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Triller’s Kendra Johnson on Empowering Black Creators: ‘Focus on Your Why’

Kendra Johnson is the Senior Talent Growth Manager at Triller. With over 20 years of experience in talent management and hospitality, Kendra brings a wealth of knowledge and expertise to her role. Known for her passion for helping people, Kendra’s dedication and commitment have led her to assume the lead role in overseeing the Assembly for Black Creators at Triller. She is driven by a desire to uplift and empower Black talent, ensuring their voices are heard and their contributions are recognized in the entertainment industry and beyond.

What is the mission of the ABC at Triller?
The Assembly for Black Creators is committed to authentically serving the Black community by providing education, monetization and community support to Black creators.

What advice would you give to Black creators entering the industry?

  1. Focus on your WHY. Develop your personal brand mission so you can deliver the most authentic content and attract like-minded followers and partnerships.
  2. Educate yourself. Familiarize yourself with the influencer market and study the competitive landscape.
  3. Know your worth/value. Learn how to negotiate your rates and what you should charge for so you’re not undercutting yourself.

What advice would you give brands wanting to work with Black creators?
My advice to brands wanting to work with Black creators is to approach collaborations with authenticity, respect, and a genuine commitment to diversity and inclusion.

Some tips:

  1. Take the time to educate yourself about the unique experiences, perspectives, and challenges faced by Black creators.
  2. Don’t view Black creators solely as a means to reach a specific demographic. Instead, aim for long-term partnerships that align with your brand’s values and goals.
  3. Offer fair and equitable compensation that reflects the creator’s skills, experience, and influence.

Most importantly, use your brand’s platform and influence to uplift and amplify the voices of Black creators.

What are the trends you are seeing in this space going into 2024?
Trends I see going into 2024 are live selling — a more interactive experience to engage directly with their followers, and Virtual and Augmented reality integrations, as more creators are using AI to make content.


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