The Face launches talent agency for TikTok creators
The Accelerator agency will work with creators to develop their content and profile, as well as consulting brands on suitable talent partners and marketing on the social media platform.
- Jenny Brewer
- 3 March 2021
- Reading Time
- 2 minute read
The Face has launched a new talent agency for TikTok content creators called Accelerator, with the aim of developing creative talent and consulting brands on campaigns for the social media platform. While TikTok has over a billion users in 150 countries, The Face believes many major artists and brands are yet to develop a voice on the platform. Hence the agency aims to work with established and emerging artists to “tap into this huge, untapped potential”. It will also offer consultation to brands on how to interact with the TikTok audience in innovative ways.
Accelerator will work with creators to develop their profile on- and off- channel, and aim to “fast-track” a new generation of talent on to the platform, and consult brands on the most relevant TikTok creator to partner with for campaigns. This launch follows the magazine’s Winter 2020 issue feature titled New TikTok Rebels which listed five creators seen to be making innovative content in the realms of music, beauty, activism, comedy and fashion, such as Abby Roberts and Jender Anomie. The magazine also has a reputation for working with cutting edge cultural talent, such as Corinne Day shooting an unknown Kate Moss for its July 1990 cover, to its recent FKA Twigs cover shot by Charlotte Wales. TikTok star Noen Eubanks starred on the Spring 2020 cover, shot by Steven Klein.
Culture publication The Face originally launched in 1980 (and was relaunched in 2019) as part of Wasted Talent, the talent agency formed by Ian Flooks in 1979 which represented Talking Heads, Kraftwerk, The Clash and The B-52’s, and later the Red-Hot Chilli Peppers and U2. Therefore launching an agency isn’t a totally alien concept, albeit a shift from music to a broader set of multidisciplinary artists. A press release from the agency says this launch “carries on Wasted Talent’s illustrious legacy, adapting, finessing and supersizing it for the TikTok age”.
“We’ve always been interested in bringing together the most interesting new creatives, and showcasing their work,” says Dan Flower, managing director at The Face. “Over the years that’s seen us work in print, galleries, online, at parties, gigs and with clothing. The talent we work with are always drawn to new formats, new ideas and new ways of doing things – and for us, that’s what makes TikTok so interesting right now. The creative spirit remains the same, but it gives our community a completely new way to communicate, and a bigger audience than ever to do it to. They want their work to be seen there, and we can make sure it gets noticed.”
Last year It’s Nice That partnered with TikTok to commission 12 creatives including Sophie Koko Gate, Joy Yamusangie and Lucas Zanotto to interpret a different emotion, each using a different discipline. Each artwork lived in the TopView slot of the app; you can see the results here.
Steven Klein: Noen Eubanks for The Face, Spring 2020