Clubhouse Launches Accelerator Program to Boost Content Quality

Facing increased rivalry from platforms like Twitter Spaces, the social audio app Clubhouse is initiating a new program designed to enrich its content offerings. The company revealed plans for “Clubhouse Creator First,” its inaugural accelerator, during a recent town hall meeting. This program will initially support approximately 20 creators in launching their shows.

Providing Creators with Essential Resources

Clubhouse intends to furnish creators with all necessary resources for success. This encompasses equipment such as iPhones, AirPods, and iRigs, alongside promotional assistance, guest booking support, and even personal assistance like childcare. A key component of the program is a guaranteed income for participating creators.

Financial Support Through Sponsorships and Guaranteed Income

CEO Paul Davison emphasized that creator compensation is central to the accelerator experience. Clubhouse will actively seek brand sponsorships for creators, leveraging the growing interest from brands seeking engagement opportunities within the platform.

Should a brand sponsorship prove unattainable, Clubhouse will provide a base income of $5,000 monthly throughout the three-month program duration. This financial buffer aims to facilitate a transition for creators, allowing them to concentrate on their Clubhouse shows and cultivate audience growth.

Hands-on Development and Promotional Support

Clubhouse will actively participate in show development for accelerator participants. The company will offer constructive feedback on content, refine concepts, and assist in securing guests for shows.

Upon show readiness, Clubhouse will connect creators with creative services for promotional material design and potentially provide invites to expand their initial listener base.

Building on Past Successes

The social audio application, backed by Andreessen Horowitz, has already demonstrated success with programs like The Good Time Show, co-hosted by Sriram Krishnan. This show has frequently featured guests connected to the VC firm and attracted prominent figures like Elon Musk and Mark Zuckerberg.

Potential Challenges with Content Moderation

While the accelerator program presents opportunities, it also highlights potential risks related to Clubhouse’s content moderation capabilities. Brands are often wary of associating with problematic content and may withdraw support if issues arise.

Lessons from Other Social Platforms

Past content moderation failures have led to advertiser boycotts on platforms like YouTube and Facebook. YouTube experienced a brand freeze due to inappropriate comments, while Facebook faced a major boycott over the spread of hate speech and misinformation.

Existing Concerns Regarding Platform Content

Despite content guidelines, Clubhouse has faced criticism for allowing misogyny, anti-Semitism, and COVID-19 misinformation. Instances of verbal abuse and harassment have also been reported. Furthermore, concerns are growing regarding scam artists and the dissemination of harmful advice by unqualified individuals.

Addressing Moderation Issues is Crucial

Effective moderation is vital to maintain a brand-safe environment and prevent potential repercussions for Clubhouse. The company must develop strategies to identify and remove harmful content and bad actors.

Application Details and Program Timeline

Applications for Clubhouse Creator First are now being accepted, with a deadline of March 31, 2021.

Additional Announcements from the Town Hall

Alongside the accelerator program, Clubhouse announced the appointment of Maya Watson, formerly of Netflix, OWN, and Harpo Productions, as its new head of global marketing. Several product updates were also detailed.

New Product Features

These updates include the ability to invite users via phone number alone, the sharing of direct links to user profiles or Club pages, and improved language preference retention when browsing rooms.

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