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LIFEWTR leverages TikTok, NFTs to support Black artists


By Webb Wright | Reporter

February 3, 2022 | 5 min read

LIFEWTR is debuting a TikTok platform and new NFTs designed to raise awareness about Black artists and their work. Here’s what you need to know about the latest chapter of the brand’s ‘Black Art Rising’ initiative.


LIFEWTR has unveiled the latest chapter of its ‘Black Art Rising’ initiative

LIFEWTR is leveraging the twin powers of marketing and technology to empower Black artists. Today, the PepsiCo-owned brand announced that it is launching a new campaign to support Black artists through the launch of its TikTok platform and the limited release of non-fungible tokens (NFTs), as well as a new contest. The new campaign is an extension of the brand’s Black Art Rising initiative.

That initiative was originally launched in October 2020, in the midst of a tumultuous period that witnessed both the escalation of the Covid-19 pandemic and growing social unrest in the aftermath of the murder of George Floyd in May of that year.

Black Art Rising was a campaign led by LIFEWTR to capture and promote the wave of creativity and artistic expression that flowered in response to and alongside the Black Lives Matter movement. The introduction to the digital exhibit reads: “Black voices have demanded justice ... Black creatives spoke out as they always do, with powerful, arresting art. And now, they pledge to uplift other voices, building a lasting movement, one artist at a time.” In February 2021, the brand took the initiative a step further by releasing a limited-time collection of bottles that featured artwork from three Black artists.

The announcement today marks the most recent chapter of the broader initiative, which is geared in part toward the uplifting of Black voices via social media. LIFEWTR announced that it has debuted the company’s official TikTok account, aimed at supporting and amplifying Black digital content creators. “Black creators have been stifled by systemic biases and overt discrimination,” says Zach Harris, vice-president of marketing, water portfolio at PepsiCo North America. “[The] Black Art Rising platform, through TikTok in particular, raises attention and celebrates their unique creative expressions that are shaping today’s trends ... TikTok is a great platform in which creatives – and honestly anyone – can show their creative skills.” LIFEWTR’s TikTok account will be curated by actress Marsai Martin for the duration of Black History Month.

LIFEWTR will be releasing a collection of limited-edition NFTs that were made in collaboration with artists Julian Gilliam and Shaylin Wallace. The NFT launch is “designed to support Black creators in a real and lasting way,” says Harris. “While NFTs have become an innovative tool to democratize access to consumers ... work by Black artists represents only a small portion of the total global NFT market. So, we’re going to be expanding our Black Art Rising platform into the world of NFTs as we continue to explore new ways to help support the Black creative community.” The brand is encouraging consumers to follow its Instagram and TikTok accounts to learn more about how the tokens – which are slated for release later this month – can be obtained.

LIFEWTR has also announced the Black Art Rising Contest, which is offering 25 $1,000 prizes, as well as the opportunity for artists to see their work featured on LIFEWTR bottles and social media channels.

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