The war in Ukraine revives the Clubhouse spirit… in Russia – Teller Report

Two years ago, in the spring of 2020, as the world suddenly shifted into Covid, Clubhouse was born. This application makes it possible to create spaces where users meet, potentially by the thousands, to discuss topics defined by users of the platform. And discuss is the right word, since the exchanges are made exclusively in words. No text, no video. In the era where, even before the pandemic, audio was making a comeback, the application was promised a bright future. In fact, with a multitude of podcasts springing up every day, we have, in recent years, rediscovered the power of this high cognitive intensity medium, the voice, which conveys both a strong summary of information and a full range of emotions. This no doubt explains the undeniable success of radio, itself born exactly a century ago.

Clubhouse, therefore, had a dazzling start using proven marketing techniques: for example, to provoke rarity and the impression of belonging to a closed and chic club. To be available initially only on iPhone, with a personal invitation to access the different spaces. We heard the voices of Mark Zuckerberg, boss of Facebook, or rapper Drake. The whole world now went hunting for invitations and could find them on eBay for the modest sum of 400 dollars! This phenomenon has obviously not escaped Silicon Valley investors and, as early as May 2020, the two founders, Paul Davison and Rohan Seth, former Googlers, had received 12 million dollars from the famous fund Andreessen Horowitz, valuing the company at $100 million. The users were there: from 600,000 at the end of 2020, their number passed the 10 million mark two months later…

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The war in Ukraine revives the Clubhouse spirit… in Russia – Teller Report


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