TikTok donates 5 million euros to German museums to promote diversity projects

TikTok, the well-known social network of short video clips on mobile devices, has made available five million euros to support museums and arts and cultural institutes in Germany that decide to launch programs on inclusion and diversity. The initiative, called #CreatorsForDiversity and conducted in partnership with the digital “think-and-do tank” Betterplace Lab, aims to support German institutions in reaching out to culturally interested audiences, and will do so not only financially, but also with practical support for launching digital diversity initiatives, for example by providing contacts and expertise, targeted training interventions and consulting, both in terms of communication and measures to promote diversity.

Selecting the projects that will be eligible for the fund (there will be a total of fifty museums and institutes that will receive funding: thus a sum of 100.000 euros per institute) will be a jury called the Diversity Board, composed of Raul Krauthausen (well-known German activist for the rights of the differently-abled, founder of the non-profit Sozialhelden for the promotion of social equity), Kemi Fatoba (writer and founder of DADDY magazine dedicated to black culture issues) and Younes Al-Amayra (founder of the highly-followed Youtube channel datteltäter, dedicated to information and satire on Islam-related topics in Germany).

“We need initiatives like #CreatorsForDiversity,” declares Raul Krauthausen, “because diversity and inclusion are also a matter of culture and are crucial for society.” TikTok’s managing director in Germany, Tobias Henning, explains, “It is important for us to offer cultural workers new ways to exchange ideas with their audiences. #CreatorsForDiversity creates new formats that inspire and encourage TikTok users to immerse themselves in the themes of art, culture and diversity. With this initiative, we want to support the cultural industry, which is suffering greatly from the current situation because the emergency makes live meetings impossible.”

Museums and arts and cultural institutions that wish to apply for the program have a dedicated website, www.creatorsfordiversity.de, through which they can submit their applications until April 11, 2021. Winners will also be required to set up (if they do not already have one) a TikTok channel where they will publish at least eight posts (i.e., eight short videos) per month. The videos, the project website explains, will aim to inspire and encourage users to engage with the themes of art, culture and diversity.

TikTok donates 5 million euros to German museums to promote diversity projects

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