Joe Rogan, Kim Kardashian West, Michelle Obama… and now Addison Rae. Spotify’s lineup of podcast exclusives continues to swell, with Rae the latest to join its roster.
She’s currently the second most popular star on TikTok with 51.4 million followers – behind only Charli D’Amelio’s 72.6 million – and now she has a deal with Spotify’s Parcast subsidiary for podcast Mama Knows Best.
It’s a collaboration with her mother Sheri Nicole, and will be exclusive to Spotify, with the first episode already available, and more to follow on a weekly basis. Terms of the deal haven’t been made public at this point.
TikTok stars launching podcasts with family members may well be A Thing in 2020: in May D’Amelio announced plans for a weekly podcast with her sister Dixie, in partnership with production company Ramble.
As influencers continue to explore every platform possible to avoid being a one-app pony, there’ll be more opportunities for companies like Spotify to swoop in with exclusive podcast deals – and in the process, make their services that bit more sticky for young listeners.