Tucked within Sydney’s grand ICC Theatre on Wednesday night, a major award show was in full swing. 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. This was not the Logies or ARIAs, but the TikTok Awards, a five-year-old initiative recognizing digital creators who are reshaping the entertainment landscape.
Labelled as ‘the Oscars of social media’ by some, the TikTok Awards highlight the platform’s expansive influence beyond its quirky dance trends and viral challenges. It celebrates emerging talent across comedy, beauty, fashion, music, sports, and cooking, underscoring TikTok’s role in democratizing fame.
The Rise of TikTok Awards
Last year, the Australian ceremony, which also honors New Zealand creators, attracted over 2.2 million viewers across platforms like TikTok Live, Binge, FOX8, and Kayo Sports. The event featured performances by US singer JoJo Siwa and engaged audiences with interactive elements like T-shirt airguns.
While traditional awards like the Logies and ARIAs continue to draw significant viewership, the TikTok Awards have seen a meteoric rise in public engagement. This year, the number of public votes increased by 3 million, highlighting the growing impact of digital content creators.
Impact on Creators
For creators, these awards are more than just accolades; they are career-defining moments. Kat Clark, who won Creator of the Year in 2022, has since collaborated with exclusive brands and expanded her career internationally. Clark’s journey from a teen mom and high school drop-out to a successful content creator is a testament to the transformative power of digital platforms.
Similarly, Bridey Drake, recognized for her comedic takes on adulthood, saw her followers surge from 3 million to nearly 4 million post-award. Her success has opened doors to new opportunities, including a documentary series about her life, Pure Average.
Meet the 2023 Winners
Creator of the Year: Ilai Havea Siaufusi O’Auhangame Matangi
Ilai Havea Siaufusi O’Auhangame Matangi, the first Pasifika creator to win the prestigious award, began his TikTok journey during the COVID-19 lockdowns. His comedic videos with his children have garnered a massive following, reflecting the platform’s community-driven nature.
“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.”
Entertainment Creator of the Year: Theo Shakes
Theo Shakes gained recognition for his reenactments of television and film tropes. His collaboration with composer Gabriel Rojas exemplifies TikTok’s global connectivity. Shakes emphasizes the platform’s role in telling diverse stories and showcasing new talent.
Comedy Creator of the Year: Liam Dowling and Ben Christopher
Liam Dowling and Ben Christopher found success by tapping into nostalgia. Their relatable videos about childhood memories have resonated with audiences, allowing them to pursue content creation full-time. They hope their award will lead to opportunities in traditional entertainment industries.
Music Artist of the Year: Savali
Emerging musicians like Savali are leveraging TikTok’s reach to engage with fans and gain exposure without traditional record label backing. The platform’s viral nature offers a unique avenue for artists to showcase their talents.
Food Creator of the Year: Andy Hearnden
Andy Hearnden, who began his culinary journey at a young age, has amassed 6 million followers by sharing cooking videos that inspire home cooking. His success on TikTok has allowed him to build a team and pursue content creation as a full-time career.
High-Quality Content Creator of the Year: Anthony Randello-Jahn
Anthony Randello-Jahn combines culinary expertise with high-quality production to create visually stunning content. His work with large brands has elevated his profile, demonstrating the potential for authentic, creative expression on digital platforms.
“Showing chaos, personality, and passion always wins,” Randello-Jahn asserts, highlighting the importance of creativity over trend-chasing.
The TikTok Awards underscore the platform’s role in shaping modern entertainment, offering creators a stage to showcase their talents and connect with global audiences. As digital content continues to evolve, these awards highlight the diverse and dynamic landscape of social media.
