Sesame Summit 2026 – application open

Clubhouse for Events

And for professional event organizers: is it the right tool for serendipitous, casual breakout rooms that are missing so heavily in today’s remote-first, pyjamas-driven conference market?

There’s been a lot of hype and debate lately about Clubhouse, the app for drop-in audio chat that made headlines with their massive growth and funding round at $1B valuation in less than a year after launching.

I recently spoke about it on a PIRATEx Deep Dive podcast #GrumpyBen #Luddites

YouTube

You can get the podcast version as well:

Let’s review what the hype and debate is all about, including a few considerations around data ownership and network effects that should be relevant to everyone involved in events – whether you are experiencing Zoomitis or not.

Clubhouse’s Inevitability
Clubhouse will do for audio what Twitter, Instagram Stories, and TikTok did for text, images, and video.
blank

Running events on Clubhouse 101

Let’s make one thing clear: it’s super easy and convenient to setup an event on Clubhouse. Two clicks and you’re done.

No video, no slides and very little scripting. It’s intuitive and the barrier to entry is so low that even the most PR-reluctant speakers are now jumping on the bandwagon.

Events are rooms, meaning that they are a temporary space made up of a collection of hosts/moderators and speakers that gather either spontaneously (more on that below) or at a scheduled time in front of a non-registered, free-flowing audience.

Listeners can join these rooms/events and raise their hands if they want to ask questions or “jump on stage” to join the conversation. They can leave whenever they want. Then the time is over and the event is gone.

You can tap to create a community within the app if you’re running ‘clubs’, the equivalent of a slack channel or telegram group for live event planning. Moderators of clubs get some permissions, such as hosting events on behalf of the club. You need to host at least one weekly event for 3 weeks in a row to get your own Club.

All the members get notified when an event is happening or when members of the club are joining events. The amount of notifications triggered by the app is currently insane.

The recent participation of Elon Musk in a Clubhouse event broke the platform’s limit of 5,000 attendees per room and hinted at the platform’s potential in the event market with hundreds of rooms and YouTube channels streaming the conversation live.

Artists are also taking over over the platform with live DJ sets and music performances. It isn’t that easy to broadcast live music on a mobile app but you can make it happen if you really want.

How to perform live music on Clubhouse – James McAulay
A quick guide for anyone who wants to get high-quality audio (live music, spoken word, or something else entirely) into Clubhoue.

The FOMO is real

I won’t get into the history of Clubhouse and how it took the world by storm, especially in Europe within the past few weeks.

Instead, check out the links below to get a comprehensive view of the origins of the platform in Silicon Valley back in April 2020 and how it was already so “popular” within the technology bubble before its launch on the App Store in October 2020. With barely 10K users, it seemed like everyone on my Twitter Feed was already there.

The Secret History Of Clubhouse, Part 1 – The Beginning
How it started : Innocently, after a root canal.
blank

The Secret History of Clubhouse Part 2 – The Mooch and The Filibuster
Is Ben Shapiro being audibly short really an existential threat?
blank

As usual with a new, popular platform there is also a lot of detractors. One key aspect that caught my attention was pointed out by Jason Calacanis on Capiche.fm, a Clubhouse competitor.

EP 8: clubhouse at $1b, and black culture building — but not owning — clubhouse
EP 8: clubhouse at $1b, and black culture building — but not owning — clubhouse

Clubhouse managed to build a very diverse community from Day 1, onboarding celebrities from the entertainment and sports industries.

It’s fair to ask if a team of privileged entrepreneurs and investors out of Silicon Valley are the best ones to build a community that resonates within today’s black culture – or not? We can also question the fact that another attention-grabbing social network is being built out of Silicon Valley, where Facebook, Google and other addictive products are designed with the negative impact on society that we recently witnessed.

So the question is more about the opportunity for creators and the new generation of entrepreneurs to get their voice heard in this uncharted territory.

Without the pressure of getting under the spotlight and travelling to international conferences to raise your speaker profile, Clubhouse could be levelling down the playing field.

It opens the door to new voices that can craft their message and grow their following before stepping into the established conference circuit.

Sounds good to me.

However, I tend to think – as an event organizer – that not everyone should be a speaker. It’s not because you have access to a microphone that your message is valuable to the audience and the lack of curation and scripting is one of the biggest issues that I see in this initial phase of the platform.

Events with serendipity

What’s so good about Clubhouse for events?

It’s serendipity.

No need to plan ahead, or if you love to plan but don’t have much time then you can plan a panel in less than an hour. I got invited on a Sunday night for a session scheduled to take place on a Tuesday at 1PM. It’s a lot of time for planning in this new, always open digital event market.

The kind of events being broadcast on the platform go way beyond B2B as you can imagine.

As someone who deals with a lot of event organizers, I’ve seen a growing interest in this platform being triggered by the need of more spontaneous, conversational formats that seem unlikely to happen within robust virtual event platforms like Hopin, Swapcard or Balloon.

What if we could host breakout sessions after panels within Clubhouse?

Sounds like a perfect plan for most event planners. Easy to host, even last minute. Engaging, expanding your audience beyond registered attendees, thanks to powerful network effects.

Established event organizers like SaaStr have already used this format and they seem happy with it.

Isn’t it the consequence of our own incapacity as event organizers to reinvent live event formats online?

I’m not sure wether the hype around voice-first events will last long. But if it does, there will be other platforms fighting for our attention, such as Twitter’s Space.

Data elephant in the (Clubhouse) room

I already spoke and wrote about the challenges of the blinded appraisal of virtual event platforms in a time of pandemics.

Call me old-school or biased but I’m very pro in-person events. While I do believe in the value of digitalization and expect immersive technologies to impact face-to-face interactions in the coming decade, I’m not happy about the disintermediation of the event industry in its current form.

In the professional event space, quality matters.

Curation is hard, it’s not something that some AI-powered technology can replace. At least not for now.

While I can understand that established brands get excited with the newly reconquered freedom from the large and ROI-uncertain tradeshows that milked their dollars away for so many years, I don’t believe that we’re winning more freedom out of it. Quite the opposite.

This is the advent of the Amazon of business networking. A winner-takes-it-all game. Could the event industry avoid a disruption that transformed the retail market so heavily in the last years? Or are we supposed to embrace this Napster moment without a fight?

The main issue for event organizers with Clubhouse – and any other social media – is the lack of ownership. You don’t own your audience there, you’re giving away data to a third party and you’ll never get it back. Same with Substack or Medium.

Feeling bad about your engagement rates and CTR on Facebook? Clubhouse will also be a deceiving platform for your media. I’d rather keep building my audience where I can own it: SMS, email and SEO.

Another issue is the privacy concerns on the user side. Do you really want your attendees to share their contact details with this platform?

Back in June 2020, we witnessed a lot of concern among event organizers around data ownership of virtual event platforms. Basically you’re sharing your attendees data with them and that’s why they are so valuable. They can market other events to your audience, and there’s nothing you can do about it.

We’re in February 2021 and I hear about GDPR-obsessed companies giving away their data to these software companies without even checking the Terms and Conditions. Like a consumer signing up to Clubhouse without realizing that her conversations are being recorded (temporarily) for the sake of safety and moderation.

Welcome to the new event industry. If it’s free, it’s because you’re the product.

you might also like

Fundraising 3 hours ago

Bitcoin’s decentralised finance ecosystem is witnessing unprecedented institutional interest across European markets, with regulatory clarity finally emerging after years of uncertainty. Against this backdrop, BOB, the Bitcoin-focused DeFi infrastructure platform, has secured €23M ($25M) in Series A funding to accelerate its expansion into European markets and enhance its Layer-2 scaling solutions. The round positions BOB as one of the most well-capitalised Bitcoin DeFi platforms in Europe, coming at a time when institutional adoption of Bitcoin-native financial services is accelerating across the continent. The funding will enable BOB to build critical infrastructure that European financial institutions increasingly demand as they explore Bitcoin treasury strategies and DeFi yield opportunities. Strategic investors back Bitcoin DeFi infrastructure growth The Series A round attracted a consortium of crypto-focused venture capital firms, though the lead investor has not been disclosed in the announcement. This investor composition reflects the growing confidence in Bitcoin DeFi as a distinct category from Ethereum-based protocols, particularly as European regulators develop clearer frameworks under MiCA (Markets in Crypto-Assets Regulation). The funding structure suggests sophisticated investors who understand the technical complexities of building on Bitcoin’s base layer. Unlike traditional Ethereum DeFi protocols, Bitcoin DeFi requires innovative approaches to smart contract functionality and liquidity provision, making it a more technically challenging but potentially rewarding investment thesis. “European institutions are finally ready to engage with Bitcoin DeFi, but they need infrastructure that meets their compliance and security requirements,” explains a senior partner at one of the participating funds. “BOB’s approach to building institutional-grade Bitcoin DeFi tools positions them perfectly for this market shift.” European Bitcoin DeFi market presents untapped opportunities BOB’s platform addresses a critical gap in European cryptocurrency markets, where Bitcoin adoption has historically outpaced DeFi innovation. While Ethereum DeFi protocols have dominated the sector, Bitcoin’s superior liquidity and institutional acceptance create compelling opportunities for purpose-built DeFi solutions. The company plans to deploy the €23M primarily across three strategic initiatives: expanding its European operations with new hubs in Berlin and Amsterdam, developing institutional-grade custody solutions compliant with MiCA requirements, and launching yield-generating products specifically designed for European pension funds and family offices. “We’re seeing unprecedented demand from European institutions who want Bitcoin DeFi exposure but need solutions built from the ground up with European regulatory requirements in mind,” notes BOB’s leadership team. “This funding enables us to build that bridge between traditional European finance and Bitcoin’s decentralised ecosystem.” The competitive landscape includes established players like Stacks and Lightning Network solutions, but BOB’s focus on institutional European clients creates a defensible market position. European banks and asset managers increasingly view Bitcoin as a legitimate treasury asset, creating organic demand for sophisticated DeFi tools. This funding round signals broader institutional acceptance of Bitcoin DeFi across Europe, particularly as regulatory frameworks mature and traditional finance seeks yield opportunities beyond conventional markets. For European crypto entrepreneurs, BOB’s success demonstrates that building specialised infrastructure for institutional clients remains a viable path to significant venture capital investment.

Fundraising 3 hours ago

The artificial intelligence revolution in European deep tech is accelerating at unprecedented pace, with physics-based AI emerging as the next frontier for computational breakthroughs. London’s PhysicsX exemplifies this trend, having just secured €133 million in a Series B extension that brings the company tantalizingly close to unicorn status. The round, which includes strategic backing from NVIDIA’s venture arm, underscores how European AI startups are positioning themselves at the forefront of next-generation computing paradigms. Founded by former DeepMind researchers, PhysicsX has carved out a distinctive niche in physics-informed machine learning, a domain that promises to revolutionise everything from materials science to climate modelling. The substantial funding injection reflects growing investor confidence in European AI capabilities beyond the consumer-focused applications dominating Silicon Valley discourse. Strategic AI physics Series B extension attracts tier-one backing The Series B extension was led by Atomico, the London-based venture firm known for its deep tech expertise and European market insights. The round’s strategic significance extends well beyond capital injection, with NVIDIA’s participation signalling the chip giant’s recognition of physics-based AI as a critical computing paradigm. This marks a notable validation of European deep tech capabilities by one of the world’s most influential technology companies. Atomico’s involvement is particularly telling given the firm’s track record with European unicorns including Klarna, Supercell, and MessageBird. Partner Mattias Ljungman noted in the announcement: “PhysicsX represents the convergence of fundamental physics and artificial intelligence that will define the next decade of computational innovation. Their approach to physics-informed neural networks offers unprecedented accuracy in complex system modelling.” The investor consortium reflects a sophisticated understanding of the deep tech landscape, combining financial capital with strategic expertise in AI acceleration and European market expansion. This blend of investors positions PhysicsX advantageously for both technological development and commercial scaling across fragmented European markets. Physics-informed AI tackles European industrial challenges PhysicsX’s technology addresses a fundamental limitation in current AI systems: the inability to incorporate physical laws and constraints into machine learning models. Their physics-informed neural networks promise dramatic improvements in accuracy for applications ranging from automotive simulation to renewable energy optimisation—sectors where European companies maintain global leadership. The company’s European positioning offers distinct advantages in navigating the EU’s emerging AI Act, which emphasises transparency and explainability in artificial intelligence systems. Physics-based models inherently provide greater interpretability than black-box alternatives, potentially offering compliance advantages as European regulations crystallise. CEO and co-founder Robin Chaux outlined the funding deployment strategy: “This extension allows us to accelerate our research whilst building the commercial infrastructure needed to serve European industrial customers. We’re seeing unprecedented demand from automotive, aerospace, and energy sectors for physics-accurate AI solutions.” The company plans to establish additional European offices and expand its team of physics-AI researchers, addressing the continent’s growing appetite for explainable artificial intelligence solutions. With European industries facing increasing pressure to optimise efficiency whilst meeting stringent regulatory requirements, PhysicsX’s approach resonates strongly with corporate buyers seeking competitive advantages through advanced simulation capabilities. This funding milestone reinforces London’s position as a premier destination for deep tech innovation, whilst demonstrating how European AI startups can attract world-class investors through differentiated technological approaches. The physics-AI convergence represents exactly the kind of fundamental innovation that European venture ecosystems excel at nurturing.

Fundraising 8 hours ago

The European workplace wellbeing sector continues its steady march towards mainstream corporate adoption, with employers increasingly recognising mental health support as critical infrastructure rather than nice-to-have perks. Dost, a workplace mental health platform, has closed a €7.1M Series A round led by Octopus Ventures to accelerate its UK market entry and product development. The funding round signals growing confidence in European mental health tech solutions, particularly those addressing the fragmented nature of workplace wellbeing across different regulatory environments. Dost’s approach combines AI-driven personalisation with human coaching, positioning itself distinctly in a market where US-centric solutions often struggle with European data privacy requirements and cultural nuances. Octopus Ventures leads mental health tech Series A with strategic focus Octopus Ventures’ investment thesis centres on scalable healthcare solutions that can navigate Europe’s complex regulatory landscape whilst delivering measurable outcomes. The London-based VC has been systematically building its healthtech portfolio, with particular attention to platforms that combine technology with human intervention – a model that resonates strongly with European corporate buyers who remain cautious about purely algorithmic solutions. “We’re seeing a fundamental shift in how European employers approach mental health,” explains Hannah Joyce, Partner at Octopus Ventures. “Dost’s combination of cultural sensitivity and clinical rigour makes it uniquely positioned to serve the UK market, where GDPR compliance and clinical governance are non-negotiable requirements.” The round’s composition reflects the maturing European healthtech ecosystem, with Octopus Ventures bringing not just capital but access to their extensive network of enterprise clients and regulatory expertise. This strategic value becomes crucial as Dost navigates the complex procurement processes typical of large UK employers. Platform differentiation in fragmented European wellbeing market Dost’s platform addresses specific pain points in the UK corporate wellness market, where employers face increasing regulatory scrutiny around duty of care whilst managing diverse, often remote workforces. The company’s approach combines real-time mental health assessments with culturally-aware coaching programmes, acknowledging that workplace stress manifests differently across European contexts compared to US corporate environments. The funding will primarily support Dost’s UK go-to-market strategy, with significant investment in local partnerships and clinical governance frameworks. Unlike many Silicon Valley wellbeing platforms that struggle with European data localisation requirements, Dost has built GDPR compliance into its core architecture from inception. “European workplaces demand evidence-based interventions with clear ROI metrics,” notes Dost CEO and founder. “Our platform generates granular analytics that satisfy both HR departments seeking engagement data and finance teams requiring demonstrable productivity impacts. This dual focus on outcomes and compliance gives us substantial advantages over imported solutions.” Current traction includes partnerships with mid-market UK employers, with the platform demonstrating 40% improvement in employee wellbeing scores and 25% reduction in absence rates among participating organisations. These metrics align with broader European trends towards preventative healthcare approaches in corporate settings. This Series A positions Dost within a growing cohort of European healthtech companies that prioritise regulatory compliance and cultural adaptation over rapid scaling. As workplace mental health transitions from discretionary spending to essential infrastructure, platforms that understand European corporate dynamics will likely capture disproportionate value in this evolving market.

Subscribe to
our Newsletter!

Stay at the forefront with our curated guide to the best upcoming Tech events.