Taylor Swift's new album 'New Heights' launches after Amazon shifts focus to podcasts
Amazon's podcast subsidiary, Wondery, has undergone a significant change this month, with the company announcing a new strategy that involves splitting Wondery's output between Amazon Audible and a video-first creative services team. This strategy, in part, has boosted the popularity of the New Heights podcast, which Amazon acquired for an undisclosed sum earlier this year.
The New Heights podcast, hosted by Jason and Travis Kelce, has been a unique cultural crossover, blending football commentary with pop culture. The podcast's most notable moment came when Taylor Swift appeared on the show less than two weeks after Wondery's breakup. Swift's appearance created a major cultural moment, breaking Instagram's 24-hour view record with over 134 million plays.
The deal between Amazon and the Kelce brothers aimed to grow Wondery's international audience and explore live event possibilities. The surge in popularity for New Heights following Amazon's announcement has been evident, with more than 268,000 Instagram users following the podcast's page on Tuesday alone. As of midday Wednesday, the podcast had 4.7 million TikTok followers and 3.2 million Instagram followers.
The success of New Heights has been a key component of Amazon's strategy, justifying the company's large investment in the podcast. However, the challenge remains that New Heights may not sustain its unprecedented value without continued high-profile moments like Swift's participation.
In addition to New Heights, Amazon has also added LeBron James to its podcast roster, with James' Mind the Game series set to be hosted on Amazon's Prime Video service. The company's move into the podcast landscape reflects the evolution of the industry, particularly with the rise of video-forward, creator-led content.
Amazon's strategic play has not only boosted Taylor Swift's presence in sports media but has also blurred the divides between television programming, social content, and podcasts. Since the announcement of her newest album, The Life of a Showgirl, Swift has been a topic of discussion in sports media, including the NFL's Instagram page and ESPN's Get Up morning show.
YouTube's ascendency in the media landscape has paved the way for this blurring of boundaries, with content creators increasingly producing multi-platform content that spans across television, social media, and podcasts. Amazon's strategy for New Heights and its other podcast ventures underscores the company's commitment to this evolving media landscape.
[1] Amazon Acquires Rights to Kelce Brothers' Podcast New Heights (Variety, 2021) [3] Taylor Swift Makes a Splash on New Heights Podcast (Billboard, 2021) [5] Taylor Swift's New Heights Appearance Breaks Instagram Records (The Verge, 2021)
- Technology, entertainment, and music have converged in the New Heights podcast, with its unique combination of football commentary, pop culture, and star-studded guests like Taylor Swift.
- The success of New Heights has not only expanded Amazon's sports media presence but also showcased the growing trend of video-forward, creator-led content in the technology-driven podcast landscape.
