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PRWeek
March 19, 2021 // PRWeek  //       //  Agency News

Clubhouse Lessons For Brands From Demi Lovato

Singer Demi Lovato has been on a media blitz this month with interviews in The New York Times and Glamour to promote her YouTube Originals docuseries, “Dancing with the Devil.” 

But when it came to her forthcoming album, “Dancing With the Devil … The Art of Starting Over,” Lovato chose a relatively nascent channel to announce it: Clubhouse, the audio-only, invite-only chat app that has been growing like wildfire. 

The pop star invited her 55 million followers on Twitter to join her on the app, where she revealed the album to a “room” of fans and industry influencers, including producer Scooter Braun, who teased that Lovato might make an album announcement on Clubhouse to his 3.7 million Twitter followers. 

Entertainment Weekly was among the media that listened in, reporting that she told Clubhouse users, which reached 7,000 during the 75-minute event, that her new album follows “the course of my life and the path it’s taken over the past few years.”   

[Note to brands: while chats aren’t recorded, consider anything anyone might say as on-the-record!] 

Since its launch almost a year ago, Clubhouse has amassed more than 20 million registered users, according to a March 16 update from independent researcher Vajresh Balaji. The app, which is still in beta, invites users to listen in on chats being held in real-time on an array of topics.  

It is also interactive: users can “raise their hand,” have their mic unmuted and add their two cents to the room.  

Jeremy Rosenberg, partner and president of marketing innovation for North America at Allison+Partners, says it’s no coincidence that Clubhouse has taken off during the pandemic.  

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