Meet the two LGBTQ executives who are helping labels score big on TikTok
, Moya says every project he works on now includes a TikTok strategy, whether that means in-app advertising, partnering with creators to spark music-based trends — which multiple sources telltypically costs a label low to mid five figures — or teaching artists to create eye-catching content themselves.
TikTok has had a bumpy relationship with the LGBTQ community: In multiple instances last year, users in the United States and abroad accused the app of taking down videos that were made by LGBTQ creators or featured pro-LGBTQ content; TikTok has said it was the unintended consequence of blanket measures to curb bullying content.
One of Ayadi’s favorite TikTok trends happened organically: Earlier this year, young women started posting videos set to Warner artist’s “Get Ugly,” lip-syncing to the lyric “This girl straight and this girl not” as a way to come out to friends and loved ones — a method as heartfelt as it is refreshingly nonchalant. “It’s empowering for it to be just a facet of who you are,” says Ayadi. “That’s something I’ve been waiting for since I was a kid.
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