To enhance the power and give visibility to the black community of creators, the TikTok launched the project ‘Trend Preta Tem Poder’. The initiative, created in partnership with the creative hub AKQAhighlights the “Blackdrop”, which replaces the traditional brand backdrop, used as a space for photographs at large events, to highlight profiles and names of black creators instead of brand logos.
A symbol of celebrating diversity, Blackdrop was used by TikTok at the Liberatum Festival, held in Salvador between the 3rd and 5th of November, with major international celebrities, such as Angela Bassett, Viola Davis and Tas Arajo, highlighting black creators on the platform when being photographed.
The scenario was also reproduced at the Potencias! Prize, held on November 27th, which was attended by names such as Alcione and Preta Gil. The award recognizes black artists, groups and collectives who stood out in the last year. With the success that the project has been having, the idea is that “Blackdrop” will be used again in future events, always with new names highlighted.
“’Blackdrop’ is a tangible example of how each of us can use our own influence to strengthen other narratives. By giving visibility to black creators, TikTok highlights the diversity and talent of the community within the platform. The initiative not only recognizes, but also further amplifies these unique voices and expressions, contributing to significant, and deserved, visibility inside and outside the application. , in fact, an approach with the potential to transcend a single month, and can be expanded to several events throughout the year”, explains Gabriel Frana, Creative Director at AKQA.
To expand its reach, the activation also includes an exclusive filter that simulates Blackdrop within TikTok itself, with related content gathered in the hashtag #TrendPretaTemPoder. The mechanic is similar to a green screen, which allows users to incorporate the essence of the initiative into their respective productions. The visual identity of the entire project by Kika Carvalho from Espírito Santo. With works exhibited in galleries in Portugal, Italy and the United States, the artist is one of the first prominent women to paint walls in the city of Vitria (ES).
The search for equity, inclusion and diversity consistently guides our actions on and off the platform. For us, it is very important not only to support events that recognize and value the voice of the black community, but to demonstrate our commitment to the visibility of this powerful and creative community, in a responsible and consistent way, says Carol Baracat, TikTok’s Marketing Director for Latin America.
*Cover Photo: Maiara Cerqueira/TikTok
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