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Amazon’s Live Radio Platform Amp to Start Funding Creators Who Build Loyal Audiences

The monthly fund will reward creators who consistently engage with the app and build "meaningful" fanbases.

Amazon’s live radio arm Amp is launching a monthly fund to reward emerging U.S.-based creators for engaging with the application and building loyal audiences. The company, which announced the fund on Wednesday (Sept. 14), says creators of all types, sizes and experience levels are eligible for the monetary grants.

This is the latest incentive introduced by Amazon to grow Amp, which launched on March 8. A relative late-comer to the burgeoning live audio industry, it has now set itself apart with the newly announced fund as well as shows from artists like Nicki Minaj, Tinashe, Travis Barker, Lil Yachty, Lindsey Stirling and Big Boi; personalities Tefi Pessoa and Nikita Dragun; radio DJs Zach Sang, Kat Corbett, Christian James Hand and Guy Raz; and writers from the music and culture magazine The FADER.

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While it is star-studded, Amp is a free platform focused on letting regular users play the role of radio DJ, and the new fund hopes to bolster that mission. Any U.S.-based user can sign on and create playlists of licensed music from participating major labels — Universal Music Group, Sony Music Entertainment and Warner Music Group — and independent companies like Beggars Group, Believe, CD Baby and PIAS, among many others, and Amp enables users to provide commentary in between tracks and invite callers to join their programs in real-time.

Amp will reward funds to creators who are “building community and culture” on the app “based on consistency of content and meaningful audience engagement over time,” according to a post on the Amazon blog. To be eligible, creators must also have hosted a show in the qualifying month. Selected creators will receive an email the following month with instructions on how to claim their money.

“Creators are the heart and soul of Amp, and the Creator Fund is our next step toward recognizing the commitment of people who are doing what they love by making innovative shows that inspire and entertain,” said John Ciancutti, vp of Amp. “We’ve spent our beta listening to the early adopters of our creator community, and we understand that monetization is crucial for them. The Creator Fund will support loyal creators who are spending their time creating great programming and building a community of followers on Amp.”

Additional information on the creator fund is available here.