TikTok is launching an incubator program, "TikTok for Black Creatives," to support 100 Black creators and music artists as it competes for audience among social media sites.
"Black creators on TikTok have been a driving force for our community, from starting trends to fostering connection to introducing new ways to entertain and inspire others, and we're committed to continuing to elevate and amplify their voices," the company said in an announcing the incubator this week.
TikTok made a splash last year when it announced that it will give out nearly $2 billion to creators over the coming years and it's gained some serious competition. Los Angeles-based competitor Snap has paid out millions of dollars to creators as the race for user-generated content heats up, The New York Times reported. And YouTube launched a Black influencer program in October called the #YouTubeBlack Voices Fund.
Over three months, program participants will take part in motivational town halls with successful Black entrepreneurs and celebrities, along with community-building forums and educational events with TikTok executives.
For the incubator, the company has partnered with MACRO, a multiplatform media company founded by CEO Charles D. King and known for representing people of color, on a grant for a select group of creators and music artists to be used for educational resources, production equipment and other tools to create content.
"We are thrilled to partner with TikTok to identify, uplift and support Black creators," said Stacey Walker King, chief brand officer for MACRO. "The Black creator community on TikTok is at the forefront of driving culture and sparking trends, and MACRO is proud to help amplify and showcase their immense talent."
TikTok is accepting applications through Jan. 27. Applicants can submit a video up to 60 seconds long showcasing their skills. Finalists will be named in February.