Ted Baker is set to become the first fashion label to host a series of regular talks on new audio drop-in platform, Clubhouse.
Set to take place over the course of six weeks, on Wednesday evenings at 7:30pm (BST), the London-based brand will compere an audio room to discuss British culture and fashion with Abraxas Higgins, a former Wall Street exec and founder of 9AM in London.
Confirmed guests scheduled to participate in upcoming episodes and discussions include actress Greta Bellamacina, and recording artist Kojey Radical – both of whom appear in Ted Baker’s most recent ad campaign for its new MiB Collection.
The brand will also make the most of the Clubhouse link by republishing each session as a podcast series – Ted Baker Club Presents: Conversations in Culture – which can be streamed and downloaded via Apple Podcasts/ Spotify.
“We see Clubhouse as an opportunity to experiment with new and innovative digital formats and develop our cultural capital,” Jennifer Roebuck, Ted Baker chief customer officer, said in a statement.
Drop-in Audio Chat
Launched in April 2020, Clubhouse is an invitation-only audio-chat iPhone app, that facilitates and allows auditory communication for groups of a few individuals to up to over 5,000 people. Users can listen in on conversations, interviews and interesting discussions on various topics, with a diverse range of experts and personalities – similar to a podcast, but with each broadcast happening live.
With more than two million users active every week, and celebrity members including Oprah Winfrey, Drake, Kanye West, Elon Musk and Mark Zuckerberg, fashion brands and media companies now find themselves tasked with the challenge of finding ways to authentically incorporate the app into their existing social media strategies.
In May 2020 the Clubhouse app, founded by Paul Davison and Rohan Seth of Alpha Exploration Co., was valued at nearly $100 million. By January 21st, 2021 the valuation reached $1 billion.
