The Greenroom Effect
On June 16, Spotify launched Greenroom, already ahead with 1000000+ downloads across iOS and Android, among other social audio apps. Greenroom, the social audio app from Spotify, allows users to host and participate in live discussions in virtual rooms and engage with artists and influencers of choice.
How to Download Greenroom?
Downloading the Greenroom app is simple. You get it through Apple App Store (iOS) or Google Play Store (Android). Existing Spotify users can use the same login credentials or create a new account. Unlike other social audio apps, you don’t need an invitation to launch the Greenroom social audio app on your phone and thereby launch yourself on Greenroom. It also has no bearing on premium membership.
How do I Optimize my Greenroom Presence?
On joining Greenroom, you are asked to signup with your original name so you can enjoy genuine connections. Then, at the bottom of the Home Page, you tap on Create Room to host your interest. Next, you invite others to join your Room or join groups created by others. To get the right recommendation, you can search for groups of people you’d like to follow. This way, you also learn if someone you followed or a group you have joined has something of interest.
What Happens Inside a Room?
Each Room has a host (the person who started the Room), speakers (the talk on a premediated topic or freewheel), and listeners (the audience) who also control who gets to speak and for how long. If you have something quick to pass on, the host can switch to the Discussions tab, the native chat function that can be turned on or off. If you have a question, you can raise your hand and wait for the host to approve. The discussions tab is pretty democratic, so anyone can message there as long as the host wants.
What are Gems?
On Spotify Greenroom social audio app, Gems is the regular engagement feature; you like what someone says, and you can double-tap on their profile icon to give them a Gem. So, if you are a speaker on the platform and you said something profound, you gather Gems that show up on your Profile icon. Later, the total gems collected show up on your Profile Account. So, appreciating someone with a double-tap doesn’t drain the Gems you have received. Also, you can’t withdraw a Gem.
When Spotify Hit it Off with Betty Labs
According to Spotify, on February 22, during Stream-On, it had a good exposure to interaction metrics and realized how a good investment could boost the creator economy on its platform. Audio being the future as people get busy and multitask, with Clubhouse and Spaces ruling the scene, Spotify spotted Betty Labs’s Locker Room social audio app for sports fans. In no time, they acquired the business to build on the ready live audio infrastructure a more diversified portfolio of users not limited to sports.
Ready Locker Room Infrastructure to Brand Polished Greenroom
It is interesting to note how Spotify didn’t create a new live audio infrastructure to compete with Clubhouse. It didn’t want to go through all the challenges in the lifecycle of product development. Developing a live audio infrastructure would have been time-consuming if not for the challenges because it would have required Spotify poach talent from Clubhouse. Also, at a pace that Clubhouse is becoming a planet, Spotify didn’t think it wise to do the originals. Here, Locker App, with a niche audience, was a senior to Clubhouse, but lack of marketing budget reduced it to the life of an underdog. Spotify spotted the mutual opportunity and joined the party.
Quoting the Happy Akumiah
“We are excited to join forces with Spotify and contribute to building the future of audio—we’ll invest more in our product, open the experience to Spotify’s audience, diversify our content offerings, and continue expanding the community we’ve built,” said Betty Labs Founder and CEO Howard Akumiah. “With Spotify, we’ll continue to offer the best home for sports fans and use the lessons we’ve learned along the way to create the ultimate destination for live conversation around music and culture.”
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