Spotify rolls out first branded podcast

Spotify has embarked on several experiments in podcasting, and it is still finding ways to explore. The latest move is the first branded podcast for the streaming service. Spotify teamed with New Amsterdam Vodka for a show called Ebb & Flow hosted by Jasmine Solano, a DJ, music influencer, and ambassador for the liquor brand. Solano will engage hip-hop and R&B artists such as GASHI and Bryce Vine in conversations about the music industry. The close of each episode will include drink recipes centered on New Amsterdam.

“Just as we do with music, we see podcast as another avenue to connect our advertising partners with audiences and, through our deep understanding of our users, help brands show up in the right way,” said Rob Walker, global director of creative solutions for Spotify.

“We chose to do a branded podcast less because of the format and more because of the opportunity with Spotify,” Michael Sachs, director of marketing for New Amsterdam Spirits, said. “When discussing ways to work together, we wanted to be sure that we were supporting the latest and greatest that Spotify has to offer.”