Fadia Kader is no stranger to the world of social media. She has built a reputation as a dot-connector and trend forecaster, creating high-impact strategies for platforms at the intersection of technology, music, media and culture. From her role as Senior Manager of Music Partnerships at Twitter to her role as Manager of Strategic Music Partnerships at Instagram, she has worked with some of the biggest names in social media.
Now, Kader has brought his talents to Clubhouse as Global Head of Strategic and Media Partnerships. One of the fastest growing social media apps is Clubhouse, the audio platform that lets users gather in virtual rooms and engage in live conversations about everything from fintech to fashion trends. the fastest. Since launching in April 2020, Clubhouse has amassed millions of users, including thought leaders like Oprah Winfrey, superstars like Drake, and global corporations like L’Oréal Paris.
While Clubhouse was slow to attract professional users at first, Kader and his team are working to establish meaningful collaborations with brands and creators in music, media and technology and to connect these partners to the platform’s growing audience. Kader’s goals include equipping brand partners to use Clubhouse strategically while giving users access to their favorite artists, brands and public figures and creating meaningful moments.
“We have strong vertical leads in thought leadership, entertainment, sports and news media. And our job is to make sure that when people want to talk, they come to talk on Clubhouse,” Kader said.
Kader recognized the impact Clubhouse conversations could have even before he joined the company. While still in her position at Instagram, she was a regular at the Clubhouse rooms, engaging in conversations with peers and like-minded people. With her affinity for identifying the topics, ideas, people and brands that people care about most, she quickly saw the potential in Clubhouse to reveal the innovations that will take off. Since joining the platform, she has continued to connect to Clubhouse rooms to spot trends, partner with brands, and amplify creators who are cutting edge in culture.
“People will tell you what’s cool. Trend forecasting doesn’t start with companies and creative directors or the head of strategic partnerships. It starts with the community. It starts with the creators. And we see that every day on Clubhouse,” Kader explained.
Under Kader’s leadership, Clubhouse was able to create unique partnerships with brands like TED and Netflix. For example, after the release of Netflix’s hugely popular satirical comedy, Don’t look upKader brought in the film’s director, Adam Mckay, to deliver a director’s cut live to a room in the Clubhouse.
While Clubhouse makes it easy to spot what’s popular in music and media, it’s Kader’s unique perspective and experiences that make her so adept at turning trends into successful partnerships and events. A first-generation immigrant who has lived in multiple countries, states, and cities, Kader is no stranger to diversity in people, cultures, and ideas.
“It was like the perfect crash course in how to deal with multiple personalities. It allowed me to successfully deal with talent, public figures and various people,” Kader explained.
Kader also has a wealth of experience in media, music, technology, fashion and culture. Early in her career, she managed up-and-coming hip-hop artists and organized events and spaces to amplify black and brown creations. This work opened doors for her in the media and music industries, including roles at Complex and Def Jam Recordings, in addition to her work with Twitter and Instagram. In each role, she intuitively created role models and developed partnerships that continued long after she was gone.
“I often only realize the impact of these moments after the fact; because in the moment, I’m just working towards something, and it feels good. Afterwards is when I realize that I helped change the whole trajectory,” Kader noted.
But while intuition guides her work, Kader is very intentional about her career pivots. She noted that people often become too comfortable with their success and stay in the same job for decades. But she prefers to move on when she feels she has made a meaningful contribution and opened doors for others.
“The way I know when it’s time to go is not when I’m sent off or things are in a lull. It’s about recalibrating. What did I bring to this role? What did I bring to the table? What opportunities did I present, not only internally but externally, for others? Am I feeling good about the job right now? What next? , based on that, I make a decision,” Kader explained.
Kader isn’t ready to leave Clubhouse just yet. She is delighted to continue to support the platform throughout its development. She is especially proud to continue to grow Clubhouse’s audience and amplify black and brown creators. This work started from within under the direction of Clubhouse CMO Maya Watson. Kader and Watson intended to build a diverse team that understands the culture and experiences of their users.
“We can’t talk about raising these voices, and then the team is not a reflection of the voices and the users of the platform. So we’ve done an incredible job of building a team that’s not only racially diverse, but also 60% of the leadership team are women,” Kader said.
Kader applies this same advocacy lens to his partnership development work at the Clubhouse. When planning collaborations, she is always mindful of a brand’s impact and reflection on the Clubhouse community. She also pays great attention to what creators and the community need to get the most out of the app.
In the two years since its launch, Clubhouse has released several new features that serve creators, users, and brands. Backchannel allows users to send private messages, while room chat allows users to share messages with the whole room. Payments give creators the opportunity to earn revenue from fans on the platform, while pinned links allow creators to attach a link to a room so users can visit external sites.
“Imagine being a young author and just putting your link to your presale for your book. Or an artist who can host a listening party on Spotify or YouTube. These are just a few of the ways we’ve seen payments and pinned links can be extremely productive for our community,” Kader explained.
Other new features give users more ways to share and listen. Clips allow users to capture 30-second audio clips to memorize portions of Clubhouse conversations. Clubhouse also introduced Replays which remedied the ephemeral nature of the app by allowing the community to consume live content later.
“All of these things are based on feedback we’ve heard from our community and our partners. We welcome feedback and work hard to act on it. Coming from places where feedback hasn’t been listened to, it’s nice to work in a place where you know everyone is building with intent.
Despite Clubhouse’s impressive growth, the brand is still in its infancy and Kader is keen to foster partnerships and collaborations with brands and creators who can empathize with the challenges of creating a game-changing brand from the ground up. .
“We’re a two-year-old rig that’s been in continuous growth and momentum. The team has grown from eight people to just under a hundred. We’re building the track and taking the train as we go. But I think social audio has become an important factor in marketing and promoting and building authentic communities, and I’m excited for what’s to come.