Spotify Rebrands Its Social Audio Feature & Integrates It Directly Into Its App

Source: Spotify

Spotify rebranded Spotify Greenroom. The streaming service changed the name of its social audio feature to Spotify Live and is integrating it directly into its app as well as keeping a standalone app. Listeners can find and tune into social audio rooms via creators' podcast or artist pages in the Spotify app. If they want to participate, though, they need to go to the Spotify Live dedicated app. There is also a hub dedicated to upcoming lives. Kicking off the rebrand, the service is teaming up with a host of creators, including DJ Akademiks, Alex Cooper, and Hasan Minhaj, on a live, original programming series.

The rebranding of Greenroom was inevitable. The standalone app failed to pick up much traction after its initial launch. As the social audio feature is now available within Spotify's main app, top creators can tap into its 400 million-plus listeners worldwide and leverage their existing audiences across the platform. In addition, Spotify Live creates new opportunities for creators to connect with their audiences in a unique way. For example, podcasters can use lives for Q&A sessions for podcast episodes, or artists could host listening sessions for upcoming album releases.

A little over a year since Clubhouse made headlines, several platforms, including most recently, Amazon, have jumped into the social audio world. Even with it being a format that isn't necessarily as hot as most people thought it was during the height of the pandemic, platforms still see it as a unique way for people to connect in real-time.