NYX Professional & Walmart Team Up with Triller to Support Black Creators

NYX Professional Makeup and Walmart are partnering with Triller to help support Black creators and help them monetize their content. 

Triller is an AI-powered open garden technology platform for creators. The company has announced it is pledging 50 million guaranteed views to Black creators during the month of February—in honor of Black History Month. 

Walmart and NYX Professional Makeup will provide monetization and brand partnership opportunities to over 200 creators involved in Triller's Assembly of Black Creators.

Both companies will promote and sponsor content across social media to ensure maximum visibility and exposure throughout the month. 

Triller says the mission further extends its ongoing efforts to provide all creators with greater control, extensibility, and agency—and specifically empower Black creators.

Mahi de Silva, CEO of Triller, explains, “We are leading the way for social platforms to offer more equitable interactions and rewards for Black creators, who have a major impact on culture but are largely overlooked and underserved in opportunities to monetize their success."

De Silva continues, “This pledge furthers our mission to help creators optimize and monetize every piece of content and every experience they build, while bridging the gap between culture, content, and commerce that are so deeply intertwined today.”

Walmart's Black & Unlimited Campaign

Walmart will use creators from Triller’s Assembly For Black Creators, including the Collab Crib creators, to launch its Black & Unlimited campaign.

The campaign "embraces the many existing intersections of Black identity," Walmart states.

Walmart says they are committed to championing Black creators who help to define culture by providing them with the tools they need to better elevate their talents.

NYX Launched the 'Queens Celebrating Queens' Initiative

NYX Cosmetics has launched the Queens Celebrating Queens initiative, a program celebrating Black creator contributions to the beauty industry.

The NYX "Ultimate Queen" Collection (shown above) was inspired by artwork from Black artist Kendra Dandy. The line's yeshadow palettes, eyeliners, and lip glosses feature Dandy's artwork.

NYX Professional Makeup will also extend long-term contracts with creators, supporting emerging artists, musicians, and more. 

Yasmin Dastmalchi, general manager, NYX Professional Makeup, says, “We want to see a space in beauty where Black creators are top-earners in the industry and get the recognition they deserve."

Continuing Throughout 2022

The initiative will extend throughout 2022, offering continued monetization opportunities for creators on Triller.

Walmart will be sponsoring a Summit to bring the Assembly of Black Creators back together in February. The event will feature educational programming that includes marketing and creative industry leaders, cultural icons, and some of social media’s most successful emerging creators.

In March, the creators will join Triller at SXSW implementations. They will be given more exposure and the opportunity to cross-collaborate with some of the world’s biggest brands.