Spotify is throwing its hat into the social media ring and has launched “Greenroom,” a clear competitor of audio-based social networking app, Clubhouse and Black-owned app, nēdl.
The app is built on the Betty Labs-created platform Locker Room, which Spotify acquired in March.
“Since bringing the Locker Room app into the fold, we’ve been working to expand its capabilities, with the goal of creating a live audio experience that will delight creators and listeners everywhere. And we wanted to do it with a Spotify twist that operated as an extension of the app already loved by 356 million listeners. That’s why we renamed it “Spotify Greenroom,” Spotify founder and CEO Daniel Ek announced in an episode of the company’s “For the Record” podcast.
At present, Clubhouse is the front-runner of the audio-based social media race, but despite its popularity relying heavily on Black creators, it is not Black-owned.
Nielsen’s Young, Connected and Black report says that there are more than 83 million Millennials in the U.S., according to the U.S. Census Bureau, of which African-Americans comprise 14% (about 11.5 million). Black Millennials are more likely than their total population counterparts to have memberships on social media platforms such as Twitter (48% versus 46%), Google+ (55% versus 41%) and WhatsApp (21% versus 14%).
Spotify’s announcement adds, “We’re building Greenroom with the creators and artists in mind who make Spotify great, optimizing for interactivity and deep connections between participants in live rooms.”
They will no doubt be making a beeline for Black creators to propel the success of the platform—a tried and true formula.
We suggest downloading Black-owned audio-based application, nēdl, instead.