Audio producers are a new kind of influencers, born of the meteorite of the audio-only chat app Clubhouse. Together, they are drawing in millions of weekly listeners and building an online following. Now, Club house is booming And Other social apps, such as Twitter, take cues from its success, They are banding together and working with big brands.
Audio Collective The audio boom is a result. The company, which announced its formation on Thursday, will offer event planning, brand consulting, and support and community for creators working in the field. Its founders also plan to lobby the clubhouse for stronger moderation policies, better insights and performance metrics, and monetization tools.
The 40 founding members of the company are the producers themselves; They host talk shows, meet-ups, discussion groups and other high-profile events and command many millions of followers. Unlike podcasters, who produce edited shows, they perform like streamers for a live, interactive audience.
Audio collective work to build on the interior of the clubhouse Producer Pilot Program, Which was announced in December and aims to uplift the app’s power users. It will also offer services that the platform does not currently offer, such as helping brands produce events and match them with the creators on the clubhouse.
This comes when the clubhouse reaches the end of the explosive first year. According to the analytics firm StyleThe app has been downloaded more than 4.7 million times since its introduction last April. The company raised more than $ 100 million in January, valuing it at $ 1 billion. Following the clubhouse’s accelerated growth, companies such as Twitter and Facebook are racing to replicate the success of its audio-only format on their own platforms. (A representative from the clubhouse did not respond to a request for comment.)
Industry experts see interactive audio as an exciting field that will generate a new wave of stars – and a new slate of ideas. “Never before have many brands, entrepreneurs, influencers and regular people had quick access to their most dedicated audiences,” said Adam Davidson, “Passion economy“” Like any transformational medium, it offers new opportunities, and new terrible pitfalls, and requires a thoughtful, steady guide. The Audio Collective is truly the guide. “
“The clubhouse will create the most powerful and influential influence of our time because the voice is the most powerful tool for people to communicate,” said Farooq Sarmad, a 26-year-old entrepreneur and audio producer in Montreal, creating his own collaborative group on the clubhouse.
Talent scouts, agents and marketing executives look to the clubhouse to find unseen creators and opportunities. “We immediately went to meet our partner creators with Fortune 10 brands,” said Lindsey Fultz, senior vice president of partnerships at Velar, an influential marketing agency. The creators at Audio Collective have worked with brands such as Showtime, Milk Bar and Cash Apps.
“Each one of us is getting many requests from brands, agencies, studios, organizations,” said Francesca Hogey, a producer in Los Angeles with more than 323,000 followers at the club. “We are contacting other creators who see that we are able to build and innovate the community, and they want to partner with us.”
The founding members of Audio Collective produce all types of content. Mir Harris performed the Disney musical “The Lion King” at the clubhouse. Leiti Hsu runs a popular dinner party variety show. Kat Cole, a former business executive, focuses on host room leadership.
A talent for the creators of the clubhouse and founder of brand agency AgentC, Rembrandt Floors said that his phone had been “ringing off the hook” since launching his agency less than a week ago. “It reminds me of the days when Instagram just came out, all these agencies were born from that,” he said. “Now this is a new medium. We are tired of photos and videos, so it’s refreshing that you don’t have to worry about it in the clubhouse. It is very free. This new crop of influencers is going to rule the roost. “
As the clubhouse continues to add millions of users by month, it has struggled with complaints about hate speech, harassment and misinformation. “One thing we are committed to doing collectively is to help establish the tone of the clubhouse community,” Ms Hogee said. The group plans to pursue the company for thoughtful moderation and security tools.
“We want people to have safe and sound experiences on the platform and we stand for more reliable, reliable and safeguards,” said Catherine Connors, 49, an audio producer in Los Angeles.
Some creators feel that the app is underlining them. When a person signs up for a clubhouse, they are asked to follow the suggested users of the app; Many of those users are investors in the app and their close associates. Audio Collective aims to help enhance creative voices.
Mr. Sarmad said that other collaborative groups and groups are working on the clubhouse, especially among younger users. “The way Winners got together and got Instagrammers to grow and collaborate together seven years ago, it’s happening behind the curtains of the clubhouse,” he said.
“We are trying to get together and dominate the app in a good way,” he said. “Everything that people see in the room is a result of what happened in the previous channels. Everyone is forming a collab group. “
The creators of Audio Collective say they consider themselves part of a larger shift towards independent work, following in the footsteps of Instagram influencers, YouTubers, TikTok stars and Twitch streamers. “We see ourselves as building on the broader media and producer landscape,” Ms. Connors said.
“Part of what we want to do is not just create a model of how audio can be transformed,” she said, “but also make a push for a culture driven by the producers so that this culture is shaped by platforms Could not be given. Technologists, but artists and creatives and talent. “