Lifewtr Taps Marsai Martin to Expand Black Art Rising Initiative
Niko Pajkovic — February 7, 2022 — Marketing
References: lifewtr & marketingdive
Lifewtr, a bottled water brand owned by PepsiCo, has announced that it will be teaming up with actress and producer Marsai Martin to expand its Black Art Rising initiative. Martin will join the company as the creative curator of Lifewtr's TikTok account, where she will be responsible for coordinating original art from Black creatives spanning fashion, dance, culinary, makeup, and more.
Lifewtr has already announced the names of the first four creators to be featured as part of the initiative. These include Kihmberlie, Ajani Huff, Cakeface RJ, and Gabrielle Reyes. In addition, Lifewtr will be hosting a social media contest allowing followers to submit their own art using the hashtag #BlackArtRisingContest. Winners will receive $1000 cash and will have their artwork featured on a Lifewtr bottle and promoted via the brand's TikTok.
"Being able to create opportunities that spotlight and celebrate Black digital creators who are pushing the culture forward is something I will always support," said Marsai Martin in a recent press release.
Image Credit: LIFEWTR
Lifewtr has already announced the names of the first four creators to be featured as part of the initiative. These include Kihmberlie, Ajani Huff, Cakeface RJ, and Gabrielle Reyes. In addition, Lifewtr will be hosting a social media contest allowing followers to submit their own art using the hashtag #BlackArtRisingContest. Winners will receive $1000 cash and will have their artwork featured on a Lifewtr bottle and promoted via the brand's TikTok.
"Being able to create opportunities that spotlight and celebrate Black digital creators who are pushing the culture forward is something I will always support," said Marsai Martin in a recent press release.
Image Credit: LIFEWTR
Trend Themes
1. Increasing Black Representation in Art - Brands like Lifewtr are expanding initiatives to promote and support Black creatives in various art forms.
2. Social Media Contests for Art - Companies are using social media contests as a way to engage with audiences and promote emerging artists.
3. Tiktok as a Platform for Art and Creativity - Influencers and brands are collaborating to showcase original art and creative talent on TikTok.
Industry Implications
1. Food and Beverage - Product and beverage companies like Lifewtr are incorporating art and creativity into their marketing strategies to attract new consumers.
2. Entertainment - Celebrities like Marsai Martin are using their platform to promote and support emerging artists, and by doing so, contributing to the entertainment industry.
3. Technology - TikTok's increasing popularity as a platform for creative expression opens up opportunities for technology companies to tap into this form of visual arts and expand upon it.
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