Business

TikTok Teams With MACRO to Launch Incubator Program for Latinx Creatives

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J Balvin will be a speaker for the Latinx creative program.

TikTok and MACRO -- a media company that represents the voice and perspectives of Black people and persons of color -- have teamed up to launch a new incubator program called TikTok Latinx Creatives in an effort to help further grow the Latinx creative community on the platform.

The 10-week program announced ahead of Hispanic Heritage Month (Sept. 15 - Oct. 15) will focus on nurturing and developing 150 talented Latinx creators and music artists. "We're driven to spotlight and support Latinx talent with a platform that amplifies their voices and a community that is moved by them," TikTok said in a statement. Colombian star J Balvin will be the premier speaker at TikTok Latinx Creatives.

MACRO will advise on the selection of speakers, programming content and professional and business-building opportunities for program participants. In addition, TikTok and MACRO will create a grant for a select group of Latinx creators and music artists.

"Building on the success of our MACRO x TikTok for Black Creatives program, we are thrilled to again partner with TikTok to identify and develop the next generation of Latinx entertainers," Stacey Walker King, MACRO's chief brand officer, said in a statement. "As a company, we have had much success in championing storytellers and giving them a platform to tell their stories and build businesses. We look forward to discovering new talents through this industry leading program."

According to TikTok, popular Latinx community hashtags -- including #Latino, #Latina, #Familia, #Hispanic -- generate "significant" community engagement and have accumulated more than 10 billion video views, which grew +185% since Latinx Heritage Month 2020.

Through TikTok Latinx Creatives, emerging creators and music artists will participate in educational events, workshops and community-building forums with Latinx entrepreneurs and celebrities across music and entertainment, culture and business. From now until Sept. 8, Latinx TikTok creators who meet the eligibility criteria can apply for the program here. Finalists will be named later this month.

TikTok Latinx Creatives launches seven months after TikTok and MACRO announced TikTok for Black Creatives in February. According to TikTok, nearly two dozen creators who were part of the three-month inaugural program have gone on to music, film, and brand-related projects.