TikTok is doubling down on its recent focus on content creators in a new collaboration with Jaden Smith.
The partnership focuses on the release of his new album, CTV3: Cool Tape Vol. 3, and will feature a brand new line of co-branded merchandise, inspired by the vibrant colors reflected throughout the CTV3: Cool Tape Vol. 3 campaign.
Smith’s collection will include an exclusive CTV3 tie-dye bucket hat and face mask, as well as an at-home tie-dye kit and a co-branded pink hoodie and yellow t-shirt.
In addition to this latest collaboration, TikTok recently announced the creation of a $1bn creator fund, with creatives of color prominently featured.
According to Smith, TikTok is the perfect platform for reaching out to youth culture.
“I really care about TikTok’s ability to impact youth culture, and I definitely want to make an impact on youth culture with this album. I want to spread peace and love in the world and TikTok is helping me do that,” he said.
His partnership with the platform comes at a tumultuous time, as TikTok faces opposition from the U.S. government, the recent departure of its CEO, and claims that content relating to the Black Lives Matter movement is being suppressed, even as creators of color are underscored by the app.
Michael is a senior correspondent at Marcom Weekly covering news, brands and feature stories.