This LAweekly article provides an intriguing behind-the-scenes look at Twitter’s early strategic thinking and approach to working with celebrities and high-profile figures.
One of the key revelations is that Twitter’s management reportedly considered appointing the rapper and entrepreneur P. Diddy to serve on some kind of “entertainment/marketing” advisory board, as leaked in #twittergate.
Debating how to handle the fact that nerdy people made something that pretty people use, Twitter management considered appointing P. Diddy to something called an “entertainment/marketing” advisory board – mainly out of a desire, seemingly, to keep him out of their hair.
This is a fascinating detail, as P. Diddy (also known as Sean Combs) has a long and successful track record in the entertainment industry. As the founder of Bad Boy Records, he helped launch the careers of artists like The Notorious B.I.G. and Mary J. Blige. He has also built a diverse business empire that includes clothing lines, vodka, and other ventures.
Given P. Diddy’s deep connections and influence in the entertainment world, it’s easy to see why Twitter might have been interested in tapping into his expertise and network. Social media platforms are increasingly focused on partnering with celebrities, influencers, and other high-profile figures to drive user growth, engagement, and brand awareness.
However, the article suggests that Twitter’s management was somewhat ambivalent about this potential appointment. The notes indicate that they felt “Diddy values his contribution higher than we do,” implying that there may have been disagreements or misalignment around the value and terms of his involvement.
More broadly, the article paints a picture of Twitter’s leadership grappling with the role of celebrities and Hollywood on their platform. On one hand, they recognized the potential benefits of high-profile partnerships and endorsements. But on the other, they seemed wary of celebrities becoming a “distraction” that could undermine their core mission and vision.
This tension is reflected in the article’s discussion of Twitter’s desire to become the “pulse of the planet” - a lofty ambition that they felt could be threatened by the demands and agendas of celebrity users. The article suggests that Twitter saw their platform as something more than just a playground for the rich and famous.
Ultimately, it’s unclear whether Twitter ever formally offered P. Diddy a role on their “entertainment/marketing” advisory board. But the mere fact that they considered it provides a fascinating window into the strategic calculations and internal debates happening at the company in its early days.