Creators from historically marginalized communities have pushed for recognition and compensation for viral trends; now, brands like Netflix and Lyft are acknowledging this impact by hiring TikTok creator Jools Lebron.
Brands are increasingly eager to join viral trends authentically, contributing to cultural moments instead of intruding, which leads them to collaborate with creators like Jools Lebron.
There's escalating pressure on brands to credit creators from marginalized communities to avoid backlash and to acknowledge the origins of cultural trends in their marketing.
Intellectual property rights surrounding TikTok content remain unclear, presenting challenges for both creators and brands when it comes to ownership and compensation.
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