This past June 16th, Spotify formally launched Greenroom, a live audio app comparable in basic premise to the wildly popular Clubhouse platform. It is now available on iOS and Android and it marks Spotify’s first real attempt at creating a social media platform. Greenroom allows users to host live conversations about pretty much any topic and is, in fact, intended to be a direct competitor of Clubhouse, which has recently been valued at US$4 billion.
Spotify is not the first company to be inspired to venture into the field of social audio apps since the launch of Clubhouse early last year. Every tech company now seems to be interested in this movement — Twitter has launched Spaces, Facebook also hosted its first Live Rooms this past June, and other companies, like Slack, LinkedIn, Reddit, and Discord have also gone to the lab to create similar products. But Spotify might have an edge since audio is already its full-time business model.
Although Greenroom carries Spotify’s branding, it’s a separate app altogether. However, it will be used as a way for Spotify to continue building on the success of its podcasts. Spotify has also announced a creator fund in Greenroom, through which people on the app will be paid based on how popular their rooms are and their engagement in them. More announcements on this will be coming out over the summer.
With the addition of this creator fund, Spotify stated it is attempting to spark a new type of creator economy, in which anyone can become a creator and earn income from their work.
It is safe to say that apps like Clubhouse and Greenroom are changing the nature of social media. But the question is: where is this change taking us? Could we be witnessing an accelerated evolution in how we work as freelancers, network, and connect?