Spotify CEO Opens Up on Duke and Duchess of Sussex’s Audio Deal

The Duke and Duchess of Sussex’s foray into content creation has yielded mixed results, and now, Daniel Ek, the CEO of Spotify, has shared insights into the decision not to renew their contract with Archewell Audio, the couple’s audio production company. The partnership had been focused on producing audio series. Earlier this year, they announced the conclusion of their £18 million deal.

Speaking to BBC technology editor Zoe Kleinman, the Swedish tech billionaire addressed the value of the multimillion-pound deal. “We believed that new innovation was necessary… We thought we could provide a great experience that pleases consumers and opens new avenues for creators. The reality is that some aspects worked, while others didn’t. We’re learning from those experiences, moving forward, and wishing the best for those we didn’t renew with.”

The Spotify journey had its ups and downs. In 2020, the couple signed a podcast deal with Spotify to create and host content for the platform. Under Archewell Audio, their mission was to “amplify diverse perspectives and voices.” 

One of their series, “Archetypes,” featured interviews hosted by the Duchess with celebrities like Serena Williams and Mariah Carey. However, only 12 episodes were produced between June and November 2022, receiving mixed reviews, with The Independent criticizing it as “self-absorbed feminism.” Despite this, the show won the People’s Choice Award for Pop Podcast of 2022.

While their Spotify venture faced challenges, the Duke and Duchess remain committed to creating content for Netflix. Their documentary series “Hearts of Invictus,” focused on the Duke’s charity sports event, garnered a more positive response upon its recent Netflix debut. The Times praised it as showcasing “humanity at its best and most resilient.”