Allahbadia, also known as BeerBiceps, is India’s first independent creator in the country to land an exclusive deal with Spotify. While the terms of the deal have not been disclosed, it covers only the audio versions of his podcasts. The video versions of the podcast will continue to be available through Allahbadia’s YouTube channel, although they will be released after a 48-hour window, the company told ETtech.
This move comes as Spotify faces intense competition from rivals such as YouTube Music, Amazon Prime Music, Apple Music, Times Internet’s Gaana*, Reliance Industries-owned JioSaavn, ByteDance’s Resso, and Hungama.
Globally, Spotify has signed similar deals with well-known personalities including Joe Rogan, Kim Kardashian West, Ava DuVernay, Prince Harry and Meghan Markle, former US president Barack Obama, Michelle Obama, and Addison Rae.
Launched in 2019, The Ranveer Show covers a range of topics, including career guidance, fitness tips, and lifestyle choices. It has hosted several global and Indian personalities, including Andre Agassi, Arnold Schwarzenegger, Saif Ali Khan, Sudha Murthy, AR Rahman, Abhishek Bachchan, Priyanka Chopra, Ronnie Screwvala, Brett Lee, and Glenn McGrath. The show has consistently been among the most popular podcasts on Spotify over the past year or so.
“We are always on the lookout for local content and creators that strike a chord with our listeners, and The Ranveer Show is one such podcast that’s proved its relevance time and again. We think it has the potential to find new listeners deeper in the Indian market, as well as among listeners in other Spotify markets,” said Amarjit Batra, managing director for India at Spotify.
Allahbadia, who is also the co-founder of digital media firm Monk Entertainment, said, “I feel like they are just the right partners to work with to take the podcast to the next level. Hopefully, this move will be a stepping stone for thousands of budding podcasters in the country too.”
Spotify has also signed exclusive deals with four more podcasts in India:
- A Hindi podcast by social entrepreneur Vivek Sharma called ‘God is not fair?’
- A storytelling podcast ‘Indian Noir’, which includes their flagship horror show ‘Fear FM’ and fiction thriller ‘His Night Begins’ by Nikesh Murali.
- A Tamil self-improvement and mental health podcast ‘Yours Positively’ by Poonghuzali Sundaram.
- 100 hours of catalogued content from Sameer Goswami, who narrates classic novels and stories by famous Indian authors in his podcasts.
With the country
emerging as a key growth area, the Swedish audio streaming service has been ramping up its local original podcast lineup and currently offers more than 30 local original podcasts for users in India. These include four original podcasts that Spotify debuted in April: Tamil talk show The RJ Balaji Podcast, Hindi comedy podcast Andar Ki Baat by Amit Tandon, psychological horror show Darr Ka Raaz with Dr. Phobia, and true crime series Crime Kahaniyan.
Spotify looks to grow its paid subscriber base in India
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