This summer, Spotify launched its live audio app and its clubhouse rival Spotify Greenroom, with the promise of receiving more programming in the coming months to expand on what was then mostly user-generated live content. Today the company is fulfilling that previous commitment by introducing six new shows on Spotify Greenroom that focus on pop culture and music, in addition to what Spotify calls “playlist-inspired shows” – those that are inspired by Spotify’s own playlists .
This includes a new show based on the popular Lorem playlist, launched in 2019, that features an eclectic mix of music that includes indie pop, R&B, garage rock, hip-hop and more, aimed at a younger Generation Z audience. This playlist has over 884,000 “likes” on Spotify today and has become one of the places where new artists can break through on the platform. Now Lorem listeners are being connected to “Lorem Life,” a Spotify greenroom show that offers a mix of culture and discussions about music, the environment, sustainability, fashion and space, Spotify says. The show will be hosted by Gen Z influencers and TikTok stars, Dev Lemons and Max Motley, who will exchange ideas with other artists and influencers. It will begin broadcasting Wednesday, September 15, at 9 p.m. ET.
Another new “playlist-inspired” show is “The Get Up LIVE”. If the name sounds familiar, it’s because “The Get Up” was introduced last fall as Spotify’s own take on a daily morning show by mixing music with talk-style radio-style content led by presenters, discussing news, pop culture, entertainment and other topics. So far, however, this content has not been made available as a live program. Instead, the show was pre-recorded and then made available as a playlist giving listeners the feel of a daily FM radio broadcast. Now “The Get Up” co-hosts Kat Lazo and Xavier “X” Jernigan will be taping their show live on Greenroom starting Wednesday, September 15th at 11am ET.
This strange time seems to contradict Spotify’s original intent to put on a show for those who commute to the office. But with the rise in remote working in the face of the never-ending pandemic, targeting the commuter audience with the new program might be of less interest. However, Spotify informs us that “The Get up LIVE” will complement the daily show, which will continue to run as usual – so it will air later.
Other new Greenroom shows include “A Gay in the Life,” hosted by the couple, actor Garrett Clayton and writer and educator Blake Knight, who will discuss LGBTQIA + news and topics (weekly, 8pm ET, starting today) ; “Take a Seat,” hosted by Ben Mandelker and Ronnie Karam from the “Watch What Crappens” podcast, which summarizes reality shows and delves into other fascinations of pop culture (weekly, 10pm ET, starting today); “The Movie Buff,” hosted by movie buff and comedian Jon Gabrus, who will review and break down the latest hot movies (weekly, 11pm ET, starting today); and “The Most Necessary: Live,” an addition to Spotify’s “Most Necessary” playlist, in which host B.Dot will discuss hip hop advancers (weekly, 9:00 pm ET, starting Tuesday).
In addition to the new programming, Deuxmoi’s show “Deux Me After Dark” will air tonight (September 13th) at 9:00 pm ET to share with guest Hillary Kerr, co-founder, the looks and gossip on the red carpet of this year Met Gala to summarize who wears what.
Credit: Spotify
Greenrom is now available to listeners in over 135 global markets and has quietly expanded with live audio from the sports site and podcast network “The Ringer” as well as artists such as Pop Smoke, the company said. Other programs added include Men In Blazers, Deaux Me After Dark, True Crime Rewind, and Ask The Tarot. Many of the shows are also released on demand after the live show ends.
The app had started slower this year as its roots lay in live programming of sports talks that weren’t necessarily related to Spotify’s music fans. In addition, it is facing increasing competition not only from the clubhouse that inspired its establishment, but also from other top social networks such as Facebook, Twitter, Reddit, Discord and more. With no dedicated programs to pique users’ interest in yet another live audio app, just over a month after launch, the company had only seen 141,000 new downloads for Greenroom on iOS and fewer on Google Play. However, Spotify’s long-term vision for the service was to tie Greenroom more closely to the music, artists, programs, and podcasts already available on its flagship music streaming app – and these new shows are an example of that plan as a matter of fact.