Spotify Greenroom: The Battle Over Audio Heats Up

Battle Over Audio Heats Up

Last week AMA DFW joined forces with AMA Boston for a Twitter Spaces marketing chat that engaged marketers from across the globe. All the speakers agreed that the audio format provides a welcome way to connect more personally than retweets and replies, especially as we all emerge from the pandemic hungry for human contact. It’s no accident, then, that one of the hot topics of the night included the launch of Spotify Greenroom, a social audio offering looking to take on rivals like Clubhouse, Facebook Live Audio Rooms and, of course, Twitter Spaces.

Battle Over Audio Heats UpGiven the lively discussion over live conversational apps, we thought we here at the chapter should curate some additional insights to help break down this topic in greater detail.

Here’s a quick look at what the industry had to say about what Spotify Greenroom is, what it means and where audio apps are headed.

  • TechCrunch: “Perhaps most importantly is that the live audio sessions are being recorded by Spotify itself. The company says this is for moderation purposes, which is a challenge for live audio platforms. If a user reports something in a Greenroom audio room, Spotify can go back to look into the matter, to determine what sort of actions may need to be taken. Moderation is an area Clubhouse has struggled with, as its users have sometimes encountered toxicity and abuse in the app in real time, including in troubling areas like racism and misogyny.”
  • Search Engine Journal: “Another unique feature is a live text chat that users can participate in while listening to others speak. This is similar to streams on YouTube and Twitch, where users can chat amongst each other while watching the live video feed.”
  • The Verge: “Every tech company now seems to be interested in social audio, a thing that didn’t widely exist until March 2020, when Clubhouse launched. Since then, Twitter has launched Spaces, Facebook hosted its first Live Rooms, and other companies, like Slack, LinkedIn, Reddit, and Discord have started building similar products. Spotify might have the best chance of making social audio a real part of its business, simply because audio is already its full-time thing. But getting people to join an app live and spend time in it is a difficult sell, and one that’ll require top-tier programming, especially as it competes with all the other apps out there.”
  • TNW: In addition to the redesigned app, the company is also launching a creator’s fund for monetization. For now, Spotify has just provided a registration link for creators up and no other details. Last month, Clubhouse launched 50 funded shows on its platform with each creator getting around $5,000 a month, recording gear, and creative support.

Interested in learning more about hot marketing topics like this? Check out our upcoming AMA DFW events!

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