{"id":11866,"date":"2022-08-09T14:49:00","date_gmt":"2022-08-09T14:49:00","guid":{"rendered":"https:\/\/scienceandnerds.com\/2022\/08\/09\/clubhouse-is-breaking-up-to-stay-relevant\/"},"modified":"2022-08-09T14:49:01","modified_gmt":"2022-08-09T14:49:01","slug":"clubhouse-is-breaking-up-to-stay-relevant","status":"publish","type":"post","link":"https:\/\/scienceandnerds.com\/2022\/08\/09\/clubhouse-is-breaking-up-to-stay-relevant\/","title":{"rendered":"Clubhouse is breaking up to stay relevant"},"content":{"rendered":"<p>Source: <a href=\"https:\/\/www.theverge.com\/2022\/8\/9\/23298097\/clubhouse-houses-panera-sonic-branding-prx-productions-goat-rodeo\">https:\/\/www.theverge.com\/2022\/8\/9\/23298097\/clubhouse-houses-panera-sonic-branding-prx-productions-goat-rodeo<\/a><br \/>\n<code><br \/><\/br><\/code><\/p>\n<div readability=\"155.2983447719\">\n<p id=\"o7rNX6\">Hello again everyone \u2014 it\u2019s been a while! Ariel\u2019s on vacation for the next week-plus, which means I get to tap in again and do my best impression of your usual host. Today, I chat about Clubhouse\u2019s big revamp, Panera adding a branded sound, and PRX Productions boosting its output through a new partnership.<\/p>\n<hr class=\"p-entry-hr\" id=\"pde9iE\">\n<p id=\"VWPPoB\"><strong>Clubhouse splits up<\/strong><\/p>\n<p id=\"LyIgbR\">On Monday, I opened up Clubhouse to see if I could find any rooms worth tuning into. Right up top, the app suggested a room called \u201c Tech News around the World,\u201d which seemed relevant enough to me, a technology reporter. But after that, things broke down right away. \u201cQuick tip   for getting more SAVES on your Pinterest pins!\u201d didn\u2019t seem to be playing well with anyone. (It had only 17 listeners.) \u201cHAPPY BIRTHDAY       TO MY FAVORITE NEPHEW RAYMO  ,\u201d was surprisingly vibrant when I popped in but seemed to be poorly targeted to me, a person who does not know Raymo.<\/p>\n<p id=\"AwGJgS\">Clubhouse, it almost goes without saying, has experienced a major drop-off in interest since its heights during the coronavirus-induced lockdowns of 2020 and 2021. Downloads of the app have fallen 86 percent this year, the analytics firm Sensor Tower tells <em>Hot Pod.<\/em> The firm says Clubhouse was downloaded 4.2 million times between January and July of 2022, down from 29.4 million downloads during the same period in 2021. At the same time, Twitter Spaces \u2014 anecdotally, at least \u2014 has been eating Clubhouse\u2019s lunch. I won\u2019t argue that Twitter\u2019s recommendations are that much better (they\u2019re not!), but the company was able to swiftly rebuild Clubhouse\u2019s core features inside its existing social network, siphoning off a lot of the app\u2019s momentum.<\/p>\n<div class=\"c-float-right\">\n<aside id=\"3jDXDj\"><q>\u201cA single community just doesn\u2019t work beyond a certain size.\u201d<\/q><\/aside>\n<\/div>\n<p id=\"RGxQpZ\">It\u2019s been clear for a while that Clubhouse needed to make some big changes to regain that early buzz \u2014 and now, the company is detailing how it plans to evolve. Last week, Clubhouse CEO Paul Davison laid out what the next era of Clubhouse will look like: instead of one open network containing a countless series of rooms you can pop into, the app will ask people to organize into groups (\u201chouses\u201d), and audio rooms will exist inside those groups that are only accessible to members. Each house can have \u201cits own personality, culture and content moderation rules,\u201d Davison wrote <a href=\"https:\/\/twitter.com\/pdavison\/status\/1555237572753756161\">on Twitter<\/a>.<\/p>\n<p id=\"qXGABM\">Public rooms will still exist, but the goal is to divide people up so that it\u2019s easier to find things of interest. \u201cA single community just doesn\u2019t work beyond a certain size,\u201d Davison wrote.<\/p>\n<p id=\"CKv4pW\">This is an idea we\u2019ve seen social networks return to time and again. Facebook had you add too many friends, so its Groups feature started taking off; Snapchat added \u201cstreaks\u201d to encourage friends to message each other directly; Reddit is so vibrant in part because you can create a niche for just about anybody. This sort of approach is hard to pull off \u2014 you need enough users to fill those niches \u2014 but it can be really meaningful when it works.<\/p>\n<p id=\"Pn4Rjz\">For me, the bigger outstanding question is whether live audio rooms are fundamentally a format that people want to use for entertainment. Is the problem that Clubhouse got too big too fast? Or is the problem that we can all see our friends again and have other ways to fill our time? My suspicion is that live audio is sticking around; it\u2019s fun and easy to spin up. But I\u2019m not confident it\u2019ll be at the scale of an entire app rather than a feature inside something else.<\/p>\n<p id=\"hh9wpk\">Davison posted an <a href=\"https:\/\/docs.google.com\/forms\/d\/e\/1FAIpQLSeDikVqTfai4xdnNl_2Cm0b124CVSoK_nUd9auTqAX6ILkhIw\/viewform\">open sign-up sheet<\/a> for anyone interested in testing the changes out. Clubhouse will be approving new houses \u201cslowly,\u201d the form says. There\u2019s no specific ETA on when it\u2019ll launch for everyone.<\/p>\n<p id=\"aQd9hs\"><strong>Exclusive: PRX Productions partners with Goat Rodeo to make more shows<\/strong><\/p>\n<p id=\"t5REVU\">PRX wants to make more podcasts \u2014 so it\u2019s teaming up with another company to expand what either could handle on its own. <a href=\"https:\/\/www.prx.org\/productions\">PRX Productions<\/a> announced today that it\u2019s enlisted <a href=\"https:\/\/www.goatrodeodc.com\/\">Goat Rodeo<\/a> as a \u201ctrusted production partner,\u201d allowing the division to \u201c[increase] production capacity\u201d as it seeks new shows to develop.<\/p>\n<div class=\"c-float-right\">\n<aside id=\"WTd9is\"><q>\u201cProducers will work on projects best suited with their expertise and experience\u201d<\/q><\/aside>\n<\/div>\n<p id=\"GhtTDf\">PRX Productions launched in 2020 and works with editorial and branded partner companies to develop podcasts. So far, that\u2019s included names ranging from CBS News to Ben &#038; Jerry\u2019s. As of the end of 2021, it had worked with more than 20 partners and produced over 600 podcast episodes, according to PRX. Goat Rodeo does similar work, having partnered with The Met, Lawfare, and iHeartMedia to make shows in the past.<\/p>\n<p id=\"QitB6K\">This is the first time PRX Productions has formed a partnership like this. PRX spokesperson David Cotrone tells <em>Hot Pod <\/em>the two production houses are in the process of integrating their workflow and that \u201cinto the future, producers will work on projects best suited with their expertise and experience.\u201d<\/p>\n<p id=\"RcWJJq\">That all said, the two groups are remaining separate entities. As part of the agreement, PRX will also distribute some original shows for Goat Rodeo, and Cotrone says the partnership will allow the two production groups to \u201c[support] one another as independent audio organizations.\u201d<\/p>\n<p id=\"QAlcXW\"><strong>Panera gets a new logo\u2026 sound<\/strong><\/p>\n<p id=\"oq3SRN\">Here\u2019s one I missed a couple of weeks ago <a href=\"https:\/\/www.marketingbrew.com\/stories\/2022\/07\/27\/how-panera-incorporated-sound-into-its-brand-refresh\">from <em>Marketing Brew<\/em><\/a><em> <\/em>that just got <a href=\"https:\/\/www.insideradio.com\/free\/build-brand-better-panera-joins-the-sonic-logo-club\/article_6a83f71e-16d3-11ed-9090-139d157794f3.html\">recirculated by <em>Inside Radio<\/em><\/a>: Panera wants to be recognized solely through sound, so it partnered with a \u201csonic branding agency\u201d called Made Music Studio to develop a quick jingle to accompany its brand name at the end of radio or podcast spots. There\u2019s a level on which this sounds a little over the top to me \u2014 they say the name Panera in ads! We know what\u2019s being advertised! But I have to admit that this type of advertising works. I can tell you exactly what the McDonald\u2019s jingle sounds like, and I\u2019d probably recognize it even if I didn\u2019t pay attention to everything else the ad said.<\/p>\n<p id=\"O1pvuh\">So now: a Panera sound. It sounds like a quick burst of bright horns followed by an angelic \u201cooo.\u201d Honestly, it\u2019s a little ridiculous when you describe it. It mostly just sounds like a <em>slightly annoying <\/em>but very likely to get stuck in your head burst of pleasant tones. Here\u2019s <em>Marketing Brew<\/em>:<\/p>\n<blockquote readability=\"15\">\n<p id=\"9a9yMg\">\u200b\u200bThe resulting three-second sonic logo is half instrumental\u2014played by a trumpet, an alto sax, and a baritone sax, according to [Made Music Studio president Lauren] McGuire\u2014and half vocals. There\u2019s also a one-second version, a six-second version, and a long-form version that clocks in at just under a minute, which Panera might use for situations like \u201cwalk-up music [for] our CEO,\u201d [Panera VP of brand building Drayton] Martin said.<\/p>\n<\/blockquote>\n<p id=\"iO2B6p\">And here\u2019s <a href=\"https:\/\/www.youtube.com\/watch?v=DlNT6OCC_6E&#038;ab_channel=PaneraBread\">a 15-second YouTube clip<\/a> where you can hear it right at the end. The clip has been live since late June, so you might have even heard it by now. Time to get a Mediterranean Veggie.<\/p>\n<hr class=\"p-entry-hr\" id=\"I3yyVe\">\n<p id=\"ZrR1Ka\">That\u2019s all for today. Insiders, I\u2019ll see you again on Thursday. Everyone else, catch you next week!<\/p>\n<aside id=\"45YcBD\">\n<div class=\"c-newsletter_signup_box \" id=\"newsletter-signup-short-form\" data-newsletter-slug=\"podcasts\" readability=\"6.2733050847458\">\n<div class=\"c-newsletter_signup_box__main\" readability=\"30.470338983051\">\n<p>      <span class=\"c-newsletter_signup_box__icon\"><br \/>\n        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 54.47 53.1\"><line fill=\"#ffffff\" stroke-miterlimit=\"10\" stroke-width=\"5px\" stroke=\"#000000\" x1=\"1.77\" y1=\"49.98\" x2=\"27.93\" y2=\"23.82\"><\/line><line fill=\"#ffffff\" stroke-miterlimit=\"10\" stroke-width=\"5px\" stroke=\"#000000\" x1=\"33.82\" y1=\"17.93\" x2=\"49.43\" y2=\"2.32\"><\/line><line fill=\"#ffffff\" stroke-miterlimit=\"10\" stroke-width=\"5px\" stroke=\"#ff7f00\" x1=\"10.32\" y1=\"41.43\" x2=\"21.32\" y2=\"30.43\"><\/line><line fill=\"#ffffff\" stroke-miterlimit=\"10\" stroke-width=\"5px\" stroke=\"#000000\" x1=\"2.42\" y1=\"21.87\" x2=\"22.31\" y2=\"1.76\"><\/line><line fill=\"#ffffff\" stroke-miterlimit=\"10\" stroke-width=\"5px\" stroke=\"#000000\" x1=\"27.97\" y1=\"51.33\" x2=\"41.2\" y2=\"38.1\"><\/line><line fill=\"#ffffff\" stroke-miterlimit=\"10\" stroke-width=\"5px\" stroke=\"#ff7f00\" x1=\"46.47\" y1=\"32.83\" x2=\"52.7\" y2=\"26.6\"><\/line><\/svg><br \/>\n      <\/span><\/p>\n<h3 class=\"c-newsletter_signup_box__title\">\n      <span class=\"sr-only\"><br \/>\n        Sign up for the<\/p>\n<p>          newsletter<\/p>\n<p>      <\/span><br \/>\n      Hot Pod<br \/>\n    <\/h3>\n<p class=\"c-newsletter_signup_box__blurb\">Every Tuesday receive analysis, insights, and commentary on the growing audio industry.<\/p>\n<\/p><\/div>\n<\/div>\n<\/aside>\n<\/div>\n<p><code><br \/><\/br><\/code><\/p>\n<p>Source: <a href=\"https:\/\/www.theverge.com\/2022\/8\/9\/23298097\/clubhouse-houses-panera-sonic-branding-prx-productions-goat-rodeo\">https:\/\/www.theverge.com\/2022\/8\/9\/23298097\/clubhouse-houses-panera-sonic-branding-prx-productions-goat-rodeo<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Source: Hello again everyone \u2014 it\u2019s been a while! Ariel\u2019s on vacation for the next week-plus, which means I get to tap in again and do my best impression of your usual host. Today, I chat about Clubhouse\u2019s big revamp, Panera adding a branded sound, and PRX Productions boosting its output through a new partnership. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":11867,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"pagelayer_contact_templates":[],"_pagelayer_content":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[64,8],"tags":[65],"class_list":["post-11866","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hot-pod","category-technology","tag-hot-pod"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Clubhouse is breaking up to stay relevant - Science and Nerds<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scienceandnerds.com\/2022\/08\/09\/clubhouse-is-breaking-up-to-stay-relevant\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Clubhouse is breaking up to stay relevant - Science and Nerds\" \/>\n<meta property=\"og:description\" content=\"Source: Hello again everyone \u2014 it\u2019s been a while! Ariel\u2019s on vacation for the next week-plus, which means I get to tap in again and do my best impression of your usual host. Today, I chat about Clubhouse\u2019s big revamp, Panera adding a branded sound, and PRX Productions boosting its output through a new partnership. 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