In March 2020, a new app suddenly arrived on the block. It was called Clubhouse and described as a “social audio” app that enabled its users to have real-time conversations in virtual “rooms” that could accommodate groups large and small. For a time in that disrupted, locked-down spring, Clubhouse was what Michael Lewis used to call the “New New Thing”. “The moment we saw it,”burbled Andrew Chen of the venture capital firm Andreessen Horowitz, “we were deeply excited. We believe Clubhouse will be a meaningful addition to the world, one that increases empathy and provides new ways for people to talk to each other (at a time when we need it more than ever).”
The app could not have come at a better time for social media, he continued. “It reinvents the category in all the right ways, from the content consumption experience to the way people engage each other, while giving power to its creators.” His firm put $12m of its (investors’) money behind Chen’s fantasies and followed up a year later with an investment that put a valuation of $1bn on Clubhouse, which would have made it one of the “unicorns” so prized by the Silicon Valley crowd.
This endorsement by an ostensibly serious venture capital firm undoubtedly helped to boost the hype about Clubhouse, but the main drivers – snobbery and elitism – had little to do with funding. In the beginning, for example, the app was only available for the iPhone (the BMW of the smartphone market) and membership was by invitation only. If you were lucky enough to be invited, then you could pass on an invitation to one friend. A generous colleague of mine extended hers to me and I went about signing up, until I discovered that the app unconditionally demanded access to all the contacts on my
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