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The incubator announced Wednesday, dubbed “TikTok for Black Creatives,” is designed to invest in emerging black musical creators and artists on the video platform.
Participants in the three-month program will take part in community development forums, educational events with TikTok leaders, and motivational town halls featuring black entrepreneurs and celebrities. A smaller group will receive grants to pay for production equipment, educational resources, and other content creation tools.
“The black creators on TikTok have been a driving force for our community,” the company wrote in a blog post Wednesday announcing the new promotion. “We are committed to continuing to raise and amplify their voices.” Black influencers ranked among TikTok’s most popular and influential creators since the launch of the company.
TikTok is accepting applications for the program until January 27. Applicants can submit a video of up to one minute in length showcasing their TikTok creator skills. The finalists will be announced in February.
Content from black influencers on social sites like Twitter and Instagram has been credited with making many commercial and political marketing campaigns go viral. The Black Lives Matter movement that emerged in 2014 and became an even stronger force last year started as a Facebook hashtag in 2013.
On the business side, AdWeek noted that Black Twitter had made Popeyes’ chicken sandwich a cultural phenomenon, generating around $ 65 million in free advertising, according to Apex Marketing Group.
TikTok’s incubator is one of many recent initiatives that are finally recognizing the power of black influencers.
YouTube launched a black influencer program similar to TikTok’s in October, called #YouTubeBlack Voices Fund. On Tuesday, the company unveiled the 132 YouTubers chosen to receive a grant under the program. And Facebook launched its own #BuyBlackFriday initiative in October to kick off a three-month “support season” for black-owned businesses.
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