With the start of Black History Month, cultural and trend-hot space TikTok has also announced a new #BlackTikTok event, which aims to highlight Black creators in the hopes of elevating their efforts, giving them more attention and exposure. The event name could’ve been worded better, but that’s just my opinion.
TikTok explains:
“We’re celebrating and honoring #BlackTikTok all month and beyond, with a billboard takeover of the Pendry West Hollywood, new in-app stickers, Black music playlists, and TikTok LIVE programming that spotlights Black creators making waves on and off the platform.”
Sleeker In Black
TikTok is enabling broader commemoration for users by introducing a couple of new themed stickers. Meanwhile, TikTok live streams will showcase a range of Black creators, musicians, and even businesses and organizations. TikTok notes:
“Kicking off on February 4th and every week this month, we will launch a variety of themed programming celebrating those who are making an impact in the entertainment industry and in their community.”
TikTok doesn’t intend on playing around and decides to one-up itself by partnering with iHeartRadio for a live event that celebrates Black music within the app, featuring performances by Lizzo and hip hop icon Big Sean. It also plans to showcase ‘Genre Busting’ Black artists via the Hashtag #BlackMusic.
At least with regards to event-specifics, TikTok sums it up with the announcement of its 2022 ‘Black TikTok Trailblazers’, which pertains to a group of Black creators who represent the next generation of entertainment leaders. The creators featured here have been nominated by the TikTok community for their creativity, passion, and authenticity. This marks TikTok’s broader effort to support Black creators as it looks to lift minority groups that were heavily impacted by the pandemic.
Last January, TikTok launched its TikTok for Black Creatives incubator program, providing support for 100 emerging Black musicians and creators, while also allocating another $50k to 10 additional Black creators in November as part of its MACRO x TikTok Black Creatives Initiative. Additionally, TikTok has also promoted Black-owned businesses through its #ShopBlack campaign.
The Wrap
While it sounds like an inclusive move for TikTok, the irony is that back in July of 2021, TikTok had to face several criticisms about how its systems are potentially biased against Black users, with a group of its top stars even going on strike, protesting its alleged ‘mistreatment’ of Black creators.
The Black Media Authority even goes far as to say:
“While White creators are being signed to record labels, being invited on talk shows, and getting paid for their popularity, Black creators are going unnoticed and unheard. Notably Charli D’Amelio, a creator with 131.5 million followers and her own reality television show was criticized for not giving credit to Black creator Jalaiah Harmon after passing off “The Renegade” dance as her own. D’Amelio eventually credited Harmon for the dances choreography after receiving backlash from the public.”
What they’re basically telling us is that the platform inherently favored White talent, prompting TikTok to reevaluate its processes, thereby eliminating any potential bias in the way that it ranks its clips. Now that it’s a key platform for many, TikTok needs to recognize and nurture what cultural nous it can, thereby helping further expand its cultural presence.
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