With their multiplatform next act, the Obamas are putting a new spin on an old playbook
To a player like Donald Trump, deals that sweet had to be fishy: “Look at the Obama Book Deal,” he implored lawmakers this past September, “or the ridiculous Netflix deal.”
The Obamas are putting a new spin on an old playbook. Former first couples have been parlaying their White House credentials into lucrative next acts for decades, primarily through board seats, best sellers, and the public-speaking circuit.
The whole thing is an enormous bet on a sort of premium civic storytelling—an intersection of literary sensibilities and leftish, ameliorative politics. The Obamas, who declined to be interviewed, hired two veteran producers, Tonia Davis and Priya Swaminathan, to run the film and television part of the company, which is headquartered in West Hollywood. Dan Fierman, formerly of MTV News, recently came on board as head of audio.
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