Tag Archives: creators

Celebrating Queer Black Joy: TikTok Creators Quiz Pop Stars and Politicians on LGBTQ+ Culture

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ANania Williams is Genress, known to some for their comedic TikTok videos and to others as the host of Gader, a viral show focusing on queer culture, history, and current events. Their interview with New York City mayoral candidate Zoran Mamdani gained significant attention, and Williams has also made an impact through performance art, including open icons like Chapel Lawn and Bob the Drug Queen, and various roles in musical theatre such as Laura in Kinky Boots and Dominique in Lucky Stiff.

For years, Williams has crafted a creative universe all their own. At just 25, this gender non-conforming Black artist employs their/her pronouns and has cultivated a strong social media presence with over 2.8 million followers. They are carving a niche for themselves outside the traditional binary. In their upcoming project, Williams will star in the new musical Saturday Church at the New York Theatre Workshop, debuting on August 27th. The production explores the sanctuary for LGBTQ+ youth. “It’s a musical that captures a unique atmosphere,” Williams remarked. “It embodies a strange, black joy and conveys a beautiful message.”

Williams embraces another role in their burgeoning theatre career as a trans woman. “The more I embraced my transition, the more positive I felt,” they shared. “It was empowering to inhabit spaces where I could truly be myself.” Their talent and charisma make their ascent seem almost predestined. As they juggle various projects, navigating their extensive future and the complexities of being an online presence remains an ongoing challenge.

Growing Up

Growing up in Davenport, Iowa, a town of about 100,000 in the industrial Midwest, posed its own challenges for Williams. They faced bullying at school for “having a girl’s name,” and their family life was marked by turbulence, including abuse and neglect. However, life in the Midwest also planted the seeds for their artistic aspirations. As a child, they sang in the church choir and later joined the show choir, inspired by their sister.

Williams pursued a Musical Theatre Program at Emerson College in Boston. This period became pivotal, allowing them to reflect on their identity and desires. Still, the world of musical theatre presented its own binaries and constraints. As someone who identifies outside traditional gender norms and as a Black individual, Williams felt restricted. “I thought, ‘It feels forbidden to exist beyond the gender binary,’ and simultaneously to be Black,” Williams recalled.


Even as Williams sought to carve their path, they encountered resistance from professors. “They kept questioning why I gravitated toward ‘girl’s songs.’ I tried to explain, but it fell flat,” Williams shared.

When the COVID-19 pandemic struck, Williams returned to their hometown and, like many, awaited a return to normalcy. The quarantine period prompted significant reflection and helped them fully acknowledge their gender identity. “I had to confront some truths, like, ‘Yes, I’m different. Yes, I might be gender non-conforming.’ It spiraled from there,” they recounted.

Around the same time, they began creating content on TikTok, quickly gaining recognition for their humorous rants during late-night walks. Much of their content served as spontaneous commentary on topics including religion and personal relationships. In 2022, they began discussing their gender identity more openly, sharing videos about their makeup and drag routines.

Reflecting on that time evokes mixed emotions for Williams. On one hand, they cherish the growth they experienced alongside a loyal audience. “My audience has been with me through my evolution,” they expressed. “They watched me put on makeup for the first time or try on my first wig. Those supporters motivate me to continue, even as I sometimes wish to revert to the earlier version of myself.”

The Rise of Gader

The nature of their content has continually evolved. In 2024, Williams became the host of Gader, a show created by Amelia Montooth on the company’s mutual media platform. The show quizzes various guests on queer culture to determine if they exhibit “straight, homophobic” tendencies, with questions about “lipstick lesbians” that assess guest knowledge of gay icons. In many instances, Williams learns alongside participants in real time. “I didn’t even know who Sue Bird was, and I was being schooled by the lesbians on the street.”

The show creates a comedic environment intended to educate audiences. “We weave fascinating histories and cultures into accessible questions and snippets, ensuring a relaxed atmosphere for learning,” Williams explained. “We provide facts and context, urging viewers to care about these narratives.”

Initially, early versions of the show featured Williams interacting with strangers on the street, but it has since hosted many public figures and celebrities, including Vivienne Jenna Wilson, the daughter of singer Lucy Dux, Rene Rapp, and billionaire Elon Musk. A highlight was having progressive NYC mayoral candidate Mamdani as one of their guests, who generated buzz as one of the first politicians to appear on the show. Mamdani surprised attendees by succeeding in a challenge at a popular lesbian bar in Manhattan.

“He was so open and engaging throughout,” Williams noted. “We educated the younger audience about who he is, and he spoke about his vision,” they added. “It feels rewarding to contribute to the contemporary discourse in this way, knowing we’re making an impact.”

Williams’ journey hasn’t been without challenges, facing harsh criticism as they have become more vocal about their transition. “People are trying to categorize aspects like fashion, makeup, and hair, as if I must adhere to certain stereotypes,” Williams said, referring to online trolls. “While I hope society is becoming more accustomed to the presence of trans individuals, I feel there’s still a narrow, stereotypical vision of what trans identities should look like.”

Yet, Williams has managed to maintain genuine connections, alongside the trials of their journey. They are supported by family and childhood friends, a partner, and acquaintances from TikTok. Outside content creation, they indulge in hobbies like baking and gaming, steering clear of the pressures to monetize their life. “I was working on a birthday cake for a friend later that night,” Williams laughed. “I can recall the color but not the flavor—either red velvet or strawberry!”

Source: www.theguardian.com

Los Angeles: A Movement Amplified by Influencers and Digital Creators

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As protests in Los Angeles against the Trump administration reached their fifth day on Tuesday, social media influencers have significantly outshined traditional media at the rallies, taking on a unique role in disseminating information about the events unfolding on the streets.

Many of these influencers, often sporting distinctive press helmets and vests, lean conservative and are active on platforms like X, along with streaming services such as Twitch and YouTube. During some of the week’s most intense episodes, figures like Trump officials Stephen Miller and billionaire Elon Musk have amplified content shared by these creators, leading to viral posts that paint a picture of escalating violence.

President Trump criticized California Governor Gavin Newsom and others for their handling of the protests, urging the National Guard to step in. In response, Newsom argued that military intervention was unnecessary and had filed a motion to prevent the Trump administration from deploying troops. Officials reported that at least 150 protesters have been arrested since Friday.

Among those documenting the protests was 25-year-old Cam Higby, a conservative journalist and political commentator for Today is America. He traveled from his home in Washington to Los Angeles last Friday to capture the demonstration on video.

On Monday night, Higby participated in a live stream alongside fellow online creator and friend Aldo Butazoni, 25, reporting from the protest’s front lines. Their content predominantly counters narratives from Democratic officials like Los Angeles Mayor Karen Bass and Newsom.

Higby’s posts have racked up millions of views recently, blurring the lines between journalism and advocacy. He frequently shares updates on police movements, while also echoing Trump’s sentiment that “LA needs the National Guard“; he strives to channel his anger into his reporting.

“I refer to it as duality. I provide live updates while discussing the issues,” Higby explained.

With a scarcity of reporters in Los Angeles, Fox News brought Higby and Butazoni on for unpaid segments over the weekend, featuring them for live updates.

Liberal protesters recognized Higby and Butazoni and publicly condemned them, which prompted Butazoni to remove identification badges from his attire. Higby reported receiving numerous “trust threats” through social media, which led him to spend $3,000 to hire two bodyguards for protection.

Conversely, left-leaning creators like Twitch streamer Hasan Piker (33) have also reported from the Los Angeles rallies, though their presence appears limited. Piker’s Twitch stream on Monday spanned eight hours from the same Los Angeles protest attended by Higby, garnering 1.4 million views.

Andrew Callahan, a journalist based in Los Angeles and the creator of Media Company Channel 5 News, observed that the demand for protest and riot videos surged during the 2020 Black Lives Matter demonstrations.

“These creators operate independently without bosses, but they are still motivated by the same incentives as conservative media outlets,” Callahan commented in an interview. “They focus on content that doesn’t accurately portray the situation, striving to attract viewers in the same way Fox News does.”

Source: www.nytimes.com

Creativity at its best: African content creators on YouTube and TikTok explore new avenues for monetization

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VLogs by Nigerian content creators Tayo Aina feature anything from Nigeria Japan (immigration) wave and voodoo festival. Performing with Afrobeats stars in Benin david or last hunter-gatherer tribe. In Tanzania, you can get millions of views on YouTube.

Aina, 31, who started the channel in 2017 while working as an Uber driver, says it has allowed her to see parts of Nigeria that she had never had the chance to visit before. Using his iPhone, he began a mini-travel adventure, taking breaks to record the places he visited and tell stories not covered in mainstream media.


“I want to inspire the next generation of Africans to have no limits,” says Nigerian content creator Tayo Aina. Photo: Handout

Aina learned how to film and edit through YouTube tutorials, saved up to buy better equipment, and soon began traveling beyond Nigeria to countries like Kenya, Ethiopia, and Namibia, learning about the continent’s culture and social life. He created a travel video that introduces Africa through the lens of photography. African traveler.

“Most of the online media was negative, and I realized that I was trying to change the narrative about Africa by presenting it more clearly. It’s light,” says Aina, who now travels around the world.

Africa’s Creator Industry 2024 Report Research by publisher Communiqué and media technology company TM Global values ​​the sector at £2.4bn and predicts it will grow five times by 2030, reflecting trends in the global creator economy. Its growth is being driven by a wave of creators between the ages of 18 and 34, a surge in internet connectivity and social media usage across the continent, and the explosion of African culture on the world stage.

Growing interest in African culture – from Afrobeats and Amapiano Music and dance to an international fashion collection made from African textiles such as Ankara and Kikyoy. African movies – This is part of an international aspiration for authentic cultural storytelling outside the Arctic Circle, reflected in global cultural movements such as Hallyu, says David Adeleke, Founder of Communiqué.

This year, TikTok recognized More than a dozen African creators including Nigerian lifestyle creators @__iremide, a person who makes videos that satirize everyday life, and a South African Sachiko-sama. The 22-year-old is known for cosplaying characters from anime, video games, and pop culture. Nick Clegg, Meta’s president of international affairs, recently said: held a meeting Other social media platforms such as YouTube and TikTok are increasing their presence and Heva I’m getting involved.

The report says the industry is gaining momentum but is still young. Most content creators are in their third year of work, have fewer than 10,000 followers, and are faced with the challenge of turning social capital into income. The report adds that discussions about the monetization and standardization of the creator business ecosystem continue to take place primarily in Western countries.

But that is gradually changing.

As Aina’s channel grew and attracted a more international audience, he discovered what he was capable of. more and more It cost him money when his content was viewed by Western audiences rather than Africa. YouTube’s advertising model relies on ad spend, which is lower in many African markets than in North America and Europe.

“Part of the reason is economic. Generally speaking, Western creators and audiences have more resources, but that alone is not enough to justify the disparity in opportunity. ” says Adeleke.

As Aina began diversifying her content and audience to generate more income, there were other issues to worry about. He shares a video about the barriers and prejudice he faced during his travels, including being detained in Ethiopia on suspicion of drug possession, being arrested in South Africa on suspicion of being a “fraudster” and being refused entry to Dubai. I’ve posted it on my blog. The 2022 incident in Dubai was the “last straw” for Aina. Aina invested her savings in St. Kitts and Nevis and eventually secured a passport from St. Kitts and Nevis, becoming a citizen of the Caribbean nation.

He currently runs the Creator Academy on YouTube, where he has trained nearly 2,000 mostly African creators. “I want the next generation of Africans to grow their brands globally without limitations,” he says.

Chiamaka “Amaka” Amaku A 30-year-old Nigerian travel and lifestyle innovator who works as a social media manager and creates content as a personal project, believes digital infrastructure issues, including the challenges of sending and receiving international money, are a challenge for Nigerian creators. It says it can limit growth. Some global payment platforms have imposed restrictions on certain countries, including Nigeria, due to concerns about fraud and money laundering.

“Payment is one of the biggest challenges in Nigeria’s creator economy,” Amaku said, adding that payment barriers deter global brands from working with Nigerian creators.

In recent years, fintech companies such as flutter wave and salary stack While supporting international payments has reduced the barriers creators face in accepting digital payments, many restrictions remain, including local bank policies. For travel creators like Amaku, that means it’s harder to book flights or take Uber abroad.

Amaku, who charges between £250 and £500 for posts on his Instagram page, which has around 20,000 followers, says it is difficult to make a living from creating content and there is a “culture of secrecy” around fees in the industry in Nigeria. He says that many people have died because of this. Creators quickly changed.

Sharon Makira A 31-year-old Kenyan luxury travel creator who describes her audience as “Afropolitan champagne nomads” agrees. He said competition for brand sponsorships is fierce because many companies still rely on traditional advertising, so negotiating rates can become a race to the bottom.

With around 20,000 followers on Instagram and 7,000 followers on YouTube, she gets around five brand deals a year, and is paid around £600 to £1,000 per campaign. When she became a full-time content creator last year, after nearly a decade in media and PR, she realized she couldn’t make a living relying on a few unpredictable brand deals, so companies started creating content. We have opened a PR studio that allows you to tailor your business to suit your needs. Cooperate with viewers, travel agencies and other businesses nomad And luxury lodges in Rwanda Singita Kwitonda.

According to her, building a business around a social media brand can earn you several times more per project than a brand deal. “I think there’s real promise there.” [African] Creators: Leverage your social capital, network, credibility, and personal brand to launch your business,” she says.


Source: www.theguardian.com

The court orders Pegasus spyware creators to provide code to WhatsApp.

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NSO Group, a maker of advanced cyberweapons, has been instructed by a US court to provide WhatsApp with the code for its Pegasus and other spyware products as part of an ongoing legal battle.

The ruling, issued by Judge Phyllis Hamilton, deals a significant blow to WhatsApp, owned by Mehta, who has been in a legal dispute with NSO since 2019 over allegations that the Israeli company’s spyware targeted 1,400 WhatsApp users over a two-year period, marking a major legal victory that lasted weeks.

NSO’s Pegasus code and other surveillance product codes sold by the company are considered highly classified national secrets. NSO is overseen by the Israeli Ministry of Defense, which must authorize all sales of licenses to foreign governments.

Despite NSO’s request to be exempt from the case’s discovery obligations due to US and Israeli restrictions, Judge Hamilton sided with WhatsApp. She ordered NSO to produce the spyware code and provide information on relevant spyware features used during a specified period.

However, on another issue, Hamilton ruled in favor of NSO, exempting the company from disclosing client names or server architecture details at this time.

A spokesperson for WhatsApp celebrated the court’s decision, stating that it marks a significant step in protecting users from illegal attacks by spyware companies. NSO declined to comment, and the legal battle continues.

NSO’s Pegasus software, once deployed against a target, grants unauthorized access to calls, emails, photos, location, and encrypted messages on mobile phones. The Biden administration blacklisted NSO in 2021, citing actions contrary to US foreign policy and national security interests.

NSO sells spyware to governments worldwide, claiming that the deploying agency is responsible for its use. Investigations have revealed countries like Poland, Saudi Arabia, Rwanda, India, Hungary, and the UAE using NSO technology against dissidents, journalists, activists, and civil society members.

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NSO argues that Pegasus aids law enforcement and intelligence agencies in combating crime, protecting national security, and apprehending terrorists, child abusers, and violent criminals.

Concerned about the proliferation and misuse of products like Pegasus, the Biden administration announced a new policy imposing global visa restrictions on individuals involved in exploiting commercial spyware, extending to EU member states and Israel.

Source: www.theguardian.com

Breakr, a music marketing startup, secures new funding and allocates $3.5 million to support creators

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The last thing I wrote was breaker — a platform that connects record labels, artists, and brands with social media influencers to run large-scale campaigns in a programmatic manner — when it closed a $4.2 million round in 2021. In the past two years, Breaker has hired over 30,000 influencers and generated $3.5 million in deals with creators. Now, to fuel growth, Breaker has secured an additional $1.9 million in his investment at a valuation of $20 million.

Slow Ventures will lead the expansion, which the company will use for recruiting and product development. Breakr is led by Marc Benioff, a16z/TxO, former Tik Tok CEO Kevin Mayer, RGA Ventures, Charles Hudson (Precursor Ventures), Complex founder Rich Antoniello, and Ro Tony. To date, it has raised $8.7 million from an impressive list of investors including (Plexo). Capital), Ant Selah (WdrCo), and Quiet Capital.

While Breakr’s user growth highlights the scale of the creator economy, the modest size of this funding round and the total deal value over the past two years suggests that many of the sector’s business models are still It shows that it is in its early stages.

Still, there is much hope. goldman sachs I estimate that Total addressable market for creator economy could reach $480 billion by 2027.

Players who pay attention to and do business with Breakr will also tell their stories. These include Def Jam, Samsung, Billboard, Rolling Loud, Live Nation, Meta, Tidal, Epic, Kit Kat, P&G, Celsius, Mountain Dew, White Claw, and more. Labels and brands use Breakr to connect music to their campaigns. Meanwhile, musicians include Megan Thee Stallion, Future, Rick Ross, Gunna, J.I.D., Sleepy Hallow, Ozzy Osbourne, Black Pink, Young Thug, Kanye West, Brent Fayers, Toby Nwigwe, Includes the Pink Panther, Armani White, Charlie Ona Friday, and Nas. Investor).

There are many platforms on the market today that connect creators, brands, and content (not just music but other media) to build influencer campaigns. Breakr’s unique selling point is that it effectively treats this basic concept as a programmatic opportunity, similar to how online advertising is created, sold, and distributed today.

“Breakr wants to be Google Ad Words, powered by creators,” co-founder Anthony Brown told TechCrunch. “With the underlying audience data, a ton of liquidity, and intelligence capabilities, I think going to Breakr and spending $15,000 should be as easy as setting it and forgetting it on Google. We believe.”

The company recently started with a more hands-on approach and exited closed beta as a self-service SaaS platform. SaaS platforms are backed by wallets that act as escrow accounts. You can pay money from your wallet for your involvement and services provided.

“This move to a SaaS model aligns with our goal to streamline and democratize the influencer marketing process, making it more accessible and efficient for a wide range of users inside and outside the music industry.” Brown explained.

Currently, Breakr is set up like a three-sided marketplace. On the creator side, individuals submit their profiles to the platform to be considered for campaigns.

On the music side, artists (or labels) submit music to specific campaigns. And once the music is selected, it will be promoted to new audiences. Musicians may pay to have their music used, but as a result, they also take a cut of some of the revenue generated by the campaign.

On the marketing side, brands look for influencers to run promotions and access each influencer’s 40 data points (language, voice location, type of interests, etc.). You can also check those influencers’ past content and engagement rates, or more pointedly, scrutinize their brand safety and see if the influencer in question is dabbling in fake followers. You can also run some diagnostics (to determine how much of a factor, if any, it’s for them).

“The creator economy, especially the music sector, is rapidly evolving with a shift to direct, curated, and scalable relationships between digital marketers and creators. Traditional management tools are becoming obsolete and more efficient is paving the way for relationship-focused technologies. These include platforms that move away from high-cost, short-term campaigns and make it easier to deliver personalized content and offers to creators. “This trend toward continuous, evergreen marketing has proven to be effective, emphasizing the importance of ongoing engagement over one-off interactions,” said Brown.

While music marketing is the company’s main bread and butter, Breaker hopes to eventually branch out into other areas such as film and television.

Source: techcrunch.com