Kardashian Factor Inflates Spotify Stock High

Think back to February 2018, when a single tweet from Kylie Jenner panning Snapchat’s redesign managed to. Look down on this tawdry family circus if you must, but do not question their considerable influence.

It’s hard not to read this increase as an overreaction that incorrectly values what these deals mean for Spotify, particularly the Kardashian one, which got its own pre-announcement showcase inSpotify deserves a lot of credit for the aggressiveness with which it has pursued the podcast space over the past year, inking a range of deals that very well could see the company take over the dominant position in this market from Apple, which may come to regret not having taken its Scandinavian rival...

But the Spotify podcast, which Kim Kardashian will co-host and co-produce, is concerned with prison reform. It’s an off-brand extension of the more tabloid and titillating themes she has made a name for herself on from Instagram to the E! cable channel. The notion that she is going to bring even a fraction of her following to this kind of podcast is highly questionable.

If Spotify evolves into the podcast powerhouse it’s aiming to be, don’t be surprised if the Kardashian deal ends up a footnote compared to infinitely more important moves CEO Daniel Ek has made to lock up original audio content, from landing the exclusive services of Joe Rogan to the acquisition of production companies including Gimlet and The Ringer.

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