiring a New Copy Lead
Spotify, the world’s largest music streaming service, has announced hiring a new copy lead to oversee its podcasting brand voice and marketing strategy. The move comes as the company pivots its focus and resources towards podcasting, a fast-growing and lucrative segment of the audio industry. Spotify had invested heavily in podcasting since 2019, when it acquired several podcast studios and networks, including Gimlet Media, The Ringer, and Parcast. It also secured exclusive deals with popular podcasters such as Joe Rogan, Bill Simmons, and Alex Cooper.
According to Spotify, it now has over 2.6 million podcasts on its platform, and more than 25% of its monthly active users engage with podcasts.
However, Spotify’s podcasting ambitions have also faced some challenges and controversies. The company has reportedly struggled to monetize its podcast catalogue and generate a return on its investments. It has also faced backlash from some artists and listeners over its handling of controversial content, such as Joe Rogan’s misinformation about Covid-19 vaccines and treatments.
To address these issues and improve its podcasting performance, Spotify has changed and adjusted its podcasting division. In the past year, the company has laid off some of its podcast staff, cancelled some of its original shows, shut down its live audio app Greenroom, and reorganized its leadership team. It has also introduced new features and tools for podcast creators and listeners, such as paid subscriptions, live audio sessions, video podcasts, and interactive polls.
As part of this ongoing pivot, Spotify seeks a new copy lead to join its podcast team.
According to a LinkedIn job posting, the copy lead will be responsible for “assuming ownership of the Spotify for Podcasters brand voice and guiding its execution.” The copy lead will also “take the lead in creating front-facing marketing collateral” and “build, maintain, and continually develop verbal communication according to brand guidelines.”
The copy lead will also work closely with other teams within Spotify, such as product design, engineering, research, analytics, and legal. The ideal candidate will have at least five years of experience in copywriting or content marketing, preferably in the podcasting or audio industry. The remote position offers a salary range of $116,455 to $166,364 annually.
Spotify’s hiring a new copy lead signals its commitment to strengthening its podcasting brand identity and positioning. The company hopes that by having a clear and consistent voice across its podcasting platforms and channels, it can better engage with its existing and potential podcast audiences and differentiate itself from its competitors.
In a recent interview, Spotify’s chief content officer Dawn Ostroff said podcasting is “a huge opportunity” for Spotify and that the company is “just scratching the surface” of what it can do in this space. She also said that Spotify is “always looking for new ways to innovate” and “creating more value for our creators and listeners.”
Spotify’s stock price closed at $150.31 per share on Wednesday, up 0.5% from the previous day. The company has a market capitalization of $29.1 billion and has grown by 84% since the start of 2023.
