As Spotify continues to aggressively carve out its space in the podcast industry, the streaming service launched its first-ever mixed media morning show, The Get Up, on Thursday (Oct. 22).
Similar to an FM radio morning show, The Get Up airs weekdays at 6 a.m. EST and alternates conversations about news and pop culture with wake-up tunes. Unlike radio, though, the music selections on The Get Up will be personalized for each user based on listening history.
The Get Up is produced by Gimlet Media, the narrative podcasting company that Spotify acquired last year, and hosted by Spotify head of cultural partnerships and in-house talent Xavier “X” Jernigan, pop culture journalist Speedy Morman and YouTuber Kat Lazo. The Spotify-exclusive show is available for both free and premium users in the U.S., and can be found under the Made for You and Driving hubs on Spotify.
“The Get Up is the best of both worlds: a fun and interesting convo that informs plus great music based on what you already listen to,” Jernigan said in a Spotify blog post detailing the new show.
The news builds on Spotify’s announcement earlier this month that artists and creators can now produce shows that merge talk segments with complete music tracks, with no additional music licensing necessary. Upon the announcement, Spotify debuted seven original podcasts utilizing the format, including 10 Songs That Made Me, which invites artists like T.I. to showcase songs that mark meaningful moments in their lives.
It’s the latest step in a growing podcast strategy at Spotify, which has by now invested more than $600 million in acquiring podcast networks like Gimlet and The Ringer. Earlier this week, Spotify also linked with Scooter Braun‘s Ithaca Holdings on a podcast development deal, the latest in a string of deals for podcasts with the likes of Kim Kardashian West and Joe Rogan.