Spotify Stops Cheating Creator Content On Greenroom App

Spotify has closed its Creator Fund program. (photo: doc. spotify)

JAKARTA - Spotify has just announced that it has closed its Creator Fund program. This program can encourage content creators to be creative in the live audio app, Greenroom.

Greenroom which is now Spotify Life which is a competitor to Clubhouse. In this application users can stream live conversations with celebrities, influencers, and other content creators.

The Creator Fund program was previously announced in conjunction with Greenroom in June last year, intended to lure content creators through weekly payments based on their performance.

Meanwhile, in an email sent to content creators who have applied for the funding, Spotify notifies them that the Creator Fund is no longer valid.

Spotify explained it plans to move on to other initiatives for live creator content, and referenced its recent rebranding to Spotify Live.

This hints that the company will introduce other new monetization options for live creator content in the future.

“The Creator Fund program is evolving in tandem with our live audio strategy, and will move on to other initiatives for live content creators. We look forward to sharing more in the future," Spotify told TechCrunch, Wednesday, April 20.

Funding creator content is currently a popular way to encourage them to try a new major platform or feature, Clubhouse has also offered to pay creator content through an accelerator program in early 2021.

However, Spotify's Greenroom app has not shown significant traction, having entered the market due to the hype surrounding live audio at a time when pandemic-era entertainment is starting to subside.

According to Sensor Tower data, the Greenroom iOS app received only 275,000 downloads globally, post-acquisition. Spotify recently rethought its live audio efforts after Greenroom's failure to thrive.

While the Greenroom app, now called Spotify Live, remains open to independent creators, the company is no longer pursuing plans to fund the work of independent creators directly.