Spotify partners with Puma for Who We Be Talks podcast

The current episode tells the real-world rags to riches tale of Mamadou Sakho

Spotify has partnered with sportswear brand Puma for the latest episode of its popular podcast which looks at street culture, Who We Be Talks.

The current episode tells the real-world rags to riches tale of Mamadou Sakho, a footballer who battled his way up from the backstreets of Paris to claim a place at Premier League side Crystal Palace.

In a statement, Spotify said: “DJ Semtex and Parris OH take a weekly look at all aspects of UK street culture – from the hottest artists through to the newest sneaker releases and youth issues.

“Season 2 of Who We Be Talks_ is getting bigger and better; from hip-hop to grime and everything in between, Who We Be TALKS_ lifts the curtain on the most exciting and innovative culture of our time. This is who we are. This is Who We Be.”

The second season of the popular weekly look at UK street culture contains over 60 episodes, each focusing on a different individual such as Idris Elba, Craig David and Kate Tempest.

The pairing follows a decision by Spotify to allow advertisers to target podcast listeners for the first time.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.