TikTok creator Anayka She was once severely underpaid by her agency.
The beauty creator and artist from Brooklyn, NY, who has amassed 1.7 million followers on TikTok, took to the platform to discuss compensation in comparison to white counterparts such as Bran Flakezz, born Brandon Edelman. He shared that he earned $768,000 in 2024 as a content creator. He currently has 1.1 million followers on TikTok.
It is widely known that Black individuals have to work ten times harder just to see half the success of their white counterparts. She reveals that while being managed at Carter Agency, which is led by Josh Popkin, she was misled about her earnings from brand deals.
“The head of Carter Agency, Josh Popkin, this is what he would do. He would tell you that the brand deal was $2,000. It was actually $10,000,” she explained in a TikTok video. “He would take that $8,000, then take the 20% fee off of the $2,000. And guess what? He was targeting Black women mainly. When we all found out and had a group chat and got all of our documents together, turns out he was stealing hundreds of thousands of dollars.”
She added, “Everything you’ve seen me do in the past five years has been me alone. I don’t even have an assistant. None of these managements do sh-t when you’re Black. That’s why it irks me so bad when these people come online, and whether they’re like, you could be making an easy six figures. Easy. I went through blood, sweat, and tears to make this change…But when it’s a white creator, they have one viral moment: they’re in commercials. They have a podcast. They’re meeting celebrities, and it’s so hard to not sound bitter.”
Despite the challenges Anayka has faced in the creator space, she says she is in better standing today regarding compensation and credits this to her new agency, MatterMedia.
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Anayka She’s experience reflects a broader issue of Black creators consistently facing unfair compensation. A 2024 influencer pricing report shows Black creators receive 34% less than white creators. BGD Media, previously known as Black Girl Digital, has been working to combat these statistics. The global influencer marketing agency, committed to fostering fair and equitable opportunities, has collaborated with over 1,000 Black creators on campaigns and is prioritizing education to empower them in navigating business deals, according to CMO and Co-Founder LaToya Bond.
“Black creators must understand the advertising business, learn how to articulate their value, and package their offerings at the right price. This makes BGD Media unique—we don’t just connect creators with brands, we educate our creator community to help them become better business owners while delivering exceptional ROI for brands,” Bond told AFROTECH™ in an email interview. “By hosting events like our annual Creator Palooza (formally Black Influencer Weekend), we’re equipping creators with the knowledge and tools to negotiate effectively, closing the gap in financial opportunities, and fostering long-term success.”
While education and financial literacy are important, some creators are looking for additional ways to regain power. This includes TikTok Aliyah Bah, who has made a name for herself by harnessing social media to showcase her unique fashion. Her platform currently has 2.9 million, and she has since expanded it to include music, with a viral song on TikTok called “It Girl.”
Bah’s content has led her to score collaborations with Paris Hilton and Lizzo. She has also been on stage with SZA, opened for Charli XCX, and is featured on Hulu’s show “English Teacher.” Despite it all, Bah says she still did not earn half of what Brandon earned.
“Now, I am not saying I did not make that much money off of music and acting and all of that in totality, but if we’re talking about if I were to be doing the same exact thing as Brandon right now, if we were going to be making the same amount it would not be true. When I had less than 1,000,000 followers, I was not even making a third of what Brandon made last year. Like Black creators are getting paid dust.”
Bah adds that it will be important for creators to focus on ownership rather than solely on brand deals.
She continued, “I really want a lot of y’all Black creators, especially up and coming Black creators, to really sit down and think about what you guys are passionate about because the lifestyle sh-t is not gonna cut it anymore,” Bah said on TikTok. “If you’re passionate about makeup, try to start a makeup brand through your content. If you’re passionate about fashion, try to start a fashion brand through your con because content alone will never, and when I say never, you will never be in the same predicament as these white creators ever. I am saying all of this to say, ‘Black creators, start your businesses so you can create opportunities for up-and-coming Black creators also.‘ I’m in the process of doing that myself, and I really encourage you all to do the same.” I’m in the process of doing that myself, and I really encourage you all to do the same.”
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