Research
TikTok has paired up with the Malaysian Handicraft Development Corporation (Kraftangan Malaysia) and the National Craft Institute (NCI) to launch its #ilovearts campaign, in conjunction with National Craft Day 2019.
The campaign is in line with the 17th annual National Craft Day event organised by Kraftangan Malaysia under the theme “Culturising Craft in Lifestyle”, and aims to encourage the usage of local craft products in today’s lifestyle. The campaign also invites crafters to share their artistic talent and craftwork on TikTok, to further promote Malaysia’s unique craftsmanship to a global audience online.
The partnership also saw TikTok conducting a recent workshop at NCI on ways to leverage its platform for students to amplify their talent. The workshop focused on short video-creations and encouraged digital adoption to amplify Malaysian arts. The #ilovearts campaign runs until 11 March and participants stand a chance to win prizes worth RM6,500.
Donny Eryastha, TikTok’s head of public policy, Indonesia, Malaysia and the Philippines, said that the campaign resonates with its mission of capturing and presenting the world’s creativity, knowledge, and moments that matter by enabling everyone to be a creator.
“We are honoured to be collaborating with NCI and Kraftangan Malaysia through this initiative that aims to bring Malaysian art, heritage and tradition to the rest of the world,” Eryastha added.
NCI senior director Zainal Abidin Bin Che Pa said the industry recognises the role of technology in its effort to promote Malaysian’s unique craftsmanship globally.
“By partnering with a digital platform like TikTok, our crafters are able to share their expertise and talent with others from all over the world. We are hopeful that partnerships like this would open new opportunities for our crafters to go beyond our shores and obtain international exposure, resulting in a greater appreciation for Malaysian arts,” he added.
Recently, TikTok agreed to pay US$5.7 million to settle US Federal Trade Commission allegations that it illegally collected personal information from children. The violations were committed by the newly defunct Musical.ly app, which was folded under TikTok after it was was acquired by Chinese media firm ByteDance for around US$1 billion in 2017.
