Joe Rogan Isn't Spotify's Biggest Problem. It's Having an Identity Crisis

The audio brand is shakily trying to bridge the divide between music and being seen as a publisher

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Although most headlines appear to suggest Spotify’s biggest issue is whether or not to drop The Joe Rogan Experience podcast series, the bigger problem for the audio brand is that it has crossed a divide into publishing.

Spotify has found itself in the same gray area of other platform giants-turned-media companies like Facebook and YouTube. The launch of its formal podcast operation in July 2020 marked Spotify’s transition from a place to listen to music into a publisher.



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