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The audio app Clubhouse is building direct ways for creators to make money on its platform, but some new startups are beating it to the finish line.
The live-discussion app, which was recently valued at $4 billion, has made audio the hottest topic in the creator economy in recent months and has given rise to a diverse cast of new internet stars.
Some brands and marketers have begun to realize the marketing potential of Clubhouse and are paying creators for sponsored rooms. Now, social-media agencies and startups — such as Izea and Audio Collective — have begun to build features to get a piece of the emerging market.
The latest of these is Clubmarket, a marketplace for Clubhouse creators and brands to find each other and collaborate on sponsorships. The startup was cofounded by three entrepreneurs in Tel Aviv, Israel: Tomer Dean, Peleg Aran, and Tal Hacmon.
Clubmarket officially launched in March and has been accepting applications from Clubhouse creators. Since opening applications, Clubmarket has received over 500 inquiries from creators and from over 100 brands, Dean said.
Clubmarket announced on Tuesday that it had signed 25 Clubhouse “clubs” to its network. Clubs are groups of users formed around a certain topic, typically founded by one or a few creators. Each club can have members (who can start rooms) and followers (who can join rooms). While clubs can have hundreds of thousands of members, it’s the club founders who are doing these brand deals.
“We saw that brands, when they come to advertise, they’re not looking for a creator,” Dean said. “They want the following of a club.”
The earliest users of Clubmarket’s marketplace include some of the founders of the biggest clubs on Clubhouse, which range in topics from entrepreneurship to mental health to pet care. Brands can work directly with clubs and their owners, such as Christina “Xtina” Holder, who founded the Womxn in Business club (which has about 200,000 followers and 100,000 members).
Holder said that Clubmarket had helped her secure two brand sponsors for her club so far, with a few more in the works.
Other clubs the platform has signed include the Human Behaviour club — founded by the entrepreneur and lifestyle-medicine doctor Sohaib Imtiaz — which is the largest club on Clubhouse in terms of followers (about 460,000 followers and 25,000 members). Imtiaz, who lives in the UK, said that Clubmarket has …read more
Source:: Business Insider