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Why Clubhouse Could Be the Next Big Thing in Audio
It’s paying people to be interesting online
By Sascha Brodsky Sascha Brodsky Senior Tech Reporter Macalester College Columbia University Sascha Brodsky is a freelance journalist based in New York City. His writing has appeared in The Atlantic, the Guardian, the Los Angeles Times and many other publications. lifewire's editorial guidelines Updated on March 18, 2021 07:22PM EDT Fact checked by Rich Scherr Fact checked by Rich Scherr University of Maryland Baltimore County Rich Scherr is a seasoned technology and financial journalist who spent nearly two decades as the editor of Potomac and Bay Area Tech Wire. lifewire's fact checking process Tweet Share Email Tweet Share Email Software & Apps Mobile Phones Internet & Security Computers & Tablets Smart Life Home Theater & Entertainment Software & Apps Social Media Streaming Gaming Key Takeaways
Clubhouse, the audio-only networking app, is paying creators to build its audience.Observers say the new program could be a way for Clubhouse to take on the audience for podcasts.Users are flocking to Clubhouse because it offers a window to a broader world, observers say. Luis Alvarez / Getty Images The popular audio-only social networking app Clubhouse may be making a move on podcasts. Clubhouse announced it would pay a select group of "creators" to help it build its audience. Dubbed Creator First, the program is aimed at assisting the content producers in monetizing their efforts. Experts say the move seems to be an effort to start a rival to traditional broadcasting companies and podcasts. "The new Creator First program is a great way to get some fresh voices to create live audio content on Clubhouse," Scott Kirsner, CEO and co-founder of Innovation Leader, a network for business transformation, said in an email interview. "But it's going to be a while before Rachel Maddow or Howard Stern have to worry about being dethroned by a Clubhouse show with a massive audience." Join the Club
Clubhouse is an iPhone-only voice-chatting app that lets users host and join different conversations. When you open the app, you see a list of "rooms" you can join or you can create your own. Each room contains a different topic, often hosted by an expert. The appeal of Clubhouse, observers say, is how it provides a window to a broader world. "At this late stage of the pandemic, I think we're all tired of talking to our co-workers on Zoom and our families in person," Kirsner said. "What's really nice is that you don't need to be staring into your camera like a Zoom zombie. You can put on some headphones and hop on the Peloton or take your dog for a walk." The app’s new Creator First program has the potential to be a launchpad for talent on the app, Justin Kline, co-founder of Markerly, an influencer marketing platform, said in an email interview. "During its first year, Clubhouse room topics and hosting privileges have been dominated mainly by celebrities and media personalities using it to connect with everyday users and, of course, drive buzz around their own companies and work," Kline said. "Creators and social media influencers are incredibly powerful thought-leaders in their own right. Just look at the success of any number of influencers on TikTok, Instagram, and YouTube." It's going to be a while before Rachel Maddow or Howard Stern have to worry about being dethroned by a Clubhouse show. Despite its burgeoning name recognition, however, Clubhouse could use some pizazz in its content, Kirsner said. "Today, a lot of Clubhouse conversations can be rambling and unfocused," he added. "The quality varies from the kind of dull chit-chat you'd have in the waiting room at the dentist's office to really good stuff that you might pay thousands of dollars to hear at a conference like SXSW or the World Economic Forum." Growing Number of Audio Alternatives
Other companies are trying to follow the success of Clubhouse by offering their own audio-only chat apps, Kline pointed out. Twitter recently rolled out Spaces, which allows users to initiate an audio stream that followers can join to listen and participate, depending on which settings the hosts apply. And Instagram also has thrown its hat into the ring, in a slightly different way. "Instagram is a notoriously visual-heavy platform, so the audio-only model doesn’t translate as well, but their recent announcement around rolling out 'Live Rooms' that allow for more users to go live on video together can be considered a similar offering that fits Instagram’s interface," he added. Westend61 / Getty Images There’s also Stationhead, a social audio app that lets users call guests to join the show and integrates with Spotify and Apple Music. Stationhead was happy to throw some shade on its rival Clubhouse. "The issue with the new program is that it assumes people are going to Clubhouse to listen to content, which is not the case," Ryan Star, CEO of Stationhead, said in an email interview. "Clubhouse's primary value proposition is that it is a tool for networking and promoting, like a Linkedin live. When you open Clubhouse, you will find brand builders and over-the-top executives trying to get closer to the stage." By contrast, Star claims that Stationhead "is for real people and real experiences—giving back to the creator and putting them first, allowing them to monetize their own radio show while building community, exploring shared interests and connecting directly with their fans through the call-in feature." Was this page helpful? Thanks for letting us know! Get the Latest Tech News Delivered Every Day Subscribe Tell us why! Other Not enough details Hard to understand Submit More from Lifewire What Is Web3? How to Delete Clubhouse App Account TikTok vs. YouTube: Which One Is Right for You? How to Use the Clubhouse App How to Make Money as an Instagram Influencer How Do YouTubers Get Paid? Messenger Rooms: How to Use Facebook's Video Chat Feature How to Mute Yourself on Clubhouse Facebook Watch: What It Is and How to Use It 7 Ways to Make Money Streaming Video Games on Twitch What Is an Instagram Creator Account? The Top Social Networking Sites People Are Using Twitch: Everything You Need to Know What Is the Anchor App for Podcasts? What Is the SoundCloud Desktop App? What Is Instagram TV? Newsletter Sign Up Newsletter Sign Up Newsletter Sign Up Newsletter Sign Up Newsletter Sign Up By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. Cookies Settings Accept All Cookies