Viola Davis, Joy Reid and Charlamagne tha God are among partners backing ALTR, a personal development and learning subscription app slated to launch later in 2024 that will feature short-form audiobooks by Black cultural icons and authors.
New York-based ALTR was co-founded by CEO David A. Wilson, creator of Black news site TheGrio (now part of Byron Allen’s Entertainment Studios), and CTO Brandon John-Freso, who previously worked as a software engineer at WeWork and OkCupid.
ALTR (pronounced “alter”) was developed in partnership with Davis and husband Julius Tennon’s JuVee Productions. The company is curating a diverse array of audiobook miniseries that cater to “the distinct life obstacles faced in the Black community,” according to ALTR.
Viola Davis, the Oscar- and Emmy-winning actor, said in a statement: “There is power in our collective knowledge. Life becomes easier when you can learn from those who’ve been there before. Julius and I are excited to take part in building a platform that will enable millions of people to find guidance for personal growth and see themselves in a space where we’re not usually represented.”
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Joy Reid, host of MSNBC’s “The ReidOut,” commented, “From my purview as a cable news host covering the tumultuous political and social landscape, there is a growing sense of uncertainty amongst Black Americans on what it all means for their future. I love that ALTR provides clarity, comfort and community for those looking to master their own destinies.”
Charlamagne tha God, for his part, said, “In a booming $75 billion audio-based media market, audio content stands out as a powerful tool for engaging our community. ALTR will be a game-changer by tapping into this market and making a much-needed positive impact.”
ALTR (altrmindset) is currently open for early-access sign-ups ahead of its expected launch in the third quarter of 2024. The company says free trials of the app will be available. ALTR is “designed to provide answers and uplift the Black community in spaces where they are disproportionately impacted by challenges such as mental well-being, feelings of isolation, financial stability, spirituality and personal relationships, among other categories,” it says.
According to Wilson, ALTR is looking to fill a remarkably underserved market: While Black people, especially Black women, are the largest consumers of self-help material, they face a substantial shortage of content tailored to their experiences. “There is a yearning for solutions and knowledge from our cultural perspectives,” Wilson said. “Our authentic voices are lacking in the existing self-help, wellness and educational platforms, which is why we’ve been able to galvanize broad support from trusted voices in our community.”
Unlike traditional audiobooks, which can take months or years to produce, ALTR is focused on short-form audio to let creators share condensed and timely knowledge “in a snackable format that perfectly aligns with our listeners’ fast-paced consumption habits,” said John-Freso.
In addition to offering personal development and motivational content, ALTR will foster active engagement and community interaction through Q&A sessions, discussions and assignments.
