TikTok, the video-sharing app that prides itself on diversity and inclusion is among the many corporations that aimed to celebrate Black History Month. This year, TikTok thought big – Nicki Minaj big. Various creators, some Black and some not, were invited via email to a Zoom call with the famous rapper.
Feb. 8, the day of the Zoom, several Black TikTok creators complained they were unable to access the call. Those who were able to join shared that out of the few who were chosen to ask Minaj questions, most were non-Black creators. This, along with TikTok’s history of mistreating Black users’ content, has created a wave of disappointment on the app.
Anthony Hyland, or ispeak1906, responded to a White creator’s apology for asking Minaj a question.
“You came on that Zoom with nothing more than the intention to colonize our space.”
The White creator was Josh Helfgott, a user with almost 5 million TikTok followers. Helfgott is known for his signature phrase, “Gay news,” that he starts every video with. According to Hyland, Helfgott asked Minaj what she would say to LGBTQ+ audiences who were scared. He then asked Minaj to repeat his catchphrase.
“After them telling us not to film or take pictures, you [said] ‘can you say gay news?’ Why, for content later?” Hyland questioned.
According to NBC, 400 TikTok creators were sent an email invite for the Zoom that would be cut off at 1,000 people. By the time of the call, only 300 were able to join. The others would watch the time pass in the waiting room, where some spent upward of 40 minutes.
“I’m looking through the gallery… If I had to give a percentage, I would say between 75 to 85%of creators on that Zoom were not Black,” Hyland told NBC. He further elaborated, saying that there was time for six questions for Minaj, four of which were asked by non-Black creators.
Following the backlash, a TikTok representative apologized for mishandling the event. “We fell short of providing the experience we intended and we are profoundly sorry for the negative impact caused by our missteps. #BlackTikTok, we hear you; we value you and we will do better.”
TikTok also emailed various creators, like user bryanthediamond, to apologize for causing such controversy. Bryan, a White creator with 4.5 million followers on the app, was another user who was called out for joining the Zoom dedicated to Black History Month.
“It’s Black creators that have a larger following that have not received this type of care,” user logantheempress said, referring to Bryan receiving an apology email, but not Black creators. Logan, who was invited but unable to join the call, has about 500,000 followers. She took to her audience on Feb. 13 to express her frustrations. “I’m not attacking him. I’m just showing you how TikTok has been taking care of their non-Black creators.”
Many Black users feel that this misstep could not have come at a worse time. TikTok has long been accused of ignoring and tokenizing the Black community. In June 2020, during a rise of activism for the Black Lives Matter movement, TikTok reportedly experienced a glitch where the #BlackLivesMatter and #GeorgeFloyd hashtags were shown as receiving zero views.
Vanessa Pappas, a TikTok U.S. General Manager, wrote, “We want you to know that we hear you and we care about your experiences on TikTok. We acknowledge and apologize to our Black creators and community who have felt unsafe, unsupported or suppressed.”
In July 2021, Black creators went on strike with the hashtag “#BlackTikTokStrike.” During this strike, these users refused to develop a dance to Megan Thee Stallion’s song “Thot S***,” protesting the celebration of White users becoming famous off the creativity of Black users. Such an instance was- and is- continuous, like Addison Rae being welcomed on “The Tonight Show” to perform TikTok dances, none of which were hers.
Most recently, Black creators were disappointed to learn in a Forbes article that Rae and fellow TikTok star Charli D’Amelio’s income increased some 200% from 2020 to 2021. The two took their fame to Netflix movies, Hulu reality shows and the music industry when they owe their popularity to Black creators.
Brittany Bright took to Twitter, expressing her thoughts on the subject. “As trendsetters, [brands] need US – not the other way around.”As for the current ruse with TikTok, Minaj is allegedly planning another call for those who were disappointed or unable to join. “I had a really great Zoom with TikTok today,” the rapper said in an Instagram Live. “I hear you guys and let me see if I can schedule something else for you guys. Trust me, I heard y’all loud and clear.”