Live conversations · 2021
🎙️ Building a breakout format during the brief and beautiful Clubhouse era
Created and hosted a recurring interview format that grew into one of the most visible Russian-language communities on an emerging platform.
- 50+
- sessions
- 150M+
- total listens across platforms for created content
Challenge
What needed solving
The platform was new, unstable, and full of noise. The real task was to find a native social format before anyone had a proper playbook for it.
Method
The working logic behind it
- Internet-native proof loops
- Cultural wedge strategy
Story
How it unfolded
The format began almost accidentally: a room called ‘Who is he and why is he needed?’ turned into a repeatable way to introduce public figures through live, horizontal conversation.
At a moment when the platform still had few established rules, the project found a native format and scaled quickly.
Evidence
How this can be verified
- Public interview: The Bell documented the scale and visibility of the format. · status: public_supporting_links_available · source: media_mention
What this proves
Why this case matters
- Can spot native behavior on emerging platforms before the rules are stable.
References
What can be checked outside this page
- The Bell: Anatoly Kapustin and the rise of Clubhouse
- Media mention: The Bell covered the project as a platform-native phenomenon. · public