LIFEWTR is launching a TikTok campaign and NFTs to support Black artists. The PepsiCo-owned bottled water brand recently launched a Black Art Rising initiative and tapped actress and producer Marsai Martin as the “creative curator” for the brand’s new TikTok account. Martin is responsible for coordinating original artwork from Black creators across the performance, fashion, makeup, and culinary art spaces and the first four artists to be featured are Ajani Huff, Kihmberlie, Cakeface RJ, and Gabrielle Reyes. The brand is also hosting a contest that will allow followers to submit their own artwork using the hashtag #BlackArtRisingContest. Participants have the chance to win $1,000, see their artwork featured on a LIFEWTR bottle, and have it featured on the brand’s TikTok channel. LIFEWTR is also getting into NFTs by commissioning 100 prints created by Black artists in honor of Black History Month. Those who are interested in buying an NFT can follow LIFEWTR on Instagram and TikTok to learn how to access the limited-edition art later this month on digital art online auction platform, Nifty Gateway. (Marketing Dive, The Drum)
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