Spotify Adds Weekly Shows to its Clubhouse Clone

Spotify Greenroom Expands with New Programming

This summer saw the introduction of Spotify Greenroom, Spotify’s foray into the live audio space, positioned as a competitor to Clubhouse. Initial offerings largely consisted of user-generated content, but Spotify promised further programming development. The company is now fulfilling that pledge with the launch of six new shows for Spotify Greenroom, concentrating on both music and pop culture.

Playlist-Inspired Shows

Among the new additions are shows directly inspired by Spotify’s popular playlists. This includes a program centered around the “Lorem” playlist, which debuted in 2019. “Lorem” features a diverse range of genres – indie pop, R&B, garage rock, and hip-hop – and appeals to a younger, Gen Z demographic.

Currently boasting over 884,000 “likes” on Spotify, the playlist has become a significant platform for emerging artists. Listeners of “Lorem” can now connect with “Lorem Life,” a Spotify Greenroom show featuring discussions on culture, music, sustainability, fashion, and space. The show will be hosted by Gen Z influencers Dev Lemons and Max Motley, alongside various artists and other prominent figures. It is scheduled to premiere on Wednesday, September 15th, at 9 PM ET.

“The Get Up LIVE” and Other New Programs

Another playlist-inspired show is “The Get Up LIVE.” “The Get Up” was initially introduced last fall as Spotify’s interpretation of a daily morning show, blending music with talk radio-style content. Previously, this content was pre-recorded and released as a playlist simulating a daily FM radio broadcast.

Now, co-hosts Kat Lazo and Xavier “X” Jernigan will broadcast “The Get Up” live on Greenroom. The launch, originally planned for Wednesday, September 15th at 11 AM ET, has been postponed due to scheduling adjustments.

Diverse Content Lineup

Spotify Greenroom’s expanded lineup also includes:

• “A Gay in the Life” – Hosted by Garrett Clayton and Blake Knight, discussing LGBTQIA+ news and issues (weekly, 8 PM ET, starting today).
• “Take a Seat” – Hosted by Ben Mandelker and Ronnie Karam, recapping reality shows and exploring pop culture (weekly, 10 PM ET, starting today).
• “The Movie Buff” – Hosted by Jon Gabrus, reviewing and analyzing current films (weekly, 11 PM ET, starting today).
• “The Most Necessary: Live” – Hosted by B.Dot, focusing on rising stars in hip-hop, complementing Spotify’s “Most Necessary” playlist (weekly, 9 PM ET, starting Tuesday).

Special Events and Global Expansion

Additionally, Deuxmoi’s show “Deux Me After Dark” will air on September 13th at 9 PM ET, offering a recap of the Met Gala’s red carpet fashion and gossip with guest Hillary Kerr.

Greenroom is currently accessible to users in over 135 countries. The platform has been steadily growing, incorporating live audio from “The Ringer” and artists like Pop Smoke. Programs such as Men In Blazers, Deaux Me After Dark, True Crime Rewind, and Ask The Tarot have also been added, with many shows becoming available on-demand after their live broadcasts.

Addressing Initial Challenges

The app initially experienced a slower adoption rate, partly due to its initial focus on sports talk, which didn’t fully resonate with Spotify’s core music audience. Furthermore, it faced competition from established platforms like Clubhouse, Facebook, Twitter, Reddit, and Discord.

Early download numbers were modest, with approximately 141,000 new iOS downloads in the month following launch. Spotify’s long-term strategy involves integrating Greenroom more closely with its existing music, artist, program, and podcast offerings – and these new shows represent a step towards realizing that vision.

*Update, 9/13/21, 2:18 PM ET: Spotify has informed TechCrunch that the launch of “The Get Up LIVE” has been delayed. A new premiere date will be announced shortly.*