In recent weeks, brands like Netflix, Zillow, and Lyft have been making headlines for their collaborations with viral TikTok creator Jools Lebron. Lebron, a transgender TikToker with 1.9 million followers, started the „Very demure. Very mindful“ trend in early August. This trend has caught the attention of brands looking to authentically engage with internet culture.
The decision to partner with Lebron instead of creating their own „demure“ content reflects a shift in how brands approach viral trends. Jen Winston, director of social at Lyft, emphasizes the importance of authentically appreciating internet culture to break through the noise and connect with audiences. This approach not only resonates with users but also minimizes the risk of backlash for not crediting the original creators.
The issue of crediting and compensating creators for their viral moments has been a longstanding concern, especially within communities of color. Brands have faced criticism for co-opting viral trends without acknowledging the creators behind them. This lack of recognition has sparked conversations around intellectual property rights on platforms like TikTok, where the ownership of trending sounds and songs is often unclear.
Lebron’s recent collaborations with brands like Lyft, Netflix, and Zillow highlight a growing trend of brands working directly with creators to tap into viral cultural moments. These partnerships not only benefit the creators by providing them with recognition and compensation but also allow brands to authentically engage with their audience and stay relevant in a rapidly changing digital landscape.
The history of creators not being credited for their viral moments stretches back to platforms like Vine, where phrases and dances were often appropriated by brands without acknowledgment. The case of Jalaiah Harmon, who created the Renegade dance, and Kayla Lewis, known as Peaches Monroee, who popularized the phrase „On Fleek,“ are just a few examples of creators whose work was co-opted by brands.
As the industry evolves, there is a growing awareness of the importance of giving credit to creators and compensating them for their ideas. While challenges remain in maintaining attribution for viral trends, brands are increasingly recognizing the value of working directly with creators to leverage their creativity and authenticity.
Overall, the trend of brands partnering with creators like Lebron signals a shift towards a more respectful and collaborative approach to engaging with viral moments. By spotlighting creators and giving them due credit, brands can build stronger connections with their audience and contribute to a more inclusive and equitable digital landscape.