Gillmor Gang: Walk the Dinosaur

The Evolving Landscape of Audio and the Creator Economy

Clubhouse recently facilitated a compelling discussion featuring Josh Constine and Facebook’s Fidji Simo, the head of audio initiatives. The conversational format proved engaging, presenting a preferable alternative to traditional television news programming. JPA’s preference highlighted the appeal of audio-focused content. The conversation centered on optimistic strategies for the burgeoning creator economy, focusing on monetization and stimulating growth.

However, considering the current focus on creators raises a crucial question: what opportunities remain for the audience? The situation presents a zero-sum dynamic, where some inevitably experience losses, akin to those who invest at market peaks and subsequently sell at lower prices. Success in the startup world, it seems, requires being among the few who thrive, even if it means others falter.

A Shift in Media and the Power of Notifications

Observing these developments from a distance remains remarkably exciting. As technology companies finalize their initial strategies, various industries will await the resolution of this emerging landscape. Could Walmart be next to enter the arena? This isn’t solely a live audio phenomenon, but a broader realignment of media industries centered around the delivery of notifications.

Prior to the pandemic, life was often structured around the dichotomy of weekdays and weekends, work and vacation. Our routines were punctuated by predictable rhythms, from disliking Mondays to enjoying Friday movies and Sunday political analysis. The distractions of the streaming era and the allure of constant connectivity, coupled with the challenges of the Trump presidency, created a unique environment. Then, unforeseen circumstances arose.

We now recognize the limitations of our previous assumptions, not in their inherent flaws, but in our underestimation of the future’s uncertainty. Our faith in technology persisted, though its precise application remained unclear. Survival became the primary goal, and we were fortunate to achieve it. Time took on a new dimension, and we discovered a renewed appreciation for our relationships with family and friends.

The Acceleration of Digital Collaboration

The speed with which we adapted to the crisis was surprising, even to ourselves. The widespread adoption of mobile and social technologies over the preceding decades was validated, accelerated, and became essential. Technology companies capitalized on this shift, often utilizing their own products to fuel growth. This echoes the concerns surrounding Y2K, where the return on investment for collaborative tools was uncertain.

The viability of digital collaboration is now undeniable. The Cloud transformed corporate innovation into a subscription-based model, making market fit a feasible exit strategy. Startups gained the ability to scale rapidly without substantial upfront investment, forcing established companies to embrace Software as a Service for survival. Consumer laptops, TCP/IP, and even modest modem speeds provided the foundation for continuous innovation, effectively virtualizing the office environment.

Notifications as the Central Hub

Notifications evolved from mere interruptions to become the primary means of managing the convergence of work and personal life. These alerts enabled us to navigate multiple conversations and interactions efficiently. Collaboration tools streamlined communication, replacing email with group messaging, while video conferencing and screen sharing simplified onboarding and IT support. All of this was underpinned by the notification system, reducing channel conflict and fostering a more personal approach to team engagement. The pandemic then dramatically altered this landscape.

Is it any surprise, as David Bowie once pondered, that notifications have become so central? Notification systems now manage our daily routines, delivering news updates, scheduling reminders, and providing access to free time activities. Consequently, audio seamlessly integrates into this work-from-anywhere paradigm. Notifications are categorized by urgency, allowing us to prioritize critical alerts, defer less important ones, and disregard irrelevant information. Newsletters have become valuable resources for in-depth reading, podcast discovery, and influencer analytics, benefiting both creators and their audiences.

Looking Ahead: Platforms and the Future of Interaction

The creator economy holds considerable promise, but the specific platform that dominates is less important than the overall ecosystem. Clubhouse’s focus on establishing a complementary social cloud through notifications is commendable. Twitter Spaces’ integration of recording functionality is a positive step, mirroring Anchor’s approach to podcasting. Facebook’s exploration of audio through Instagram, even with its limitations, is noteworthy. Josh Constine’s unique position allows him to leverage his venture capital experience, journalistic skills, and podcasting expertise.

However, the initial successes in format and style should pave the way for a more meaningful dialogue between creators and their listeners. Newsletter platforms have demonstrated the potential of subscription models to support writers and fund the development of essential tools. There’s a desire for direct interaction with individuals within these spaces, a feature currently lacking in Clubhouse’s design. Imagine listeners being able to subscribe to commentary via group mentions, allowing moderators to invite audience members onstage for engaging discussions. This would foster organic talent discovery and impact.

from the Gillmor Gang Newsletter

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The Gillmor Gang — Frank Radice, Michael Markman, Keith Teare, Denis Pombriant, Brent Leary and Steve Gillmor. Recorded live Friday, April 25, 2021.

Produced and directed by Tina Chase Gillmor @tinagillmor

@fradice, @mickeleh, @denispombriant, @kteare, @brentleary, @stevegillmor, @gillmorgang

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