spotify launches its live audio app and clubhouse rival, spotify greenroom

Spotify Launches Greenroom: A Live Audio App

In March, Spotify revealed its acquisition of Locker Room, the firm responsible for a sports audio application, to accelerate its involvement in the live audio sphere. Today, the company is realizing this plan with the introduction of Spotify Greenroom, a new mobile application.

This app enables Spotify users globally to participate in or lead live audio discussions, with the option to convert these conversations into podcasts. A Creator Fund has also been announced to support the app’s future content development.

Built on Existing Technology

The Spotify Greenroom app is constructed using Locker Room’s pre-existing code base. Spotify confirms that current Locker Room users will find their app automatically updated to the rebranded Greenroom experience, beginning immediately.

The new app’s aesthetic diverges from Locker Room’s white and reddish-orange scheme, adopting Spotify’s familiar color palette, fonts, and icons.

User Access and Onboarding

Spotify users can access the new app by logging in with their existing Spotify account credentials. Upon entry, they will be guided through an onboarding process designed to align them with their areas of interest.

Content Discovery and Personalization

Currently, discovering audio programs within the app relies heavily on users joining groups. This mirrors Locker Room’s functionality, where users followed favorite sports teams. However, Greenroom’s groups now encompass a broader range of interests, extending beyond sports alone.

Spotify intends to integrate its personalization technology into Greenroom to enhance content recommendations. For instance, users might receive notifications when a podcaster they follow on Spotify goes live on Greenroom. The system could also suggest content based on listening habits.

Feature Set and Room Capacity

Spotify Greenroom’s features are comparable to other live audio platforms, including Clubhouse, Twitter Spaces, and Facebook Live Audio Rooms. Speakers are displayed prominently at the top of the screen, while listeners appear as smaller icons below.

The app offers mute options, moderation tools, and the ability to invite listeners to join the stage during live sessions. Rooms can accommodate up to 1,000 participants, with plans for future scalability.

Virtual Applause and Monetization

Listeners can show appreciation to speakers by sending “gems” – a feature inherited from Locker Room. The number of gems received is displayed next to a speaker’s profile. While gems currently lack monetary value, this could change as Greenroom explores monetization options.

Key Differentiators

Spotify Greenroom distinguishes itself with a live text chat feature, controllable by the host. Hosts can also request an audio recording of their session for editing into a podcast episode.

Crucially, Spotify records all live audio sessions for moderation purposes. This allows the company to investigate reported issues and enforce its Code of Conduct, addressing concerns about toxicity and abuse prevalent on other platforms.

Moderation and Safety

Spotify’s existing content moderation team will oversee the moderation of Spotify Greenroom. The effectiveness of this approach in swiftly addressing violations of the Code of Conduct remains to be seen.

Clubhouse has previously faced challenges with moderation, including instances of antisemitism and hate speech, leading to room closures. Clubhouse now records a temporary encrypted buffer of audio for investigation purposes.

Future Plans and Content

While the initial focus is on user-generated content, Spotify plans to introduce programmed content later this summer. This will encompass music, culture, entertainment, and sports, building on Locker Room’s foundation.

Artist Integration and Creator Fund

Spotify will promote Greenroom to artists through Spotify for Artists, aiming to attract music-focused content. Monetization options for creators are planned, though specific details are not yet available.

The Spotify Creator Fund has been announced to support audio creators in the U.S., but details regarding fund size, distribution criteria, and timelines remain undisclosed.

Availability and Language Support

Spotify Greenroom is currently available on iOS and Android in 135 markets worldwide. This is slightly less than Spotify’s total reach of 178 markets. The app is presently offered only in English, with plans for future language expansion.