In February 2022, Spotify Technology SA (Spotify), a global music and podcast enterprise headquartered in Sweden, reached an inflection point. Six weeks prior, the company had uploaded a routine podcast by Joe Rogan, one of its celebrity content creators. During that podcast, a virologist Rogan had invited to the show made controversial remarks on the way policy-makers worldwide had been handling the ongoing COVID-19 crisis. The virologist also made medically false statements about COVID-19 vaccines. Outrage from the scientific community followed in the form of an open letter, with multiple battlefronts quickly unfolding thereafter. How would Spotify deal with the situation in the immediate term and plan a strategy for the long term? Could Spotify convert the crisis into an opportunity?

In February 2022, Spotify Technology SA (Spotify), a global music and podcast enterprise headquartered in Sweden, reached an inflection point. Six weeks prior, the company had uploaded a routine podcast by Joe Rogan, one of its celebrity content creators. During that podcast, a virologist Rogan had invited to the show made controversial remarks on the way policy-makers worldwide had been handling the ongoing COVID-19 crisis. The virologist also made medically false statements about COVID-19 vaccines. Outrage from the scientific community followed in the form of an open letter, with multiple battlefronts quickly unfolding thereafter. How would Spotify deal with the situation in the immediate term and plan a strategy for the long term? Could Spotify convert the crisis into an opportunity?