Is Barack and Michelle Obama’s media empire Obamaganda?

Earlier this yr, Barack Obama grew to become the primary American president to launch a podcast. It was certain to occur eventually. Virtually each high-profile job today, starting from movie star to talk-show host, is now technically a stepping stone to society’s true highest rung: podcast host. However amongst eligible former presidents who may need first crossed the rubicon, Obama appears notably suited to it. Renegades: Born in the U.S.A.—the present he created with Bruce Springsteen, a form of ne plus extremely of father bait—hails from Greater Floor, the manufacturing firm the forty fourth president fashioned together with his spouse Michelle (who also has a podcast), to facilitate their inventive ambitions. The Springsteen collab joins a sturdy slate of different tasks in a burgeoning media empire that spans books, TV reveals, characteristic movies, dwell occasions (pre-COVID-19), and an upcoming stint internet hosting Saturday Night time Dwell. (That final half isn’t true, no less than so far as Quick Firm is aware of, however who wouldn’t imagine it?)

[Photo: Renegades: Born in the USA]

This yr has seen Greater Floor rework from what may need initially been written off as an arrogance manufacturing shingle—Netflix co-CEO Ted Sarandos was a giant supporter of the Obamas, and his spouse served as Ambassador to the Bahamas from 2009 to 2011—right into a quite lively content material creation hub. They launched one youngsters sequence within the spring, one other on July 4, and have yet one more scheduled for subsequent month. As well as, the Kevin Hart characteristic Fatherhood, acquired on the pageant circuit early this yr, bowed in June. No less than seven extra tasks have additionally been introduced not too long ago and are in growth.

Though most Hollywood producers comply with their style for materials or work inside an outlined style, there are just a few who’ve sought to create a distinct segment out of creating socially redeeming materials. Maybe one of the best recognized of those is Participant Media, which builds impression campaigns across the movies it makes, reminiscent of RBG and John Lewis: Good Bother. One other upstart manufacturing firm, One Neighborhood, which made Michael B. Jordan’s Simply Mercy, has positioned itself as “impression first,” utilizing its content material to amplify the change it desires to see on the earth.

What change does the President turned mogul—and his ascendant mega-influencer partner—wish to obtain with this torrent of tasks? Does the Obamas’ output add as much as extra than simply further tiles on the Netflix homepage?



At the start of his post-presidency period, Obama appeared to separate the distinction between his two speedy predecessors. Like Bush, he withdrew from the highlight—except for an eyebrow-raising kite-surfing trip on Richard Branson’s non-public island—and into writing his presidential memoir. Like Clinton, he took high-paid talking gigs, some of them to Wall Street firms, incomes as a lot as $400,000 a pop, and shoring up funds for his foundation.

Anybody interested by what he would do long-term, although, may solely speculate.

“I’m spending numerous time interested by a very powerful factor I may do for my subsequent job,” he advised a panel of young community organizers in April 2017. “[There are] all types of points that I care about and points I intend to work on. However the single most necessary factor I can do is assist in any approach [to] put together the subsequent era of management to take their very own crack at altering the world.”

This declaration is imprecise and constructive in a quintessentially Obama-esque approach. Quite a lot of issues might be described as “getting ready the subsequent era of management.” Lining up extra Wall Road speeches may technically qualify. To which model of preparation would the previous president dedicate himself as a civilian?

The reply arrived in Might 2018.

[Photo: The White House]

Simply two months after revealing a joint book deal with Penguin Random Home price $65 million, Barack and Michelle Obama announced their cope with Netflix. For an undisclosed sum, the previous first couple can be cultivating and shepherding scripted and unscripted sequence, documentaries, and characteristic movies. Though this would seem on its face an unconventional post-presidential profession pivot, with a reality-television host within the White Home ripping up the presidential playbook, maybe the post-presidential method of ranch retirement and occasional shuttle diplomacy deserved a shakeup, too.


People have at all times been interested by their presidents’ tastes, however nobody had fairly leaned into that little bit of voter relatability greater than Obama, with the president usually releasing summer reading lists and end-of-the-year playlists. Producing content material of his personal was theoretically a becoming follow-up mission for a presidency marked by mavenhood.

In each an early NYT scoop a few potential Netflix deal, and the eventual announcement confirming it, Michelle Obama and senior advisor Eric Schultz used an identical language to explain how the previous First Couple has “at all times believed within the energy of storytelling to encourage.”

All politicians depend on storytelling in a technique or one other, spinning yarns about themselves, their constituents, and your entire world. Obama, nevertheless, is uncommon amongst politicians in that he was already the writer of a memoir earlier than he ever held workplace—a literary one in addition, not simply the everyday boilerplate marketing campaign tome. Storytelling was key to his early success as a politician, and a lens by which to refract his worldview.

“I stand right here realizing that my story is a part of the bigger American story. That I owe a debt to all of those that got here earlier than me. And that in no different nation on Earth is my story even attainable,” he famously said on the 2004 Democratic Nationwide Conference.

However how would he and Michelle use the ability of storytelling to encourage folks within the Trump period?

Greater Forehead

The one trace anybody had about what to anticipate from the Obamas’ output at that time is their manufacturing firm, Greater Floor, which name-checks a universally beloved Stevie Wonder track and nods to Michelle Obama’s most famous quote. It might be one other yr earlier than Netflix revealed something additional.

In late April, 2019 the streaming service announced an preliminary set of choices. These included: American Manufacturing facility, a blunt have a look at the incompatibility of a globalized economic system; Waffles + Mochi, a children’s show about the virtues of eating healthily, that includes puppets, celebrities, and sometimes Michelle Obama; and Bloom, a class-focused drama set within the vogue world of post-WWII New York Metropolis. It appeared as if Greater Floor’s materials would provide perception into the challenges dealing with People, additional plumb the Obamas’ private pursuits, and present some high-brow enjoyable as effectively. Primarily, it could be a line drive proper down the center.

The rollout of those tasks thus far has been marked by a type of frictionless effectivity unusual to authorities issues. American Manufacturing facility won the Best Documentary Oscar in 2020, blasting a status gloss over your entire enterprise. Michelle Obama continued her transformation right into a trusted guru of social-consciousness, launching The Michelle Obama Podcast on Spotify and adapting her bestselling memoir, Turning into, right into a Netflix particular. Greater Floor additionally started buying extra options at movie festivals, together with Hart’s Fatherhood, and the forthcoming Worth, a patriotic tear-jerker in regards to the 9/11 Victims Fund starring Michael Keaton. The corporate’s slate of originals is quickly increasing as effectively, and now features a sequence of love stories about Black teenagers, a characteristic adaptation of the Pakistani-penned bestseller Exit West, and a youngsters present applying the Doc McStuffins formula to scientists.

A few of these tasks are precisely what you’d count on. We The People, a Schoolhouse Rock replace launched earlier this summer time, and which I needn’t even point out options Lin-Manuel Miranda, is extra on-the-nose than rhinoplasty. Civic-minded kumbaya for youths. In a single episode, a younger girl registering voters is barely intimidated by a younger man decked out in hip-hop regalia . . . just for him to smile, revealing bejeweled gold fronts that learn “I voted.”

A number of the upcoming tasks are head-scratchers. The G-Word, a free adaptation of Michael Lewis’ The Fifth Threat, induced a stir in 2020 when Insider incorrectly characterized it as “a Netflix comedy sequence in regards to the ‘chaos’ that occurred when Trump got here into energy.” This description had the Obamas taking a momentary break from going excessive, to fireplace again at their chief antagonist. It didn’t seem to be a very smart transfer, and positively not a obligatory one, but it surely was no less than an fascinating course for the pair to go in. The show’s actual logline—a component documentary, half sketch-comedy have a look at how authorities actually works, hosted by Adam Ruins Every thing creator Adam Conover—seems like a joke premise Ben Shapiro may recommend when speaking about what liberals watch on TV.

The Model referred to as Obama

Essentially the most consultant mission in Greater Floor’s repertoire might be Neglected, an anthology sequence analyzing a number of the extra unimaginable lives left out of the obituary section of the New York Times through the years. If there’s a unifying theme to the Obamas’ itinerary general, it’s an emphasis on drawing consideration to lives and views too usually unnoticed of the American leisure panorama: devoted single Black fathers, refugees, disabled athletes, and America’s indigenous population. Getting these sorts of tales into the televisual bloodstream is a noble trigger. Most of them, nevertheless, don’t scan as hidden gems discovered within the tough however quite clearly worthy tasks that might have discovered properties anyway. Why do they want a Presidential Seal of Approval, if not for that?


Maybe the Obamas are simply voracious shoppers of content material in addition to canny curators, who discover being on the availability facet “a extra palatable strategy to make cash than the paid-speech circuit,” as the previous president reportedly said. The pair has loads of different methods to generate income, in fact—albeit largely in different elements of the media enterprise. They will parlay a e-book into an arena tour, a podcast into a book, and a e-book into a Young Adult version of itself. However branching out into movie and tv manufacturing is just not solely profitable, it’s additionally maybe one thing in between fulfilling job and brand-burnishing train. It’s an opportunity to program an official Obama summer time watchlist completely from scratch.

This collaboration has been rigorously packaged, nevertheless, as a matter of function; a mission to encourage by storytelling. In actuality, it’s extra like a holistic, worldview-signifying imprimatur. Any loftier framing than that’s only a testomony to the ability the Obamas’ storytelling has to encourage themselves.