Following the rise of podcasts and the increasing use of voicenotes, it was only a matter of time before an audio-based social media platform would appear amongst our usual internet haunts.
Step in Clubhouse, an exclusive app where people communicate via audio across topic-specific chatrooms. Think your regular conference call, but with an audience, and where the people involved in-chat can be anyone from Elon Musk to your journo mate’s housemate’s boyfriend. And when the conversation is over, it’s not saved for future reference.
'the app is a goldmine for important cultural commentary around many music industry topics'
At the moment, it’s invite-only, but once you’re initiated you’re prompted to follow various topics and groups, and prompted to follow other as per any other social media site.
Who you follow effects which group chats you can access, as the best way to find a room is through someone you’re following being present in the conversation. Artists already using the app include Meek Mill, 21 Savage, Skrillex, Snoop Dogg, Paris Hilton, Venus X, Wiz Khalifa, and beyond. And though many haven’t been too active in their communities just yet, we did spot Paris laughing in a prank call room.
But what does the app mean for your artist?
Well, for starters, being seen as an insider is never a bad thing, but participating in these talks would help your artist to take control of their own narrative as well as building up their reputation as a positive voice for the music industry in general. Even as a manager, distributor, or marketer, the app is a goldmine for important cultural commentary around many music industry topics. It’s a great way for people across the entire music industry to communicate with each other and with those from other creative backgrounds.
The in-app audience may not sound like a target demographic, but there are currently 2 million active users and counting. Once your artist’s fanbase start to filter in, the app could be used as an important tool for community engagement, with more intimate conversations between your artist and their fanbase than ever before.
Your artist could start to host a regular slots specifically for their fans, using this unique space as a type of focus group where feedback can directly influence your campaign’s next steps.
If your artist doesn’t want this sort of involvement, even joining the occasional room to chat with friends other artists about anything from recent cultural moments to favourite snacks would still be an exciting way to get their audience’s attention. The audio makes the interactions between creator and viewer feel a lot more intimate than via text or pre-recorded, filtered content.
As Clubhouse is still in its early days, there’s a lot of speculation about what the future holds for the platform.
The team have recently promised to bring more voices onto the app, founding a creator fund to compensate those making an impact, improving the rankability feature that pushes the conversations not to be missed. Though Clubhouse is only currently available on iPhone, they’re notably also working on building a version for Android too.