Meghan Markle’s Spotify deal will not be renewed for another series, as The Duke and Duchess of Sussex’s £18 million deal has come to an end, and they “part ways” with the streaming platform. It was one of the first deals the couple signed, shortly after leaving the Royal Family in 2020. A PR expert has claimed it is because Meghan “let her celebrity status overshadow what she’s really trying to achieve”.
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Speaking Exclusively to The Mirror, PR Expert, Hayley Smith from Be Yellow expanded on the fatal error by the Duchess: “It can’t just be about churning out content and relying on her celebrity. Listeners want more than to listen to podcasts. They want to learn, to be inspired, and to be called to action.”
The 12-episode series, Archetypes, saw Meghan Markle chat to her celebrity friends from tennis icon Serena Williams to Bollywood star Deepika Padukone and socialite, Paris Hilton.
Ms Smith admits she saw the “brand boom” in the beginning but people and companies took interest because it was “trending” and they could “make money” and “market its success”.
The PR Guru explained how over time, brand commitment and interest dwindles.
She added: “Spotify saw the initial potential in Meghan Markle and her podcast, and it was part of a multiyear exclusive deal. And at first, it delivered with record high streams and seemingly great content. But the deal transpired into a low output of content with only one season and a holiday special.”
Ms Smith believes Harry and Meghan did not meet the productivity requirements initially agreed with Spotify. Touching on whether or not there is a future for Meghan’s Archetypes podcast, Hayley urged that Meghan will “need to think deeper about the content she is outputting”, adding that competition is “steep” and how “high numbers and streams are no longer enough”.
She thinks what is needed in a successful podcast is the need for listeners to feel they are “best friends” with podcasters and that there is a real connection there.
The Be Yellow expert also explained in a sea of female-led podcasts the one thing they have in common is connection and in-depth conversations.
The expert concluded with advice for the Duchess: “Meghan needs to focus on developing the podcast as a singular entity and away from the partnerships and multimillion brand deals, and form a connection and friendship with her audience.”
She suggested to help women “level up” she should step away from Spotify and Netflix deals and bring on smaller female-led businesses, and platforms as sponsors and collaborators.
Meghan and Harry signed the Spotify deal in December 2020, following their departure from their royal duties.