The Creator Economy Is Culture’s New Marketplace
As you scroll through social media, you might notice certain hashtags, content creators, and UGC creators- do they sound familiar? They most likely will since content creation has quickly become one of the most valuable assets out there. With an uncertain job market, this digital career has made its mark, with nearly 50 million creators […] The post The Creator Economy Is Culture’s New Marketplace appeared first on Waymaker Journal.
Black News 
As you scroll through social media, you might notice certain hashtags, content creators, and UGC creators- do they sound familiar? They most likely will since content creation has quickly become one of the most valuable assets out there. With an uncertain job market, this digital career has made its mark, with nearly 50 million creators emerging. According to a Deloitte report, social commerce and content creation are expected to be worth $2 trillion by 2026. Content consumption, marketing strategies, and the inclusion of creator monetization are the driving forces behind content creation growth.
Brands and companies have noticed the economic value in the creator field and have decided to take part in it as well. Online influencers are receiving partnerships and sponsorships to promote brands on behalf of brands. This works in unison to expand exposure for a company and the influencers themselves. For people following an untraditional career path or leaning into entrepreneurship, this career path provides sustainable income and building a personal brand.
Here are some Black college TikTok creators taking advantage of this opportunity:
Camden Elijah
@camdenelijahh_ if you got academically assaulted this semester it’s okay (we all have before), but this is your guide on how to academically rebrand & have that academic comeback aka become the student who passes their exams!! #studytok #blackcollegestudent #studytips #academiccomeback #academicweapon ♬ Lobby Music (Original Soundtrack) – Kahoot!
Camden Elijah is the definition of putting you on. He’s a recent first-gen Columbia grad who’s been teaching students how to leverage their college experience and make the system work for them through TikTok. His lifestyle and educational content make numbers with a growing fanbase and sponsorships from ExternHQ and Microsoft. As the digital blueprint for college resources and success, Camden Elijah’s platform targets the companies that look for Gen Z talent and contribute to early career opportunities.
Zai Steppa
As the Top HBCU Host of 2025, Isaiah “Zai Steppa” Evans is driving culture one event at a time. While he coordinates functions at Morehouse College, he’s stepped into the role of bridging the community with corporations. He’s been commissioned by McDonald’s, Warner Bros., and SoundCloud to host them on his college campus while curating community events. Zai’s journey from campus events to partnering with big names is not only a testament to growth, but also to putting in the work when no one is watching.
McKenzie Taylor
McKenzie Taylor is a professional within the aesthetic beauty and lifestyle niche. With her minimalistic approach, she makes simple product hauls, OOTDs (outfits of the day), and excursions through D.C. and across the country into a luxurious experience. She even has Jergens, Valentino Beauty, and Cećred in her pocket with paid partnerships embedded in her content. Intentionality and distinct style in content creation make McKenzie the perfect person to curate for high-end brands.
Sydney Carmichael
Girly and curly is where Sydney Carmichael thrives in the digital space. Her content bridges natural hair, beauty, fashion, and even STEM chronicles, showcasing how complex she is. Brands like Shea Moisture, Not Your Mother’s, and White Fox Boutique gained interest in her multi-faceted platform through advertisements in her videos. Being the jane-of-all-trades in multiple niches is what makes Sydney a successful content creator and a magnet with branding.
Richard Obi
@ricchthekiid bison for the weekend! even though i am an Aggie, howard university did their thing i will say #howarduniversity #postgradlife #hbcu #hbcugrad #viral ♬ original sound – Editsxwqt
Campus life and common college struggles are the heart of Richard Obi’s content. The recent graduate of N.C. A&T State University (NCAT) uses his TikTok platform to show the true experience of NCAT mixed with comedic moments throughout his four year journey. His lifestyle and community videos generate revenue with Procter & Gamble, Max, and Warner Bros sponsoring content for campus events and daily life. Authenticity through humor and capturing the college experience makes Richard Obi the total package for brand investment.
N’iyla Nicole
With 11 years in content creation, N’iyla Nicole has mastered the beauty and lifestyle niche. Documenting her path as a biology major at The University North Carolina at Charlotte, she merges her passion for hair, makeup, and travel. Frequent advertisements with Poppi, Walmart and Dove–along with mass follower engagement–has contributed to her monetization. Setting the foundation early with consistency and purpose has rewarded N’iyla with a career of longevity.
Selah Zaire
@unlaidadulthairs Just because you don’t accomplish your goals on your timing, doesn’t mean your story is over! Everything pertaining to my development in the past two years is none other than the work of God! His will>>> anything else. Remember that & never forget to embrace your journey #fyp #ncat #ncat28 #hbcu #hbcuadvice #ncat27 #college #collegedecision #hbcuscholarships #hbcustudent #collegelife #aggiepride #fallsemester #hbcutiktok #godsplan #godswill #christiantiktok #stompnshake #bethelbruinscheer #stompandshake #stompnshakecheer ♬ original sound – selahzaire ᥫ᭡.
Selah Zaire’s social media has established her as the guide to navigating HBCU life. With a platform where HBCU culture and experiences are the focus, Selah uses her resources to help incoming students while showing her experience at NCAT. Sponsorships with Procter & Gamble, Walmart, and Charlotte Hornets have factored into her monetization with campus events along with commission-based TikTok content. Solidifying herself as the source for the HBCU community has opened doors of opportunity for her and future HBCU creatives.
Gabriella Coccarella
Coming from her Hampton University dorm, Gabriella Coccarella is stamping her print in beauty and experimental fashion. Tutorials in makeup and hair, followed by fashion lookbooks with trending TikTok sounds, makes her entertaining, yet hard to scroll away from. Her presence has caught the eye of OUAI, Rhode, and Glossier with partnerships and PR packages–in addition to commission from the ShopMy platform. Influence combined with a creative mindset has turned Gabriella into that girl.
Taylor Bowman
@planetayrium come behind the scenes with me as a 20-yr-old news anchor !!! #newsanchor #behindthescene #anchor #newsgirl #journalismstudent ♬ original sound – TAYLOR BOWMAN
Taylor Bowman is redefining what it means to chase stories and create them through social media. This University of Missouri student highlights her journey to journalism with hilarious behind-the-scenes look, hair vlogs, and what her student life consists of. Favorite brands of hers like 7Brew and Poppi contribute to her content with paid partnerships. Blending her traditional career path with content creation makes her content an asset to driving brand narratives and connecting with the college audience.
Mekhi Brown
@mekhibrown HOCO DAY RECAPPPPP #philly #templeuniversity #hbtu #homecoming #temple ♬ original sound – nicole
Mekhi Brown has established himself as the TikTok tour guide to watch. The Philly native and recent graduate of Temple University has dedicated his time to curating his city one stop at a time. From the best restaurants, live entertainment, and hidden gems, he’s making people take a different look at the City of Brotherly Love. Partnering with Wanderu and Uber, he’s shown that your hometown may have more to offer than you think.
The post The Creator Economy Is Culture’s New Marketplace appeared first on Waymaker Journal.
