The audio based social media platform space blew up in the past couple of months. This is a space technically pioneered by Clubhouse. The app was so popular that other social media platforms paid attention. They wanted a piece of that pie as well. As a result, platform makers started looking into building their own platforms.
Spotify developed their own platform too for audio based social media platform. They developed Greenroom, a Clubhouse clone in one way but with Spotify’s official colours plastered over everything on the platform. It is, in its own rights, quite a successful experiment by Spotify and it is among the only platforms of its kind that is still in existence, or rather, frequently visited.
When they launched the platform though, it was launched as an app of its own. While you can use your regular Spotify account to get on to the platform and start having conversations with strangers about all sorts of topics, the app has no other correlation with the main Spotify app. We thought, perhaps Spotify Greenroom is meant to sit separately as a separate app since it does not offer any similar services to Spotify. Until now, that is.
Based on what has been spotted on Spotify’s beta app, Spotify will be integrating Greenroom or Greenroom similar functionality into the main app itself. The feature will be renamed to Spotify Live instead though. There are rumours as well that the update will be rolling out in the second quarter of 2022. Though this might mean that Greenroom itself might be taken down and moved to the new platform under Spotify’s app, it does not mean that its functions and contents will be removed.
It will fundamentally be the same as working with Greenroom, except that everything comes under one app now. While it does create a bigger, more complex app, it is a more sensible thing to do for Spotify. The platform within Spotify will allow content creators to organise and manage conversations on the app itself. Users can subscribe to content creators on the app itself and listen in on their LIVE conversations whenever their subscribed content creator creates the conversation room.
Source: Bloomberg
