As a pop-culture fiend since I was a kid, keeping up with digital trends became second nature. Having witnessed in real time the rise and fall of Vine, I was aware of the lack of diversity and systemic oppression digital POC creators faced. After Vine’s “death” many black creators lost their influence/prominence overnight because of having built their audience only on Vine’s app. Never expanding their audiences to other platforms, as to prepare for the worst, which eventually happened.
So when TikTok came onto the scene, a replacement of sorts for Vine, I lurked to find out the appeal. Before TikTok’s creation I knew of influencers, and after its release, I curiously watched the platform become a launching pad for them money-wise. Several times by chance I came across the “houses” filled with TikTok creators, who were predominantly white. Curious but not surprised to see a Black “TikTok house” come across my feed. And when one came across, it turned out to not be the OG “Black TikTok house.”
This past weekend, though, I finally came across the OG Black TikTok house.
New York Times Presents on Hulu premiered a new episode on a group of Black TikTok creators in Atlanta, and their inability to become “all-star” influencers.
The episode focused on Collab Crib’s story to become the OG Black TikTok house, also providing the real and terrifying realities Black TikTok creators face. Which left me with many questions, but the most prominent being, when is the Collab Crib getting furnished?!?!
Begging the White Man
One of the terrifying realities discussed is racism being ingrained into the obstacles they must navigate to be successful. The color of their skin hindering not only their views and follows, but sponsorship opportunities as well. Halfway through the episode, 3 members of Collab Crib watch and react to videos showcasing houses of white creators.
After watching several clips, Noah, Kaychelle, and Kaelyn began comparing their current housing situation to their peers. Immediately noticing the differences in terms of the house being furnished, creators receiving sponsorships, and other perks from being an influencer.
The difference was day and night.
A heated exchange began between the three of them, about why there was an enormous difference in living conditions. Kaelyn and Kaychelle were vocal about how racism was at the root of the extreme differences. Noah, who is biracial, confidently brushed off the impact of racism, and began gaslighting both women’s experiences.
Kaelyn even brings up how everything ties back to various platforms where white people have power and control. Kaychelle adding on how she had to essentially “beg a white man” for her account back when it got deleted. For no reason.
Is the success WORTH the stress?
I recently saw a NYT article about young POC TikTok creator’s mental health crippling, because of many issues this episode brings up. Just as a decade ago becoming a professional athlete was the “big thing,” social media influencers now fill that void. Growing at such a substantial rate, it becomes riskier everyday for creators to capture the reward of success. Without putting mental health or something else in harm’s way.
I think this NYT episode on Hulu is a good watch for anyone who wants a better understanding of how racism is engrained deeper than ever in Hollywood and the media. Also here’s the original NYT article published late 2020, about Collab Crib’s journey!