Tucked within Sydney’s grand ICC Theatre on Wednesday night, a major award show unfolded with all the glitz and glamour one might expect from a high-profile event. Excited attendees posed in front of brand activations, confetti rained down, and celebrities such as Cody Simpson and Osher Gunsberg announced the winners, determined by a staggering 6.4 million public votes.
You’d be forgiven for mistaking this for the Logies or ARIAs. However, it was the TikTok Awards, a five-year-old initiative designed to recognize individuals who, if you’re over the age of 35, might be unfamiliar to you. Dubbed ‘the Oscars of social media’ by some, the awards highlight the platform’s diverse offerings, celebrating emerging talent across comedy, beauty and fashion, music, sports, and cooking.
Last year, the Australian ceremony, which also honors New Zealand creators, attracted over 2.2 million viewers across TikTok Live, Binge, FOX8, and Kayo Sports. US singer JoJo Siwa even performed onstage, and airguns blasted T-shirts into the crowd. In contrast, this year’s Logies had a national average audience of 1.29 million viewers, while the ARIAs drew 212,000.
Impact of the TikTok Awards
For the creators, these awards are far from trivial. Since winning Creator of the Year in 2022, Kat Clark has collaborated with numerous exclusive brands, partnered with other creators, and moved to the US to expand her career.
“Being a teen mum and high school drop-out, I didn’t have much going for me. So, when I won, it didn’t feel real,” says Clark, who predominantly posts family lifestyle vlogs. “Winning that award made me realize I had such an incredible opportunity.”
Bridey Drake, crowned top creator last year for her comedic videos about adulthood, saw her TikTok followers increase from just over 3 million to nearly 4 million. She has since embarked on numerous collaborations, including an upcoming documentary series about her life, Pure Average.
Meet the 2023 Winners
Creator of the Year: Ilai Havea Siaufusi O’Auhangame Matangi
When Ilai Havea Siaufusi O’Auhangame Matangi began creating funny videos with his children during the COVID-19 lockdowns, he had no clue he’d eventually be handed the country’s biggest social media award – the first Pasifika creator to do so.
“It was all just for entertainment. I had no intentions to get to this level,” says Matangi. “The community I built off my content is amazing and winning this [award] says more about them than me, as they voted for me.”
Matangi’s content often features his family, with popular videos showing him trying to make his children flinch while eating or allowing his daughter to control the weekly groceries. Despite upcoming social media restrictions, Matangi remains optimistic about his content’s reach and impact.
Entertainment Creator of the Year: Theo Shakes
Theo Shakes, known for reenacting stereotypical television and film tropes, experienced a turning point when he performed as a Sherlock Holmes-type character on TikTok.
“A composer said, ‘I’ll compose music for you,’ and his name was Gabriel Rojas – shout out from all the way in America. We’ve created this beautiful, fruitful collaboration across borders with music and film,” Shakes says.
Shakes emphasizes TikTok’s role in connecting diverse stories and talents, stating, “It’s told the stories of people who are Indigenous, for people who are dancers, for people who are painters.”
Comedy Creator of the Year: Liam Dowling and Ben Christopher
Liam Dowling and Ben Christopher capitalized on nostalgia, creating videos that reenact funny childhood memories. Their content has become so popular that they’ve turned content creation into full-time jobs.
“This award really makes us happy knowing we’re reaching our target audience and providing them something of value and something to laugh at,” Dowling says.
They hope their success on TikTok will lead to opportunities in television and film, allowing them to further pursue their creative ambitions.
Music Artist of the Year: Savali
Emerging musicians like Savali are flocking to TikTok, where they can engage with fans and gain viral exposure without the backing of a traditional record label, demonstrating the platform’s transformative impact on the music industry.
Food Creator of the Year: Andy Hearnden
Andy Hearnden’s culinary journey began at the age of three. After working in restaurants across the globe, he turned to TikTok to share his passion for cooking.
“I love cooking for friends and family, and they’d always ask for cooking tips. So, I started making cooking videos that focused on inspiring people to cook more at home,” he says.
With 6 million followers, Hearnden has made content creation his full-time job, employing a team of eight to support his efforts.
High-Quality Content Creator of the Year: Anthony Randello-Jahn
Melbourne-based chef Anthony Randello-Jahn combines culinary arts with visual aesthetics, creating what can only be described as “aesthetic food porn.” His high-definition, engaging content has earned him a dedicated following.
“Working with large brands this year changed the way people viewed my content,” Randello-Jahn says. “It showed that high-end, highly produced dessert videos can still feel fun, authentic, and very me.”
Randello-Jahn notes the challenges Australian creators face, such as fewer local collaboration opportunities, but views these as catalysts for honing his craft.
As TikTok continues to evolve, the platform offers a unique space for creators to share their art, connect with global audiences, and redefine the boundaries of digital entertainment. The TikTok Awards not only celebrate these achievements but also highlight the platform’s growing influence in shaping modern media landscapes.
