Dear Spotify lovers, do you know why Spotify shutters live audio Apps? Spotify, one of the world’s largest music streaming platforms, has decided to shut down its live audio app, which was rebranded as Greenroom in March 2021. The move surprised many, given that the app had shown some promise in the live audio space.
However, according to a recent report by Music Ally, Spotify has decided to sunset the app and focus on other areas of its business. This decision is a significant blow to the future of live fan interactions on Spotify, as the company had invested considerable resources into developing the app.
The Rise of Live Fan Interactions on Spotify
Spotify is known for its ability to connect artists and fans, and its listening parties were an excellent way for users to interact with each other. However, the company realized it needed to do more to foster these interactions and began exploring new avenues for fan engagement.
In June 2019, Spotify launched a test of a new feature called “Social Listening,” which allowed users to listen to the same track simultaneously and share comments. The feature was well-received, and Spotify began to roll it out to more users.
Why Spotify Shutters Live Audio App?
Later that year, Spotify announced that it was acquiring Sound Better, a music production marketplace that allowed artists to connect with producers and engineers. The move was seen as a way for Spotify to expand its ecosystem further and connect artists and fans in new ways.
Spotify also began exploring the world of live audio, which was gaining traction thanks to the success of apps like Clubhouse. In March 2021, Spotify rebranded the app Locker Room to Greenroom, which allowed users to interact with live audio rooms. The move aimed to expand the Spotify ecosystem, which was then based on the listening parties that users could hold within the app.
The Promise of Greenroom
Greenroom had some success in the live audio space, with some users praising its user interface and ease of use. The app allowed users to join live audio rooms and participate in discussions on various topics, from music to politics.
For Spotify, the app represented a new way to connect artists and fans, and it was seen as a potential game-changer for the music streaming industry. With 67.7 million users at the time, the live fan-creator interactions provided a new way for users to connect and engage with their favourite artists.
Spotify’s Acquisition of Betty Labs
However, in March 2021, just as Greenroom was being launched, Spotify made another significant move in the live audio space. The company announced that it had acquired Betty Labs, the creators of the live audio app Locker Room, which was seen as a direct competitor to Clubhouse.
The acquisition of Betty Labs indicated that Spotify was serious about the live audio space and was looking to build out its capabilities in this area. Some analysts saw the move as a potential game-changer for the music streaming industry, with Spotify poised to dominate the space like it had dominated music streaming.
The Sunset of Greenroom
However, despite the promise of Greenroom and the acquisition of Betty Labs, it seems that Spotify has decided to sunset the app and focus on other areas of its business. According to the Music Ally report, Spotify is shutting down Greenroom, and it is unclear what the future holds for live fan interactions on the platform.
The move is a blow to the future of live fan interactions on Spotify, as the company had invested significant resources into developing the app. It is unclear why Spotify has decided to shut down the app, but some analysts believe it may be due to a lack of user engagement.