The Musk effect proved its efficiency once again! Since Elon tweeted about joining Clubhouse and hosting a meeting, the app gained a couple of milion new users.
On Clubhouse tonight at 10pm LA time
— Elon Musk (@elonmusk) January 31, 2021
Of course, we should also give credit to the Clubhouse’s marketing team, which managed to develop a brilliant digital marketing campaign.
In the last 3 months, the hype around the social app Clubhouse reached it’s peek. The platform became platform thanks to its brand strategy going for exclusivity, inaccessibility and selectivity. But how did they do it? Let’s take a look.
What is Clubhouse?
Clubhouse is a new social media app for audio chat.
Users can register online only if invited and reffered from a friend. Once they join, they can create or join rooms and talk about.
No video calling is avaiable at this point, so the main way to interact with others so far is by turning on your microphone and joining a discussion.
What you need to know about Clubhouse
- So far it’s an invite-only app
- So far it’s available only for iOS devices
- The UI is not that impressive
- It’s still easy to gain a following
Is Clubhouse only for celebrities?
At the very beginning a lot of A+ celebrities were invited to the social media, as part of the marketing campaign. Now you can join only with an invite from someone.
How to join the Clubhouse app?
There are two ways to join the Clubhouse app – by accepting an invite or by claiming your username in advance and joining the waiting list. Users in the waitinglist need to wait until the official public release of the platform is up.
How to receive an invite for Clubhouse?
You need know someone who already has an account in Clubhouse in order to recieve an invite from them. I suggest that you claim your username even if you don’t know anyone on the app.
I have free Clubhouse invites which you can use for registration. My username on the app is @stefcheva and you can contact us on Instagram if you are still searching for a Clubhouse invite.
What do you do in Clubhouse?
- Once you are accepted into the Clubhouse app, you can choose from a list of interesting topics for discussion.
- After that, you can follow users based on your interests.
- You receive a personal feed of active and coming up meetings
- You can join or host meetings at all times
- You can also add more information about yourself and engage with other users by following or messaging them
How to join rooms in Clubhouse?
You can join rooms in Clubhouse by selecting the ones on your feed. You can also select the “Explore” page and find new interesting topics.

How to start a room in Clubhouse?
To start a room in Clubhouse you need to select the green button on the homepage “Start a room” and then, select whether it’s going to be Open for everyone, Open for your Social Following, or Private and accessible only via link.
Who can host a meeting and create rooms in Clubhouse?
Everyone can host a meeting and create rooms in Clubhouse. But not everyone can host a “Club”.
How to host a Club on Clubhouse?
In order ot host a Club in Clubhouse you need to be an active user on the app.
First, you need to host a meeting and create at least one room for 3 weeks in a row. Then, the app itself will suggest that you create a Club on a certain topic. You then need to fill in a form. After that, Clubhouse will take a look at your request. If approved, you will have your own club.
How to take part in a room and speak in a meeting?
Everyone who joins the voice chat rooms is on mute by default. In order to stop any spam and annoying noise in the chatroom, users need to tap on the button “raise hand” before speaking. Then, the speakers/moderators of the chat decide if you can join the discussion and eventually, give you permission.

How to invite someone to Clubhouse?
- Make sure your friends’ phone number is added to your contact list
- Click on the “message” button on the header menu
- Scroll through your contact’s list, find your friend, and select invite
Who created Clubhouse?
Clubhouse is created by the company Alpha Exploration Co. This company is founded by Paul Davison and Rohan Seth. It started as a startup which was then funded with an investment worth of $12 million by the venture capital firm Andreessen Horowitz.
Most probably the app will evolve. My prediction is that it will add a video call feature.
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Up the great staircase trooped the 2,500 guests,
resplendent in tiaras and jewels or white tie
and tails, to be greeted by their hostess, the Marchioness of Londonderry, glamorous in a clinging black satin Paris dress.
Either side of her impressive cleavage gleamed great swathes
of diamonds. Round her neck hung a heavy row of pearls that
fell below her waist. On her head was the largest of the
Londonderry tiaras, so big it was known in the family as ‘the fender’.
Pale rays illuminate the top-lit gallery of Londonderry
house
Beside her stood her handsome husband Charles, the seventh Marquess of Londonderry, and the Prime Minister, Lloyd George.
That November night in 1919 was Edith Londonderry’s first Eve of Parliament reception, a tradition that
continued for 20-odd years.
The Marchioness of Londonderry wears ‘the fender’ to greet guests,
1934
Londonderry House, like many of London’s great houses, was built
for entertaining. In the 18th and 19th centuries, most aristocrats and others who lived on their estates for much of the year had a town house to which they migrated for ‘the Season’ – those summer months filled with balls and parties, when débutantes were presented at court
and launched into ‘society’ in the hope of making a splendid marriage.
The ballroom, Devonshire House
These houses were as magnificent as their owners could manage.
Built and decorated by the most talented of the
age, they were sumptuously furnished – walls were hung with silk, damask and wonderful paintings –
and often embellished with marble statuary.
The mustard-yellow drawing rooms of Londonderry
House were filled with blue Sèvres vases and gold plate; in the
entrance hall stood a Canova statue of Theseus and the Minotaur
(now in the Victoria and Albert Museum). Suites of rooms, with a
ballroom at one end, could be flung open for entertaining.
Georgiana Cavendish (1757-1806), a lover of gambling – and threesomes
Today most of these palatial mansions have been pulled down or turned into blocks
of flats. With their disappearance went their furnishings,
objets and paintings. But what their wonderful rooms
looked like can be seen in London: Lost Interiors, a book compiled from superb
black-and-white photographs of these amazing houses,
some of which belonged to aristocratic landowners,
others to plutocrats or society figures.
The drawing room, Grosvenor House
Most of the townhouses – those used for the Season rather than permanent residences – were clustered round Park Lane, Mayfair or
on Piccadilly, like Devonshire House. Here once
lived the fifth Duke of Devonshire and his wife Georgiana (pronounced jaw-janer),
whom he had married in 1774 when she was just 17. She was a celebrated beauty who quickly became
a leader of fashion, famous for her towering hairstyles three
feet high, decorated with birds, fruit, even ships in sail.
The couple spent 20 years in a ménage à trois with Lady Elizabeth Foster, Georgiana’s close friend, who was also the Duke’s mistress.
Meanwhile, Georgiana’s gambling led to mounting debts:
on her death in 1806 they were found to be the equivalent
of £4 million in today’s money.
The rich, restless second Duke of Westminster, AKA
Bendor, in his 20s
Another Park Lane mansion was Grosvenor House, belonging to the dukes of Westminster and one of the largest in London, as befitted
the family’s status and wealth (their huge fortune came from their ownership of
Mayfair). Bendor, the blond and handsome second duke (1879-1953) was known as one of
the richest men in England, lavishing jewels on his mistresses, chief among whom
was Coco Chanel.
The picture gallery, Grosvenor House
A restless soul, Bendor would arrive without warning at any of his houses (or yachts).
All were kept ready: cars fuelled, silver polished, servants in livery.
But after the First World War, during which Grosvenor House had been requisitioned as a hospital,
land prices had risen so high that even for Bendor it had become uneconomic and he sold it.
It was demolished in 1927 and the Grosvenor House Hotel was
built on the site.
Designer Oliver Messel, Devonshire House, 1934
At the other end of the scale was 8 Pelham Place, the South
Kensington home of Cecil Beaton from 1940 to 1975.
Superbly furnished by this brilliant photographer, it was described loftily by the diarist
Chips Channon (for whom the word ‘snob’ could have been invented – in his
diaries he declares, ‘I am only really happy with royalty’) as ‘a tiny
but super-attractive snuffbox of a house’. Beaton, himself no
social slouch, ran him close: at his parties the women often wore stiletto heels, which pitted the floor, and later he would point
them out, saying, ‘That’s Princess Marina, that’s
Julie Andrews, that’s Vivien Leigh…’
French furnishings at 8 Pelham Place, the South
Kensington home of Cecil Beaton
Beaton’s near neighbour in Pelham Place, until the mid-60s,
was the great stage designer Oliver Messel. When Messel’s
nephew Tony Armstrong-Jones (later Lord Snowdon) became engaged to Princess Margaret, Messel laid on a lunch, asking the Princess
if there was anyone she would particularly like to meet.
She said she had always greatly admired the witty cabaret star Bea Lillie and so Messel invited her.
What none of them knew was that Bea Lillie had a drinking habit.
At the end of lunch she slid quietly under the table and was carried upstairs to sleep it off.
Tony and the Princess took their leave and Messel rushed back to his studio, where he was busy with fittings for Elizabeth Taylor, only to
be interrupted by a telephone call.
Cecil Beaton at home in Pelham Place, 1947
‘It’s Kensington Police Station here, Mr Messel,’ said the voice at
the other end. ‘We thought you ought to know that there’s
a naked woman on your balcony, throwing bottles at
everyone who passes by.’
Among the last of these fascinating residences to survive was the
aforementioned Londonderry House. Throughout the 20s and 30s it had seen receptions and balls, hosted by
the Londonderrys for their four daughters and two granddaughters.
When eventually it had to go, in July 1962, a farewell party for 300 was given by Alastair, the 9th Marquess.
Live sounds were supplied by a blues band featuring a swaggering young Mick Jagger, no less –
presaging the rise of a whole new swinging London generation.
London: Lost Interiors by Steven Brindle is published
by Atlantic, £50. To order a copy for £42.50 with free UK delivery until 22 December, go to
mailshop.co.uk/books or call 020 3176 2937.
historic england, getty images