Last summer to pay homage to the Black Lives Movement and protests in support of George Floyd, YouTube announced the launch of a multi-year $ 100 million fund designed to strengthen and develop the voices of black creators and artists and their stories. Specifically, the fund has supported programs such as Chainz’s “Money Maker Fund” series that highlights HBCU entrepreneurs and Maseg’s “Study Abroad” series.
Today, the platform uses capital for that effort to create a global grant program for black authors.
“The painful events of this year have reminded us of the importance of human connection and the need to continue strengthening human rights around the world. In the midst of uncertainty, creators continue to share stories that would not otherwise be heard, and at the same time build online communities, “said YouTube CEO Susan Wojcicki wrote in blog post detailing the decision and thinking about 2020.
Class #YouTubeBlack Voices from 2021
Per Board, the program begins with an inaugural class of 132 individuals that includes musicians and lifestyle bloggers, including Kelly Stamps and Jabril Ashe, also known as Jabrils, who share educational videos focused on new gaming, technology, and AI spaces.
Musicians appointed to the group include Brent faiyaz,, BRS Kash,, Fireboy DML,, Jean Dawson,, Jensen McRae,, Jerome Farah,, Joy Oladokun,, KennyHoopla,, Mariah Scientist,, MC Carol,, Miiesha,, Myke Towers,, Pericles,, Rael,, Rexx Life Raj,, Sound Sol,, snake legs,, Shaw Maggio,, All right, Maidza,, Huge and Baby Tate.
Each grant recipient will be provided with an undisclosed amount of funding to be used to support their channels, and may include needs such as editing, lighting or other equipment to enhance and improve the quality of their content. YouTube will also offer additional resources such as workshops, training, and networking opportunities to strengthen skills and collaborate on the meaning of fuel. “We are not only supporting them at the moment, but it is the initial funding that will help them progress on the platform in the long run,” he added.
Coming from the United States, Kenya, Brazil, Australia, South Africa and Nigeria, the cohort was selected in part based on their past participation in #YouTubeBlack, a campaign and series of events promoting black creators launched in 2016.
Paving the future for change
“These creators and artists are already doing this work and their communities know them, but we are really excited to invest in them and believe they can, and will become names to the hosts with this support,” she shared. Malik Ducard, YouTube’s vice president of community partner #YouTubeBlack.
In today’s landscape, influencers themselves are a media channel. The budgets intended for them should not only be production-driven, but emphasize a broader commitment to diverse and authentic stories guided by shared communication and co-creation. For YouTube, this effort is useful not only in ensuring that the voice of these authors is heard, but in enabling the platform to remain true to its goals and values and its commitment to its community.
“This is not a moment for a moment on Instagram. This is about keeping the drum of change in the life and DNA of our organization, ”he added Lyor Cohen, YouTube’s global music boss, reiterating confidence in the group’s ability to lead and find long-term success through raw passion, creativity and entrepreneurial spirit. “We expect these artists to be significant and important voices and make the music even more enjoyable.”
The future of brand-artist collaboration
For brands that team up with music artists – it is deduced here that social listening requires responsiveness, flexibility and attentiveness when it comes to integrating culture. People want to be heard, not sold to, and efforts should be spread offline. This is achieved only by fully understanding the new age of partnership – one in which brands play a greater role in the artist’s life, and artists cross the threshold to become true digital marketers who monetize their entire selves.
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