Spotify challenges Clubhouse
Spotify has constantly iterating and innovating the future formats of audio in order to enable creators and their fans to connect in new ways. So in March, when they announced the acquisition of Betty Labs, the creators of Locker Room, they marked the addition of live audio as part of the Spotify ecosystem. This move provides yet another opportunity for creators of all types to connect with their fans more deeply and meaningfully.
Since bringing the Locker Room app into the fold, they’ve been working to expand its capabilities, with the goal of creating a live audio experience that will delight creators and listeners everywhere. And they wanted to do it with a Spotify twist that operated as an extension of the app already loved by 356 million listeners. That’s why Spotify renamed it “Spotify Greenroom,” as the Founder and CEO, Daniel Ek, announced in an episode of the Spotify: For the Record podcast.
Today, Spotify is making Spotify Greenroom available for the first time in its new form, available on iOS and Android in over 135 markets around the world. They’re building Greenroom with the creators and artists in mind who make Spotify great, optimizing for interactivity and deep connections between participants in live rooms. The app, rolling out today, includes:
- New app branding (aka Greenroom) and a new overall look and feel
- The ability for any user to host or participate in live rooms
- A way to join Greenroom using your Spotify log-in info
- A new onboarding experience that puts users’ interests front and center
- Recording capabilities so you can complement your on-demand content with live conversations
- Chat controls to ensure the best possible experience
- Join a group
- Search for upcoming rooms
- Join a room
- And even create a room.
The Greenroom offering will continue to evolve as Spotify learn more about what creators and listeners want from their live audio experience. They’ll also bring exciting new programming to the platform spanning music, culture, and entertainment topics in addition to the sports content Locker Room has been known for.
And in the interest of making Greenroom the premier creator-friendly live audio platform, Spotify will also be launching a Spotify Creator Fund, which will help live audio creators monetize their work. Anyone who is interested can sign up to find out more about participation when the Creator Fund opens later this summer.
Spotify believe that they have an opportunity not only to enable live broadcasts, but to aid discovery, drive consumption, and accelerate growth of the live category overall. Today’s app unveiling is an opportunity to begin laying the foundation for the exciting roster of content and capabilities Spotify has in store in their venture into live audio.
Stay tuned for more information, including new content programming and product features later this summer.
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