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SPOTIFY IS MAKING AUDIO WAVES BUT MAY HAVE A GEM PROBLEM
Not only launching Greenroom this week (Clubhouse clone), Spotify also bought Podz, a podcast discovery app. Not only showing that Spotify isn’t messing around in this space, but that they also get the space more than some competitors. When you unleash free audio rooms, there’s undoubtedly a lot of noise going to happen; cutting through that is key to keep the platform valuable and easy for people to navigate around. Buying Podz helps Spotify in this arena and shows intent for creators to build programs and promote them thanks to the promotional tools (similar to Headliner). Greenroom’s gems are a concern - the number of rooms created to increase gem numbers could backfire for Spotify, but TechCrunch suggests gems are likely a road to monetisation:
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Increasingly, the audio room space is forming groups, norms and experimenting. I observe a lot of delineation as organisation and brands find which is right for them. Twitter continues to have a built-in audience for many (hence I created Mouthwash for Twitter Spaces), while Spotify may excite the entertainment crowd from the off. Time will tell where this map will end up, but for now, at least, there’s room for all — even Clubhouse.
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__ DO __ Explore every platform and decide which are right for you. It’s not all gold out there, and Clubhouse may (as The Information said this week) be the next Foursquare. // __ DON'T __ Think everyone can host a room - literally and figurately. It’s a skill and a privilege (some platforms require you to have a certain number of followers before you can host a space).
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