Today, Spotify’s live audio app, Greenroom, has formally launched on both iOS and Android. This marks Spotify’s first attempt at creating a social media platform. The application is a social audio app, very similar to the app, Clubhouse, which will allow users to have live conversations about sports, culture, and music.
Spotify is using today’s launch to encourage people to sign up for Greenroom and discover all the new app has to offer. The team will monitor the Greenroom app closely at first in order to potentially use its core functionality in Spotify later on. Greenroom was built on Locker Room, which Spotify acquired in March. Locker Room is a similar app but focuses on sports content. Since acquiring the app, Spotify has slightly altered its functionality to include more than just sports content. In addition, they changed the visuals and color scheme to be green and black like Spotify.
Greenroom users can sign up for the app using their Spotify login information: it is not required, however, to use the app. The initial signup will allow users to select their interests from a wide range of topics such as music and sports. Spotify has also announced a limited creator fund and will pay people based on how popular their rooms are and how much engagement they are receiving. Exclusive deals with creators are in the works now with announcements expected this summer.
Looking towards trends, many companies seem to be taking interest in social audio, which did not widely exist until a little over a year ago. Since the launch of social audio apps in March 2020, Twitter launched Spaces, Facebook hosted its first live rooms, and many other companies have built similar products. Spotify has a chance at making major strides with Greenroom since audio is already the core of their current business. I am interested to see how Spotify has programmed their app, how they will get users to join, and how they will get members to use their app over other apps that already exist.