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Ever since the Mark Zuckerberg popped up on Clubhouse two months ago, there has been little doubt that he had something up his sleeve.
The social media company unveiled new audio projects, partnerships and creator tools on Monday, signaling that it wants to be a serious player in social audio and podcasting.
In an interview with journalist Casey Newton on the Sidechannel Discord server, Zuckerberg laid out a five-pronged salvo into the audio space that includes new audio creation tools, an infinite scroll feature of audio clips called Soundbites, on-platform podcasts, live audio rooms like on Clubhouse and a music partnership with Spotify currently called Project Boombox.
It’s too soon to call this a “pivot to audio” a la Facebook’s now-infamous algorithm change that took publishers along a disaster course of prioritized short-form video a few years back.