Spotify Goes After Live Audience Space With Locker Room Acquisition

Spotify is accelerating its move into the live audio space with its acquisition of Betty Labs, the creator of the sports talk show app Locker Room, Spotify said in a press release on Tuesday (March 30).

The Locker Room app launched in October 2020 as a digital place sports fans could connect to discuss games. Spotify said it has plans to expand Locker Room beyond sports, and offer a mix of music, culture and more.

“Creators and fans have been asking for live formats on Spotify, and we’re excited that soon, we’ll make them available to hundreds of millions of listeners and millions of creators on our platform,” said Gustav Söderström, chief research and development officer at Spotify.

“The world already turns to us for music, podcasts, and other unique audio experiences, and this new live audio experience is a powerful complement that will enhance and extend the on-demand experience we provide today,” Söderström added.

Spotify held its first interactive Stream On event last month as it looks “to further unlock audio’s potential.”

In the coming months, the Swedish audio streaming platform has its expansion plans set on the possibilities of the live audio space. It is seeking to enhance the Locker Room user experience and reach a broader base of creators and fans. Advanced interactive features will be implemented to bring the creator and fan relationship into the live arena for real-time connections. Global voices from all professions will also get a chance to host live discussions and debates.

Betty Labs founder and chief executive officer (CEO) Howard Akumiah said the company is looking forward “to building the future of audio” as part of Spotify.

Spotify expanded into the video space in July 2020 to give creators an expanded suite of tools to reach fans. Video podcasts were launched as a way to expand content offerings while people locked down during the COVID-19 pandemic.

The internet’s worldwide acceleration into the far reaches of even the most remote regions has helped expand the stage for musicians and other performers typically bound by geography. The pandemic only helped propel the growing popularity of the virtual stage. In an October interview with PYMNTS, Arjun Mehta, co-founder and CEO of live streaming digital platform Moment House, said that this is likely the first time in history where every artist became a global artist by default.