Meghan Markle, 39, and Prince Harry, 36, abandoned their roles as senior royals in March and have since settled in the USA where they are carving out a life for themselves as private citizens. In accordance with the exit deal the couple agreed with Queen Elizabeth II, they are not meant to cash-in on their royal status going forward. Nonetheless, the language the couple use in a promo clip plugging their new Archewell Audio podcast, suggests they are “setting up their own ‘royal’ base in the US”, an expert has claimed.
Having already signed a multimillion-pound deal with Netflix in the summer, Meghan and Harry have now branched out into the world of podcasts and clinched an exclusive deal with streaming service Spotify.
The couple introduced their Archewell Audio podcast series to the world in a teaser clip on Spotify on Tuesday.
In the short promo, Meghan and Harry tease one another and use a deeply personal tone while explaining their new project.
The clip begins with Harry saying: “Shall we start? Ladies first?”
Meghan responds: “No, say it because I think it sounds really nice with your accent.”
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Judi claimed the Sussexes’ promo hints at their wish to break away from the House of Windsor and establish their own new royal brand.
The analyst told Express.co.uk: “The words used during this podcast teaser are crucial in terms of setting out the Sussex’s brand going forward.
“Not only has there been a conscious decision to create strong branding that is a world away from the Windsor brand, but that new brand appears to have a royal tone of its own, suggesting Harry and Meghan are setting up their own ‘royal’ base in the US, albeit one that fits their ideal of how status and power should be used to ‘make the world a better place’ as Harry would put it.”
Touching on the Archewell audio logo which features an autograph-style signature that appears to be in Meghan’s hand, Judi claimed the couple are mimicking celebrity techniques.
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Judi said: “The ‘Archewell’ logo, with its signature ‘autograph’ style, looks as emphatic as the kind of branding technique that US celebrities have used over the decades.”
She added: “It is the kind of thing that is traditionally used on merchandising once a show has been launched, suggesting the couple see this podcast as something to promote their profiles even further.
“The question that is partly answered in this podcast is where they see their brand having the most influence and the wordings they use here might give a hint to those intentions.”
Judi suggests Meghan and Harry seek to establish themselves as reality stars by employing very personal language in the podcast promo.
She said: “Firstly there is the all-out celebrity chunk with their initial, verbal ‘selfie’.
“This is the verbal ‘glimpse’ we are given of the couple appearing to chat together naturally and spontaneously at the start.
“This has deliberately been chosen as a reveal and suggests that, like most reality stars, they are now more relaxed about throwing in some insights into their more private life, as long as those insights are controlled by them and very on-brand.”
According to Judi, Meghan and Harry break away from traditional royal modes of communication by employing more “intimate” language.
The expert said: “This ‘reality’ moment breaks the traditional royal mode.
“Did we ever hear intimate ‘moments of discussion between the Queen and Philip or even Kate and William?”
She added: “It is the real, money-spinning and rather a clever tease of a podcast trailer that is otherwise light on specifics of names or content.”
Judi claims the couple want to give fans a sense of the “real” Harry and Meghan.
She said: “It lets the fans know that they can turn in to hear the ‘real’ Harry and Meghan, which in this clip sounds flirty and upbeat.
“They are choosing to approach their audience as friends and that is emphasized in the next chunk.”
According to Judi, Harry seeks to come across as modest while Meghan embraces celebrity mannerisms.
The expert said: “Harry’s ‘Hi guys, I’m Harry.’ Is deliberately modest.
“The ‘hi’ and the ‘guys’ suggests his audience are friends already and the wording also hints they are keen to aim their podcasts at a younger audience.”
Judi added: “Meghan is also keen to promote two-way conversations rather than interviews, in a more celebrity manner.
“She talks about being ‘reminded of a story about yourself’ and this suggests their guests will be springboards for them to talk about their own experiences and emotions.
“This is echoed in the phrase ‘find our common ground’ that shows we will be hearing as much from Harry and Meghan as their guests.”
According to Judi, Meghan seems to borrow from rhetoric typical of royal addresses to convey the sense that she is US royalty.
Judi said: “Meghan’s words are also much more formal during her intro though, borrowing the style of royal addresses or even the winning words of a presidential-style message.
“Her ‘My husband and I…’ is in strict contrast to Harry’s informal ‘Hi guys, I’m Harry’ and it mimics the wording the Queen has always used.
“Her subsequent words about always ‘talking about our passion for meeting people’ sounds similar to empathetic and engaging style Michelle Obama used to launch her own podcast recently.”
While Meghan uses royal rhetoric Harry employs “corporate speak”, Judi claims.
The expert said: “Harry’s version of the more high-status wording is the kind of corporate-speak we’ve heard him use a lot recently.
“He calls their podcast a ‘project’ and when he uses summary words: ‘That’s what this project is all about’ he delivers non-specifics about ‘different perspectives’ and ‘connecting through endless acts of kindness’.
“So far then, we are being told that the couple are keen to deliver in terms of insights about themselves and hints about their more private, loving and flirty relationship together, plus what will probably be some headline-hitting stories about their own experiences, prompted by the stories of their guests.
“The words ‘compassion’, ‘passion’ and ‘kindness’ nail their overall, ongoing tone.”