Célébré chaque année au mois de février depuis 1976 aux Etats-Unis, le Black History Month constitue une célébration annuelle des accomplissements de la communauté africaine-américaine et d’un moment de reconnaissance du rôle central de celle-ci dans l’histoire des Etats-Unis.
LIFEWTR, marque d’eau en bouteille haut de gamme et engagée, appartenant au groupe Pepsi Co, ouvre à cette occasion un compte Tik Tok dont la community manager sera le temps de ce mois, Marsai Martin.
En réponse au mouvement Black Lives Matter, la marque d’eau a lancé en octobre 2020 son initiative Black Art Rising au travers de laquelle elle soutient, honore et fait évoluer la culture africaine-Américaine en célébrant l’ensemble des artistes noirs. Après avoir collaboré avec de nombreux artistes issus de la communauté noire américaine, comme Doja Cat ou Issa Rae, LIFEWTR poursuit son initiative en invitant la jeune actrice de 14 ans, Marsai Martin, à devenir la community manager du compte Tik Tok de la marque. Recettes de cuisine, mode, chant, maquillage.. cette année peu importe le domaine artistique, toute la communauté sera mise à l’honneur !
« Having grown up in the entertainment industry and being a creative myself, I’ve seen the lack of resources and representation within the Black content creator community. Being able to create opportunities that spotlight and celebrate Black digital creators who are pushing the culture forward is something I will always support. » Marsai Martin
Marsai et l’ensemble des artistes du Black Art Rising invitent cette année les internautes à eux aussi participer à l’initiative en soumettant leurs œuvres sur Tik Tok, en utilisant le hashtag #BlackArtRisingContest. Ces derniers tenteront de gagner 1 000$, d’être partagés sur le compte Tik Tok de la marque et de voir leurs œuvres présentées sur une bouteille d’eau.
Mais l’initiative ne s’arrête pas là : LIFEWTR lance un drop NFT dont la recette sera entièrement reversée aux artistes.
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