Pivot to video. That’s what they’ve told us for years. But listen closely, and you’ll find we’ve actually been pivoting to audio this entire time. When it comes to audio, there’s something for everyone on Clubhouse. Whether joining in for the latest business tips or relaxing sound baths, a “club” or “room” led by “moderators” or “speakers” is a click away. Welcome to Clubhouse, the future of social media.
From Execs to Open Door
It was once an invite-only platform where top-tier hip-hop execs and celebrities came to network via drop-in audio chats. Clubhouse is now a virtual space where all are welcome. There are even tools like the Roland GO:MIXER PRO-X to make user audio more professional for the space. Though it’s only existed since April 2020, Clubhouse is proving itself a staple platform for avid social users all over the globe. The difference is now everyone’s invited.
Whether an artist, industry professional, or brand, all are welcome to participate in Clubhouse. HIFI, the music industry financial rights organization, hosts a chat to discuss EmpowerArtists.com. That index aims to empower Black and POC artists by offering resources across the industry.
Mining a Value-Rich Platform
Chief Experience Officer of HIFI, Will Griggs, is a believer. “Clubhouse is a great platform to host chats,” he shares. “We invite decision-makers from different initiatives to share their experiences. Plus, we have the added benefit of exposing those important resources to new people in the audience.”
The simplicity and accessibility of the platform make it an easy fit. “Joining a Clubhouse chat is low impact compared to being the sole subject of an Instagram Live interview,” Griggs explains. “This makes it pretty easy for guests to jump in and be a part of chats.”
Offering tangible value to his clients is a high priority. “So much of the work we do at HIFI is on behalf of artists and their teams,” Griggs adds. “For our chats, we love to have the artist’s perspective in the mix as much as possible. The more we hear about the things that are most important to that community, the better.”
"We love to have the artist's perspective in the mix. The more we hear about the things that are most important to that community, the better."
-Will Griggs
An Artist-Friendly Environment
Then there are users on the other side of the conversation. Take Christen Lien, a contemporary classical musician. She earned over 9k followers after adapting to the platform early on. Lien goes live three days a week—Mondays, Wednesdays, and Fridays. During her slots, she performs, engages in conversations, and hosts collaborative experiments.
“Practically speaking, I’ve performed for at least 30,000 people on the app,” Lien says. “My followings and streams on other platforms such as Instagram and Spotify have increased.” There’s a financial benefit to Lien’s performances as well. “I receive tips from the audience throughout the performance and room, so it is a revenue stream,” the artist reveals. “My music reaches a global audience, and I’m building a fan base around the world as a result.”
"I've performed for at least 30,000 people on the app. My music reaches a global audience, and I'm building a fan base around the world."
- Christen Lien
Music Discovery Club
To Lien, Clubhouse is a great place for listeners to find new sounds. “The discovery on the platform is stellar. What’s best is I connect deeply with the listeners who are on stage with me.” This connection reaches beyond music. “We’re in a conversation about all aspects of life. They can ask me questions about my music or inspiration. For those who return to the rooms, we get to know each other in an organic, meaningful way.”
Lien feels she can interact more easily on Clubhouse than through Instagram Live or Twitch chat boxes. It’s this platform where she gets to hear audible reactions in real-time—genuine laughter, tears, and whatever else. Clubhouse is a true human connection experience. This makes the platform one that is beneficial both personally and on a larger scale.
An Early Adopter Speaks
“I think I was the very first person to use Clubhouse to play music live on the platform. It was when we debuted Black Thought [The Roots]’s single,” says Daniel Glogower, Head of Business Development at Beatclub. The high-end marketplace connects musicians to labels, publishers, and more. “I saw the reaction in this new space, knew there was potential, and saw where it could go,” he adds.
"I saw the reaction in this new space, knew there was potential, and saw where it could go."
-Daniel Glogower
Beatclub is now yet another company to successfully host insightful conversations on Clubhouse. These dialogues give the company a better understanding of its audience’s needs. Glogower gives some advice to brands looking to participate in Clubhouse. “Be careful about making their channel a commercial for their brand. Audiences don’t want to be sold to.”
Networking for the Win
At this point, there’s no question whether the audio-based app is good for connecting with others. It’s a great place to stumble into a virtual room and network with like-minded people offering valuable information. “I’ve networked with a lot of great people on Clubhouse. You never know who you’re going to meet,” Jacob Pace, CEO of the Gen-Z-focused media company Flighthouse says.
So what’s next? “I would like to see Clubhouse become a form of artist discovery,” Pace says. “Imagine undiscovered artists scoring a deal showcasing their talent on Clubhouse to executives. That’s just one example. Creators can build followings on new platforms if they know what kind of content to produce.”
"I would like to see Clubhouse become a form of discovery. Imagine undiscovered artists scoring a deal showcasing their talent on Clubhouse to executives." -Jacob Pace
Intelligent Sharing
As one might imagine from an audio-only platform, Clubhouse is good at is amplifying voices. “Voice is an equalizer as it prioritizes sharing ideas and emotional intelligence. There are no filters to hide behind and no social media team creating content. It’s just the mute button between you and the audience, so there’s a level of vulnerability,” explains Caroline Geraghty, CEO of The Geraghty Group. She’s a social media pro, or
“Clubhouse Newbie Expert,” as you’ll find in her bio on the app.
“I put that in my profile five days into Clubhouse, and it took off from there. My friends and I host The Clubhouse Welcome Party. We help new users optimize their experience starting from Day One on the platform. We’ve gotten so much from our time here and pay it forward so they can have just as much fun.”
"Voice is an equalizer as it prioritizes sharing ideas and emotional intelligence. There are no filters to hide behind." -Caroline Geraghty
Communities Coming Together
A common theme when exploring the platform is that users are eager to help others. Maybe they’re like Lien, performing music to heal, or Griggs, whose company offers expertise to other artists. There is always knowledge on offer. Alternatively, listeners can join in to listen and learn. Whatever their intent, one thing is crucial: inquisitiveness. As Pace says, “Stay curious and consistently experiment.”
Social media is now looking to micro-communities. In these spaces, everyone can serve their specific corner of the world. Gone are the days of attempting to marketing yourself to everyone at once. Moreover, this new approach is likely more beneficial, as it can potentially lead to deeper connections.
“I think Clubhouse will cater towards that social evolution. It provides a space for people to get their ideas out to a specific targeted audience,” Glogower states. “Beatclub will continue to use Clubhouse to grow our community through innovative activations. These will always have a Clubhouse component to complement the execution of the initiative.”
“Take the lead and create the space, atmosphere, and content that you want to see in the world."
-Christen Lien
The Way Forward
For users looking to become active participants, it’s important to experiment with new ideas. “If there is an experience you’d like to have on the app but don’t see, create it,” Lien enthuses. “Take the lead and create the space, atmosphere, and content that you want to see in the world.”
Ultimately, Lien sees the platform as the way forward. “If you want to experience depth, wish to learn, and are open-minded, then Clubhouse and social audio are going to be an amazing time for you.”
