25 November 2024 Nine African creators from Kenya, Nigeria, and South Africa were in London last week for the exclusive European premiere of Universal Pictures’ new cinematic event, Wicked, ahead of the film’s global release this past weekend.
The selected inspirational creators, including creators from the Visionary Voices Africa list, participated in various Wicked-themed activations at iconic London locations, including visiting the Sketch tea room. In addition to sightseeing, the creators interacted with film stars Cynthia Erivo and Ariana Grande at a pre-premiere meet and greet at Raffles. They also attended tailored Film and TV Fan Content workshops at TikTok’s UK offices, where they learned valuable tips on improving their content creation skills.
Based on the generation-defining blockbuster stage musical, Wicked, the untold story of the witches of Oz, stars Emmy, Grammy and Tony-winning and Oscar®-nominated powerhouse Cynthia Erivo (Harriet, Broadway’s The Color Purple) as Elphaba, a young woman, misunderstood because of her unusual green skin, who has yet to discover her true power and Grammy-winning, multi-platinum recording artist and global superstar Ariana Grande as Glinda, a popular young woman, gilded by privilege and ambition, who has yet to discover her true heart. Their extraordinary adventures in Oz will ultimately see them fulfil their destinies as Glinda the Good and the Wicked Witch of the West.
So far, over 49,000 videos have been created, and 1.5 million people have been searching for content related to Wicked.
Caption: Creators from Sub-Saharan Africa, the US, UK with Cynthia Erivo and Ariana Grande at the pre-premiere meet and greet event.
The TikTok Effect
Entertainment and TikTok go hand in hand. With 1 billion monthly users, and over 66,000 videos created every minute, TikTok has transformed entertainment into an interactive experience where audiences actively shape the content. The platform merges community and entertainment, turning passive viewers into active participants and making entertainment more inclusive and vibrant.
A TikTok Marketing Science Global Entertainment Study by Material further highlights the platform’s impact:
- 62% of Millennial TikTok users post on TikTok after interacting with entertainment content, underlying TikTok’s role as a hub for active engagement.
- 91% of Millennial TikTok users, 92% of Gen X users, and 82% of Gen Z users stream TV/movies weekly, emphasising TikTok’s strong connection to entertainment consumption.
TikTok is a full-screen, sound-on experience where users can discover new movies and TV shows. Movie recommendations like “movies to watch 2024” and “best movies to watch 2024” have seen increasing engagement across South Africa, Kenya, and Nigeria. Popular categories include movie and TV shows, celebrity news, entertainment news, and theatre content. Globally, over 3 million posts have been created on the platform using hashtags like #WhatToWatch.
Wicked African Creators
The talented creators who attended the Wicked premiere embody the creativity that TikTok fosters. Their journey to London is a testament to the growing influence of African voices in entertainment.
- Azziad Nasienya (Kenya)
- Claire Wamboi (Kenya)
- Grace Amaku (Nigeria, based in the US)
- Hilda Effiong Bassey (Nigeria)
- Iremide Makinde (Nigeria)
- Pelumi Olawuni (Nigeria)
- Banele Ndaba (South Africa)
- Kayla Kim Meiring (South Africa)
- Tricia Mpisi (South Africa)
TikTok as a Destination for Entertainment Discovery
TikTok’s influence on entertainment is undeniable. It has become a powerful destination for discovering new shows and movies, serving as a modern-day TV guide for users. Home to a passionate community of film buffs, super-fans, and critics, TikTok provides an innovative way for studios to connect with viewers.
On TikTok, users help shape cultural moments by creating videos, joining challenges, and sharing their takes on trending entertainment topics. Today, entertainment isn’t just about watching—it’s about engaging, contributing, and being part of the cultural conversation.