Black dance creators' strike on TikTok sparks online appropriation conversation

Frustrated by a lack of sponsorship dollars and branding opportunities, Black Tik Tok creators are "striking" to gain recognition for dance trends often hijacked by white creators, a move that's sparked conversations around online appropriation. 

Following the release of Megan Thee Stallion's new song "Thot S---," a creator named Erick Louis (@theericklouis) posted a video saying that he made a dance to "Thot S---" But toward the end of the video, the text reads, "Sike. This app would be nothing without (Black) people."

Louis' message encouraged other Black creators to refrain from posting choreographed videos and to fight for further recognition, which has left little inspiration on the video-sharing app.

But even with the original boycott video, white Tik Tok creators attempted to copy Louis, appearing to believe it was actually a new dance trend.

The most widely shared videos, which were choreographed by white creators, have been criticized by other TikTok users, who claim they lack energy and creativity.

Near East Side artist Katerina Fuller, who serves as program manager for Transit Arts, said she's encouraged by the online movement, as young people are confronting an issue that's plagued generations of Black and Brown influencers. 

"I absolutely love it. I think historically, Black creators' work has been stolen and repackaged for a white audience without getting their due diligence," Fuller, 28, said. "I love that the young people make sure you recognize them and are fighting to show them we are the culture."

While she doesn't think the boycott will stop white creators from co-opting Black trends long-term, Johnae Spain, 23, an AmeriCorps VISTA for Transit Arts, said she's also encouraged by the added awareness.

"It's a step in the right direction," the downtown resident said. "I don't think it will stop White creators, but at least people know and people can't deny the fact that Black culture influences the world."

Where the online appropriation conversation started

Despite the strike's emergence, the online appropriation conversation has taken place years before the start of the boycott. 

Since 2019, the video-sharing platform, owned by Chinese company ByteDance, has continued to gain popularity. But the app's biggest stars have been accused of appropriating Black culture for the purposes of monetization. 

Back in March, TikTok star Addison Rae Easterling appeared on "The Tonight Show with Jimmy Fallon" and performed multiple TikTok dances, most of which were created by Black dancers, without crediting them. 

Fallon attempted to set things straight by inviting the original creators on the show via Zoom. But for many, the damage was already done. 

Issues with TikTok algorithm

Users also questioned TikTok's algorithm in the moments following the killing of George Floyd, as videos using the hashtags #BlackLivesMatter and #GeorgeFloyd appeared to receive 0 views. 

In a written statement last June, TikTok US General Manager Vanessa Pappas and Director of Creator Community Kudzi Chikumbu cited the issue as a "technical glitch" that altered the display of the videos.

Nearly a year later, NBC News reported that little had changed since the statement's release. Black creators' content was still appearing below that of white creators, and some users complained that videos they posted addressing racism were flagged as hate speech.

A need for more support, recognition

Since the start of the boycott, even non-TikTok users have shown their support in the fight for creative equity. But with the strike inevitably coming to an end, Spain said it's up to other groups to step in and show solidarity. 

"We can do all the work we want to do, but if they're not giving us the opportunity or paychecks, what can we do?," she said.

Without this support, Spain said she and others will be pushed even further to create their own platforms, ones that will recognize the impact Black creators have on pop culture and magnify it. 

"If these apps or companies don't get it together, we'll start doing it ourselves," Spain said. "That's how we empower our people. We make our own standards and we go by those."

Along with added acknowledgment and financial compensation, Fuller said Black creators have to readopt the "mixtape era" mentality. 

With each of their creations, Fuller said there needs to be a verbal or visible stamp so people are aware of the source. And while placing a dance creator's name in the caption of a post has been on the rise, there need to be further strides, she said. 

On the same note, Transit Arts Program Associate Andre Barrept Jr, 26, said Black creators need to empower themselves through knowledge and research. In looking through history, the Whitehall resident said a lot of opportunities have been missed due to a lack of information on monetization. 

"If you come to the table with enough knowledge and backing, they really can't do much," he said. "That's what we need to do in other avenues of culture, to keep improving knowledge and savviness so when businesses comes to the table, we're ready.

"If we continue increasing our knowledge as a community, we'll have the power ..."They can't ignore us."

– The Columbus Dispatch