Watch out, Clubhouse and Twitter Spaces!
After expanding their reach into new markets in February, Spotify has delved into the booming audio-only social media industry with the "Greenroom" app, the Swedish streaming giants' answer to Clubhouse.
Clubhouse rose to prominence during the heat of the pandemic, providing a platform for people, young and old, to hold discussions while stuck in their houses because of lockdown orders. The popularity of the app showed that there was a new market for conversations. However, while Clubhouse's main appeal was its invitation-only format, it quickly created inclusion problems. Several demographics, especially Android users, were excluded from accessing the app and the conversations held there. In order to one-up the competition and attract these outcasts, Twitter responded earlier with the introduction of "Spaces", and now Spotify has Greenroom.
Greenroom is an improved version of "Locker Room", a live audio chat app by Betty Labs that Spotify acquired in March. As experts in the audio business, Spotify has added a few exciting features to take its product to the next level. According to Spotify founder Daniel Elk, "Since bringing the Locker Room app into the fold, we’ve been working to expanding its capabilities, with the goal of creating a live audio experience that will delight creators and listeners everywhere. And we wanted to do it with a Spotify twist that operated as an extension of the app already loved by (our) 356 million listeners. That’s why we renamed it 'Spotify Greenroom."
Aside from the primary offerings like hosting and joining live audio chat rooms, Greenroom enables hosts to record their sessions and convert them into podcast episodes. This is in line with Spotify's goal to make podcast experiences as varied and exciting as possible. In the future, Spotify aims to use its personalization technology to connect Greenroom users to content they would like to hear. For example, it could notify a user if a podcaster they follow on Spotify goes live on Greenroom.
Coated in a dark green theme similar to that of the streaming app, Greenroom is available to both iOS and Android users with no need for invitations.