Riff is a cross between livestreaming apps and (with its ‘rooms’ structure) Clubhouse. The app is also the recipient of a $4m funding round from investors including three music companies: Quality Control Music, Empire and Top Dawg Entertainment.
Quality Control’s chief executive officer Kevin Lee will also be joining Riff’s board as part of the investment.
Riff is keen to get more music artists using its platform, so the investors’ rosters may be as strategically important for its growth as their money.
As with other social video apps like TikTok, Riff has also been flagging up what music is trending on its platform: currently tracks by NLE Choppa, Kane Brown and Saweetie top the list – aided by the fact that they have appeared in streams on the app.