Facebook is reportedly offering musicians close to R800,000 to play 30-minute sessions
- Facebook is offering to pay musicians and creators to use its new Clubhouse rival, per The Information.
- The reported deals pay up to $50,000 – not much short of R800,000 – for each FB Live Audio Room session which can be as short as 30 minutes.
- The platform deployed similar strategies to attract creators to its TikTok-clone Instagram Reels.
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Facebook is offering to pay music artists and creators up to $50,000 – the equivalent of nearly R800,000 – every time they use its new Clubhouse-like feature, The Information reported on Thursday.
Production companies working with Facebook have offered musicians and social-media influencers tens of thousands of dollars in Facebook Live Audio Room deals, two people "with direct knowledge of the outreach" told The Information.
Facebook is offering creators between $10,000 (R160,000) and $50,000 per live audio session, The Information's sources say. The deals reportedly require creators to then host four to six sessions for at least 30 minutes each. Facebook didn't immediately respond to Insider's request for comment.
The platform has deployed similar strategies to attract creators to its TikTok-clone Instagram Reels through the program "Bonuses for Reels." For the month of November, Instagram is offering some creators a maximum bonus of $35,000 (R550,000) if their Reels can accumulate about 58 million views in one month, according to documentation viewed by Insider.
The push is part of Facebook's pledge to pay creators $1 billion by 2022 for content published on Instagram and Facebook.
"This investment will include new bonus programs that pay eligible creators for hitting certain milestones when they use our creative and monetization tools. We'll also provide seed funding for creators to produce their content," the Meta website says.
While Facebook's reported $50,000 payouts are higher than most, Snapchat, Twitter, TikTok, YouTube, and Linkedin each have their own programs designed to pay creators for content. YouTube has quietly rolled out several paid programs to get creators to use its TikTok rival "Shorts," offering up to $50,000, Insider's Amanda Perelli reported last week.
"The goal here is to help as many emerging creators as possible earn, and for the long term," a Meta spokesperson previously told Insider about Bonuses for Reels. "In general, we're working towards personalized bonuses, where the bonus amount and number of plays allows for the creator to earn meaningfully in a way that is attainable and transparent."