Why Clubhouse isn’t about audio

At the moment there’s a huge amount of buzz about Clubhouse, a new audio social network. Indeed there’s so much buzz, the recent investments (of around $100m) have made it worth (well, on paper at least) $1bn.

Personally, I’m still not particularly sold. I think Clubhouse has definitely done some interesting things, but I don’t think the ‘killer feature’ is much to do with audio.

So, what it is?

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Taking Money Off Your Listeners

Overtly paying for media is not something that the UK was particularly used to. Yes, there was the licence fee, but early on it was probably more regarded as a device licence rather than that thing that paid for the BBC. What we didn’t have were the exhortations to donate to programme makers that they had in America – whether that was for NPR affiliates or televangelists.

Naturally this has changed more recently. The advent of cable and satellite, with premium movies and sport through to Netflix and Disney+, we’re more used to paying subscriptions for content.

In the audio space music streamers like Spotify or even audiobooks through Audible have become more common place.

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Would you pay £1m a day to your talent?

In the battle for the attention of the young, TikTok and Snapchat are really going for it.

Snapchat has invented much of what has been adopted by other services, including Stories and timed, disappearing messages. It has also innovated with what its camera can do. The rise of TikTok, though, has been uncomfortable for Snapchat as it too targets 13 to 19s and has become the de-facto place for young people to consume short form, entertaining video clips.

Snapchat itself hasn’t gone away (they have 90m daily active users in the US, 249m across the world). It’s also still massively used as a messaging platform between teens, and indeed lots use Snapchat’s camera to make their TikToks. The problem for Snapchat was that it concentrated on the original social network feed idea of showing content just from the people that you’re following. Meanwhile TikTok exposed public posts more easily for other people to find. With many social media users always clamouring for more attention, this feature resonated well, and particularly because much of social video is literally performing for others.

Snapchat’s answer was to add TikTok style functionality to its app, but more importantly to incentivise its use. To do this they announced they would be giving successful creators a share of $1m every day.

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Launching Spin-Off Radio Stations

Yesterday, over in my day job at the children’s radio station Fun Kids, we launched two new initiatives. The first was eight new spin-off radio stations for Fun Kids and the second was our new lockdown-related feature, Activity Quest Daily.

Spin-Offs

Launching spin-offs, or brand extensions, for radio stations has been all the rage in the UK for the past few years. It was re-born by Clive Dickens who was running Absolute Radio, when he pushed live Absolute 80s. Like all good (re)inventions it was somewhat driven by a combination of opportunity and necessity.

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Amazon and Twitter Join the Audio Buying Spree

2020 saw lots of audio acquisitions particularly around podcast content and ad-tech. If you were a big boy, or wanted to be, you got out the chequebook and started buying.

Spotify was the poster-boy for this (Gimlet, Parcast, Megaphone) but there was also iHeart buying Voxnest, SiriusXM getting Stitcher and a loads of others too.

One of the issues has been large companies were running out of big podcast companies to buy. In the content space, one of the top indies left was Wondery, and just before the New Year Amazon announced they were snaffling it up.

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Discussion: What’s been your best podcast find of 2020?

 

Finding new podcasts can be difficult, but what’s your best find of 2020? Leave it in the discussion below (and don’t promo your own!)

Finding new podcasts can be difficult, but what’s your best find of 2020? Leave it in the discussion below (and don’t promo your own!)

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Thoughts on Audio in 2021

Turns out a global pandemic is likely to shake things up a bit. With much of the country locked in their homes many new behaviours have been learned and others accelerated.

Internet shopping, video calls, smart speakers, streaming services – all nothing new, but now something that’s become a bigger part of people’s lives. Disney+, alive for just nine months, has over a quarter of the subscribers of Netflix (3.5m vs 12.8m). With the groundwork done on streaming to the TV from Netflix, the BBC and Amazon, powerful new entrants can certainly make a splash without ten years of heavy lifting.

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Should Kiss Have Their Own Burger?

An intriguing tweet popped up a few days ago from popular YouTuber MrBeast. He’s a 22 year old guy with nearly 50 million YouTube subscribers, 8 million Twitter and 11 million Instagram followers.

Surprisingly it’s not a crazy, hilarious, YouTube practical joke. Especially surprising as most of his videos are indeed stunts. “I Gave People $1,000,000 But ONLY 1 Minute To Spend It!” and “I Uber’d People And Let Them Keep The Car” are his oeuvre.

Turns out he’s popped up 300 ‘restaurants’ selling a small selection of burgers based on him and his crew. That sounds pretty crazy, but he’s managed it. The ‘restaurants’ are really delivery locations – that people can access using UberEats and similar apps.

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The Power of Working Together

I was sad to hear that Siobhan Kenny is stepping down as Chief Executive of Radiocentre. In the UK, Radiocentre is the commercial radio trade body, working for the sector’s interests, managing relationships with Government (important for a regulated industry) and the BBC, as well as participating and leading cross-industry initiatives.

I can’t imagine it’s an easy job. Your board consists of the leaders of the two main commercial radio groups, Bauer and Global, who are fierce competitors, the boss of Communicorp UK, a representative of the smaller radio groups, as well as an independent chair.

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Spotify & Anchor Allow Podcasters to Add Music

News from Spotify’s podcast creation service Anchor, as they announce that you can now add full tracks from Spotify into your shows.

Podcasts have tended to be music-free zones because of licensing restrictions. When Spotify entered the space, many asked whether they would be able to fix this? And, well, er, they’ve, um, not really got there but they have created something new. Ish.

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