Clubhouse hires Chelsea Macdonald to lead entertainment partnerships – The Hollywood Reporter
Clubhouse strengthens its reach in Hollywood with the hiring of Chelsea Macdonald as the new head of entertainment partnerships for the live audio platform.
Macdonald, which kicks off September 27, will work with established and emerging talent, as well as streamers and studios, to develop their strategies on Clubhouse. Most recently, she was Director of Entertainment Partnerships at Community, the text messaging startup that enables celebrities and businesses to send messages directly to their fans and audiences, where she helped develop marketing strategies through SMS for HBO Max and Showtime in shows like the Gossip Girl restart and Shameless.
Prior to Community, Macdonald worked on entertainment partnerships on Instagram, where she identified emerging talent and collaborated with stars like Millie Bobby Brown, Lana Condor, Noah Centineo, Joey King, Yara Shahidi, Charles Melton and Jacob Elordi on their platform strategies.
When it comes to bringing talent and new audiences to the Clubhouse, Macdonald said Hollywood journalist she focused on two approaches: identifying the people who are making waves among Gen Z and getting the “influencer influencers” – figures like Dwayne Johnson, Will Smith and the Kardashians.
“Once you have someone prolific like the third [most-followed] Instagram account doing something on another platform, which usually spills over into the rest of the ecosystem, ”she said.
But in addition to bringing in individual stars, Macdonald said she was excited to dive into the “white space” of the entertainment industry and help studios and talent get creative in a relatively new medium.
“Live audio is very intimate in a very different way, and when I work with particular talent, they always want to do something new,” she said. “Because there is so much white space, because there are so many firsts to be had on Clubhouse, I think it would be the pitch. Let’s do something that no one else has done before.