I tuned into the 2023 TikTok Awards, so you don’t have to (but if you want to you will be able to watch the full evening on Neon from the 10th December).
The awards felt like a blend of the Nickelodeon Kids' Choice Awards and What Now. If you're in New Zealand, you’ll know exactly what I mean.
For context, I think it is important to note that TikTok isn’t just a social media platform; it's an entertainment platform. This might be why the awards reminded me so much of the Kids' Choice Awards – they’re essentially the same concept. TikTok is a platform where creators produce their own short form 'series' or 'shows'. These shows are just on your phone in bite-sized chunks, rather than on your TV for 45 minutes.
Many of these creators are essentially media companies – directing, producing, casting, acting, and editing media for our entertainment.
There's a lot of stigma around people who create online content. We often assume they're just people who get invited to flashy events and sit at home and receive free products. But they’re more than that: they're not only marketing geniuses but also media and entertainment companies.
But let’s dive into the Awards.
Hosted by last year's Creator of the Year, Kat Clark – known for her daily vlogs, relatable humour, and being a mum to two young women – along with Abby Chatfield, an Australian Media Personality, Host, Podcaster, and all-around epic human, and Tony Armstrong, someone I have not come across before, but with a quick Wikipedia search, is a TV presenter and former Aussie Rules football player.
The event began with a respectful nod to the Indigenous Custodians of the Land, acknowledging past and present elders. Followed by an opening dance showcasing the variety of creators on TikTok, from fashion, sport, business, comedians and music. To be honest the dancing felt a bit cringey, and interestingly didn't translate well through the livestream like it perhaps would have in short form snippets,but a showcase of the kinds of creators on the app nonetheless.
Throughout the evening, there were comedy skits from well-known Australian creators, an obstacle course promoting sponsor CeraVe (giving off strong What Now vibes), a music contest reminiscent of a Tonight Show segment, and a closing performance by Armani White of his TikTok-viral 'Billie Eilish' song.
But let’s delve into the awards themselves:
Video of the Year
@andydavie with his Fitzroy Garage Sesh video.
Sport Creator of the Year
Naturally went to the @matildas
NZ Creator of the Year
Presented by none other than Social Media star Jazz Thornton.
The nominations for this category were
Winner- Judaxx
Nominated- Uce_gang6
Nominated- Royal Family Dance Crew
TikTok for Good Award
International Creator of the Year
Comedy Creator of the Year
Live Creator of the Year
New Zealand Creator Paakadavis
Music Act of the Year
Business Creator of the Year
Sarahemiliaofficial a hairdresser who shared in her acceptance speech she only started her account in January
Creator of the Year
Though the event had an air of the Nickelodeon Kids' Choice Awards (I half-expected slime at any moment), it was an incredible showcase of the future of the entertainment industry. Despite some comments on the livestream deeming the concept of the awards 'lame', I believe it signifies where the media and entertainment sectors are headed, with recognition and accolades for content creation becoming increasingly standard.
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