With its celebrity users, exclusivity and ease of use, the latest app obsession, Clubhouse, is here to stay.
Aside from bean bag furniture, complex algorithms and endless committee appearances, Silicon Valley giants don’t seem to care about much. That is until another app, from another developer, begins to grab the headlines. Scroll through Twitter’s trending topics and you’ll notice that Clubhouse is regularly featured – and for all the right reasons.
Social media giants rely on you and I being preoccupied by their apps – fixated, even. But now, they’ve got their own obsession to worry about; Clubhouse has become their idée fixe.
For starters, unlike the rest, you can’t simply sign up and tweet, Facebook or Instagram away: Clubhouse operates on an invitation-only model, meaning its users are part of an exclusive club. That’s because the app is still in its beta stage, meaning it’s a requirement that might soon change.
Then, there’s the way it works. There’s no need to type through 280 characters or battle though changing algorithms to maximise the ranking of your latest selfie: on Clubhouse, all you need is your voice.
The audio-based app allows individuals to create rooms about specific subjects and encourages other users into those room to contribute or listen attentively. From the motivational to the hilariously funny, the instant, authentic and profound way the app allows people to connect makes it as powerful as it is addictive.
And, above all, what perhaps makes Clubhouse the talk of the town is the opportunity for average Joes like you and I to interact and communicate with some of the biggest names on the planet.
You’re cordially invited to Marvin’s Room
First, there was the beat battle, where aspiring producers and musicians had Drake and 21 Savage listening in. Then, there was the Clubhouse audition for DreamGirls, where budding actors, musicians and theatre enthusiasts – from all over the world – auditioned for roles by singing from their phones to theatre legends such as Sheryl Lee Ralph.
For ambitious entrepreneurs, there are endless rooms for advice. From the best of start-ups to venture capital, the exposure to instantaneous insights from leading industry experts – and potential connections that come with such accessibility – is an attractive proposition.
And as with other social media sites, there’s room for serious discussions. People have used the app to talk through issues such as racism and sexual assault. Advice on how to deal with such topics is freely shared and distributed, and support networks can easily be formed.
Mr Chairman, we have to do something about the spread of fake news
Like the other social media giants, Clubhouse will have to consider how best to combat the spread of misinformation on its site. In recent years, governments across the world have battled with how best to tackle ‘Fake News’, with the spotlight firmly on the major Silicon Valley players.
From several House Judicial Committee hearings to threats of forceful legislation, big social media companies – Facebook and Twitter, in particular – have come under increased pressure to act. With the ability to hold instant and live conversations about serious – and often sensitive – topics, Clubhouse will face those same challenges to keep misinformation and bad advice away from its platform, whilst preserving people’s right to free speech.
But, for now, with its surging popularity and exclusivity, Clubhouse might become a serious headache for Silicon Valley. The threat it poses might lead to focused minds and doubled efforts to find ways to either recreate a better version of the platform or, in true Silicon Valley style, acquire it entirely.
Mark Zuckerberg might order the swapping of all office bean bags for standing desks, after all.
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