Spotify Partners with Gimlet Media to Take on Apple

The No. 1 paid music streaming service has agreed to promote podcasts in its app and via ads on buses. In return, the hosts of “Reply All,” “Pod Save America” and “The Bill Simmons Podcast” agreed to talk up Spotify on social media and during their shows, which cover topics ranging from internet subculture and politics to sports. “The potential for Spotify is to introduce this caliber of storytelling to a much larger audience, who are already in a listening mindset. I see a growing effort to make podcasts more accessible on the platform. And they’re making progress.” –Matt Lieber, co-founder and president of Gimlet Media.  Read the piece on BloombergTechnology.