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Introducing Roll: A New Platform for Creator Monetization

The Roll app has officially launched, offering creators a novel avenue to supplement their income while presenting a potentially more genuine persona to their audience. Many creators currently utilize platforms like Instagram close friends, private Snapchat accounts, or exclusive Discord servers to share content that remains on-brand but isn’t as meticulously curated as their public-facing profiles.

Streamlining Creator-Fan Connections

Roll aims to simplify this practice. Instead of requiring fans to subscribe to a creator’s Patreon for access to exclusive content, the entire process can be managed directly within the Roll application, which is available on both iOS and Android devices.

Authenticity and Real-Time Access

“Essentially, we provide fans with access to their favorite creators’ unfiltered content,” explains Erik Zamudio, founder and CEO. “This allows creators to showcase their most authentic selves, offering content not found elsewhere.”

Beyond the Polished Feed

It’s important to note that Roll doesn’t grant access to creators’ actual camera rolls. However, the platform provides a space for creators to monetize more casual content. This could include snapshots of everyday moments – a perfectly (or imperfectly) prepared meal, a candid selfie, a humorous meme screenshot, or an interesting observation from a walk.

Monetization and Content Guidelines

Creators retain 80% of their earnings on Roll, with subscription tiers ranging from $5 to $50 monthly. While many creators currently opt for the $5 tier, those offering specialized content may charge more. For instance, a culinary TikToker could command a higher price for exclusive recipe videos. Roll explicitly prohibits adult content, differentiating itself from platforms like OnlyFans.

Initial Creator Roster and Expansion Plans

Currently, around 20 creators are active on Roll. The team intends to onboard an additional 10-15 creators each week, with plans to eventually open the platform to the public. The initial lineup includes musician Dillon Francis, actor Noah Schnapp from “Stranger Things,” and social media personalities such as Tana Mongeau, Sommer Ray and Stassie Karanikolaou, alongside YouTuber David Dobrik.

A Familiar Face: David Dobrik’s Involvement

This isn’t David Dobrik’s first venture into photo-based social platforms. He previously co-founded David’s Disposable, which later became Dispo. Zamudio, along with three other Roll team members, also contributed to the development of David’s Disposable, but Zamudio departed in mid-2020 before the rebranding to Dispo. He has chosen not to disclose the reasons for his departure.

Past Controversies and Investor Response

The launch of Dispo in March 2021 was quickly followed by allegations of sexual assault involving a member of Dobrik’s Vlog Squad, as reported by Insider. The alleged incident occurred during the filming of a video for Dobrik’s YouTube channel. Seth Francois, a former Vlog Squad member, publicly detailed experiences of racism within David’s videos and also alleged sexual assault on set.

Following the report, Dobrik stepped down from Dispo’s board. Early investors, including Spark Capital, Seven Seven Six, and Unshackled, pledged to donate any profits from their investment to organizations supporting survivors of sexual assault.

Dobrik’s Continued Presence and Role on Roll

Despite the controversies, Dobrik’s YouTube subscriber count experienced only a minor decrease, and he continues to post videos regularly, garnering millions of views. Now, he is again involved in a consumer tech project. However, Zamudio emphasizes that Dobrik’s role on Roll is solely as a creator, utilizing the app and appearing in promotional materials, and not as a founder or team member.

Clarifying Dobrik’s Position

“David wasn’t the first prominent creator to join Roll,” Zamudio clarified to TechCrunch. “It’s crucial to avoid the misconception that this is simply ‘David leaving Dispo and starting something new,’ as that’s not the case. David isn’t part of the founding team.”

He further explained via email: “David is a creative and intelligent individual, and we’re pleased to have him involved alongside our other talented creators. We value the input of all our roster members equally. While connections to Dispo are inevitable given David’s involvement in both, he is a creator (not a founder or team member) on Roll.”

Roll and Dispo: Shared Principles, Different Approaches

Both Dispo and Roll share a common thread: encouraging more authentic content creation. Dispo mimics the experience of a disposable camera by delaying photo visibility until the following day. However, Dispo functions as a social network, while Roll is designed as a creator monetization platform.

The Evolution from Dispo to Roll

“The success of David’s Disposable propelled us further into the creator economy,” Zamudio told TechCrunch. “As we connected with more creators, we consistently heard a recurring need: a way to enter the paywall space.”

Funding and Future Outlook

Roll has secured $500,000 in angel funding, led by Dan Beldy of Airwing Ventures.

Correction

Update, 1/18/21, 2:30 PM EST: The original headline stated that Roll was created by ex-Dispo founding members. Zamudio clarified to TechCrunch that he worked on the David’s Disposable app, not Dispo. The headline has been updated accordingly.