These Influencers Are Challenging One Of The Largest Ambassador Marketing Companies To Show Receipts
When I think of an influencer, I think of hard-working individuals who produces fresh content tailor-made for their following. Everyone is an influencer in their own right so there are different types of influencers — Mega, Macro, Micro, and Nano. Within these varying categories, there is a myriad of opportunities for influencers to partner with brands of all kinds. But, let's be honest, the influencer space is predominantly white. This means that influencers of color have to work twice as hard for the same opportunities as white influencers. Imagine being an influencer of color and learning that your work is valued less than that of your white counterparts. Story of a black creative's life, right?
The 2020 revolution is forcing the world to stop and listen to black folks. Thanks to a pandemic within a pandemic, society is finally hearing the cries of black people. Granted, we have been saying "per my last email" to injustice for decades but we will take what we can get at this point. Unfortunately, injustices happen to us in all spaces. For that reason, heavyweight influencers like Aicha Balde and Marche Robinson created the #OpenFohr campaign.
In case you don't know about Fohr, let me learn you something. Fohr is a global influencer marketing platform for ambassadors and brands. The goal of the platform is to provide influencers with tools that help them create a cutting edge marketing strategy, leading them to partnerships and campaigns. Fohr proudly states, "We support influencers. We are nothing without our influencer community, and we act accordingly." And like many other companies, Fohr jumped on the trend to pause advertisements and post anti-racism resources amidst the civil unrest that followed the murder of George Floyd. The gag is, they don't walk it like they talk it. For years, Black and Brown influencers have made it their business to share their grievances with being underpaid and there has not been any change.
That's where Aicha and Marche come in. We had the chance to dig deeper into this movement and what it means to these amazing women.
xoNecole: Tell us about yourself and how you became an influencer.
Aicha Balde: My name is Aissatou Balde but only my dad calls me Aissatou, everyone else knows me as Aicha. I am a West African-born full-time working mom and a Black content creator (@talesandturbans). My journey as a content creator started as an outlet to empower African [and] Muslim girls like me to do things that seemed impossible, such as juggling school, family, and work. Today, I pride myself in creating a space for open and difficult conversations about motherhood, identity, and life, along with the fun stuff like fashion, skincare, and food.
Marche Robinson: I'm Marche Robinson and I am an attorney and blogger (@marcherobinson) living in Raleigh, NC. I've been blogging since 2012. I graduated law school in 2010 and the market was very bad. There were not a lot of legal jobs. I took a contract role in Charlotte and at the time I had an inconsistent working schedule and needed something creative to fill the time. I started reading blogs and my friends and family told me I should start one. So, in August of 2012, I launched my blog and initially just shared fashion, beauty and décor images I found online.
Why did you start the OpenFohr movement?
Aicha & Marche: A group of eight Black content creators - Aissata Diallo, Denisse Myrick, Valerie Eguavoen, Yvette Corinne, Marche' Robinson, Nasteha Yusuf, and Nuni Yusuf, and I started #OpenFohr as a next step in a series of interventions against racism at Fohr. Over the past two years, we have complained, explained, consulted, and recommended solutions to Fohr, but our voices have been silenced with polished campaigns that convince the mainstream media that Fohr is a changemaker in the content creation space.
Agencies like Fohr have capitalized on the growing call for "diversity and inclusion" in the influencer industry without really making any changes to their exploitative and discriminatory practices. We created the OpenFohr campaign because we cannot allow people to keep exploiting the anti-racist narrative for profits. Over the past two weeks, as the Black Lives Matter movement took center stage in the public discourse, Fohr paused its advertising, posted protest resources, and even provided anti-racism resources on Instagram. Yet, many of the Black content creators who have worked with them are discriminated against and underpaid.
We also want people to know that this is about both racism and economic exploitation. Fohr boasts over 100,000 (majority-white) influencers on their online platform, yet only 4% (just over 4,000) content creators have ever had a contract with Fohr. They have created a platform that does not value influencers as people but sees them as a commodity to be sold to brands. It is impossible to address the issues we see at Fohr without addressing the culture of consumerism and exploitation perpetrated by the industry.
Left to Right: Aicha Balde, Marche Robinson
Photos Courtesy of Aicha Balde & Marche Robinson
"We want people to know that this is about both racism and economic exploitation. Fohr boasts over 100,000 (majority-white) influencers on their online platform, yet only 4% (just over 4,000) content creators have ever had a contract with Fohr. They have created a platform that does not value influencers as people but sees them as a commodity to be sold to brands. It is impossible to address the issues we see at Fohr without addressing the culture of consumerism and exploitation perpetrated by the industry."
What does it mean to be a Black influencer?
Aicha: To be a Black influencer means showing up in spaces where you may not be wanted and still doing it for girls who look like you. I learned the hard way that brands tend to gravitate more towards bloggers that fit the standard of beauty. For a long time, I thought, "Blogging isn't for me because I don't look 'the part'." Even photographers have blatantly told me that they don't know how to edit my skin tone, completely unwilling to learn and unable to even recommend an alternative contact. The biggest challenge of being so diverse in this business is finding people who can understand you and won't crush your confidence. I blog to remind myself and others that we are good enough; our diversity is an asset, not a drawback.
Marche: When I first started out, being a Black influencer meant filling a void. Fashion magazines and sites rarely shared Black women. They still have a very long way to go so I still feel this way. I feel like influencing is a way to share fashion, beauty, etc with women who can relate to me. It's not easy for Black women to open a magazine and see a woman like them sharing their story or their favorite products. If it were not for Black influencers, there would not be as much representation.
When you learned of the influencer pay gap, how did you feel?
Aicha: These issues are not new. Black bloggers have been discussing our unfair treatment in the Influential Marketing world for years, but to no avail. What finally broke the camel's back was the fact that Fohr had the audacity to use the #BlackLivesMatter issue to their advantage despite their repertoire of exploiting us. When I say us, I don't just mean Black content creators. This includes their Black employees who cannot speak out about their treatment for fear of being ostracized.
Marche: Honestly, I was not surprised. Pay gaps are present in every industry unfortunately. I've been in the position where I was drastically underpaid than my legal colleagues in certain jobs even though I had the same or more experience. It's unfortunate because I think that we've become accustomed to being undervalued. I also feel like there is this veil of secrecy that prevents you from discussing your pay, so you can sometimes feel like you have negotiated the best rate when you didn't.
Left to Right: Aicha Balde, Marche Robinson
Photos Courtesy of Aicha Balde & Marche Robinson
"Pay gaps are present in every industry unfortunately. I've been in the position where I was drastically underpaid than my legal colleagues in certain jobs even though I had the same or more experience. It's unfortunate because I think that we've become accustomed to being undervalued. I also feel like there is this veil of secrecy that prevents you from discussing your pay, so you can sometimes feel like you have negotiated the best rate when you didn't."
What are your demands of Fohr?
Aicha & Marche: Fohr must stop treating this movement as a PR nightmare to hide from and instead, face it as the call to accountability of their actions and inactions over the years. You cannot have an entitled and unaware homogenous-white staff leading an organization and expect to get it right. You will always miss the mark because there's no one to say otherwise. Lack of diversity is how you end up taking advantage of Black creators and complain when you get called out. Fohr needs an independent outside party to look at their structure and provide constructive criticism. Most importantly, Fohr needs an HR department. You cannot fairly police yourself. We know that, so let's change that.
Why do you think it's important for Fohr to show their authentic commitment to Black influencers?
Aicha: I personally don't think Fohr is capable of being authentic to their Black influencers. This was never something that was on their agenda. As I said, this conversation has been going on for over two years but nothing has changed. The creation of The Fohr Freshman Class was a result of Fohr getting called out for lack of diversity, and yet they still failed us. It is essential for authentic commitments to happen because Black content creators are as deserving of our space in this sphere as much as anyone else. We are here and we matter.
Marche: Fohr should show authentic commitment because they have consistently held themselves out to be supportive of diversity and leader in the influencer marketing industry. How can you hold yourself out to be so groundbreaking when you lack diversity within your organizing and with the bloggers you hire for campaigns? I think there is this tendency for people to say, "Oh that's just the industry," but that doesn't make it right. People should be paid adequately for the service they provide.
Left to Right: Aicha Balde, Marche Robinson
Photos Courtesy of Aicha Balde & Marche Robinson
"It is essential for authentic commitments to happen because Black content creators are as deserving of our space in this sphere as much as anyone else. We are here and we matter."
What advice do you have for other influencers struggling to create?
Aicha: Do things that come naturally to you and that revolve around your day-to-day life. Reach out to another sister to have a creativity party and get ideas flowing. Most of my Insta family will tell you that my DMs are always open, whether it's for help, a listening ear, or to celebrate each other: I'm here for you, sis.
Marche: So many influencers have had to pivot during quarantine and now with the current movements. I think that you have to share what you are passionate about. When you do what you love it comes naturally. I actually started a TikTok account and it's been fun to create content in a new way and it has resonated a lot with my social media followers. I think this is a great time to step back and think of a new way to create and share what you love.
To keep up with the #OpenFohr movement, follow them on Instagram @openfohr. And follow Marche and Aicha on Instagram @talesandturbans and @marcherobinson.
Feature Image Courtesy of Aicha Balde & Marche Robinson
Joce Blake is a womanist who loves fashion, Beyonce and Hot Cheetos. The sophistiratchet enthusiast is based in Brooklyn, NY but has southern belle roots as she was born and raised in Memphis, TN. Keep up with her on Instagram @joce_blake and on Twitter @SaraJessicaBee.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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ItGirl 100: Get To Know Some Of The Most Inspiring And Empowering Women On Our List
The ItGirl 100 List, in partnership with Hyundai, is a celebration of 100 Black women who aren’t afraid to pull up their own seats to the table.
We often see lists featuring amazing women who are seasoned in this thing called life, and our ItGirl 100 List gives flowers to the people they’ve passed the torch to: young millennial and Gen Z women who are innovating and disrupting in today’s world of advancement.
xoNecole has partnered with Hyundai for its inaugural ItGirl 100 List to give these women their flowers today. It’s a celebration of 100 Genzennial women who have built their own tables, launched new businesses, and redefined what it truly means to be blessed, booked, and busy.
Here’s a snapshot of fun facts from a few of the women listed on the ItGirl 100, representing the East, West, Midwest, and South:
EAST
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DJ 9AM: DJ & Curator
Representing: Brooklyn
Ultimate ItGirl Song: "On My Mama" by Victoria Monét
Favorite OG It Girl: Nia Long
Zodiac Big Three: Cancer Sun, Taurus Moon, Pisces Rising
Favoring open-format, multi-genre mixes, this DJ has created a winning reputation for rocking a crowd with seamless transitions and selections, always representing Southwest musical and cultural influences.
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Tiffany James, Founder, Modern BLK Girl
Representing:Brooklyn
Ultimate ItGirl Song: "Lucky Girl" by Carlina
Favorite OG It Girl:Naomi Campbell
Zodiac Big Three: Sagittarius Sun, Leo Moon, Virgo Rising
Modern BLK Girl is one of the leading investment groups among women of color, and the founder serves as an avid investor, community builder, and advocate. Tiffany James is also a mentor, utilizing her unique combination of financial and fashion expertise.
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Kat Mateo, Casting Director
Representing: New Jersey
Ultimate ItGirl Song: "Princess Going Digital" by Amaarae
Favorite OG It Girl: Kelis, Eve, Lil Kim
Zodiac Big Three: Aries Sun, Cancer Moon, Cancer Rising
Thriving as a casting director and stylist, Kat Mateo offers a unique point of view that has shaped New York Fashion Week shows, ad campaigns, and editorials. She has also been a major contributor to cultural conversations related to fashion and inclusivity.
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Denise Stephanie Hewitt, Photographer
Representing: Brooklyn
Ultimate ItGirl Song: "Experience" by Victoria Monét
Favorite OG It Girl: Hannah Montana
Zodiac Big Three: Taurus Sun, Aquarius Moon, Aquarius Rising
This Gordon Parks Foundation scholar is a full-time student who has been working to expand her freelance career in photography. Denise is also been featured among Essence'sinaugural list of "Top 10 Creators Under 30," for her unique aesthetics and perceptions through her art.
WEST
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Nayamka Roberts-Smith, Aesthetician
Representing: Los Angeles
Ultimate ItGirl Song: "Tomorrow 2" by GloRilla & Cardi B
Favorite OG It Girl: Meagan Good
Zodiac Big Three: Sagittarius Sun, Leo Moon, Capricorn Rising
Nayamka Roberts-Smith is an award-winning professional in the skincare industry and serves as an educator, offering knowledge on beauty culture. She also is a well-sought-after speaker on beauty and women’s issues, with a following of more than 1 million on social.
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Desiree L. Talley, Esq., Vice President, Legal & Business Affairs, Revolt TV
Representing: Los Angeles
Ultimate ItGirl Song: "Nice" by The Carters
Favorite OG It Girl: Issa Rae
Zodiac Big Three: Cancer Sun, Scorpio Moon, Cancer Rising
An attorney and storyteller, Desiree L. Talley meshes relatability with her legal smarts for the culture. She advocates for cultural advancement and societal change through her POPLAW Podcast while balancing her executive duties at Revolt TV.
Marley Rae
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Marley Rae, Organizer, WalkGood
Representing: Los Angeles
Ultimate ItGirl Song: "Nice For What" by Drake
Favorite OG It Girl: Mariah Carey
Zodiac Big Three: Capricorn Sun, Taurus Moon, Leo Rising
Marley Rae is a Nike Athlete, certified yoga instructor, COO, and Director of Health and Wellness for WalkGood LA, a family-founded non-profit organization. She is dedicated to fostering understanding and care in local and global communities.
MIDWEST
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Shawnee Dez
Representing: Chicago
Ultimate ItGirl Song: "FreeBody Freestyle" by Shawnee Dez
Favorite OG It Girl: Toni Morrison
Zodiac Big Three: Cancer Sun, Aquarius Moon, Cancer Rising
Shawnee Dez is an artist who's all about captivating her audience through encouragement and empowerment. Her music features fluid harmonic layering, live instrumentation fused with digital production, and her unique multi-talented voice in an alto melodic tone.
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Bianca Pastel, Visual Artist
Representing: Chicago
Ultimate ItGirl Song: Anything by Whitney Houston
Favorite OG It Girl: Grace Jones
Zodiac Big Three: Taurus Sun, Leo Moon, Sagittarius Rising
Bianca Pastel's artistic portfolio includes fine art, illustrations, and animation, and she's worked with clients including Disney Pixar, and the NFL, to name a few. Her focus is "empowering the experience of being a Black child and dealing with mental health issues."
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Donyale Walton, Founder, Hoop Mobb
Representing: Detroit
Ultimate ItGirl Song: "Yeah I Said It" by Rihanna
Favorite OG It Girl: Aaliyah
Zodiac Big Three: Virgo Sun, Libra Moon, Capricorn Rising
Donyale Walton's brand Hoop Mobb, celebrates the Black and Brown fashion and cultural impact and presence of hoop earrings. It's grown to earn more than seven figures in annual revenue and a nationwide community of loyal consumers.
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Ticara Devone, Content Creator
Representing: Chicago
Ultimate ItGirl Song: "She's a Bitch" by Missy Elliott
Favorite OG It Girl: Ananda Lewis
The Zodiac Big Three: Libra Sun, Taurus Moon, Virgo Rising
A trusted sneaker enthusiast and content creator, Ticara Devone uses dynamic storytelling to hold space for others with a passion for sneakers. A published writer, she’s worked with brands including Nike and Footlocker and inspires us all by ensuring women are vocal and seen in the multi-billion dollar shoe space.
SOUTH
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AllyiahsFace, Content Creator
Representing: Atlanta
Ultimate ItGirl Song: "Go Off" Doja Cat
Favorite OG It Girl: Gabrielle Union and Halle Berry
Zodiac Big Three: Gemini Sun, Leo Moon, Scorpio Rising
AllyiahsFace's YouTube channel has more than 830,000 subscribers, and she's been hitting the ground running since 2015. Her content creation, which centers on beauty, fashion, and lifestyle, has led to a lucrative career and drawn a close-knit social and real-life community to view and be inspired.
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Jaycina, Executive Director, Tender
Representing: Atlanta
Ultimate ItGirl Song: "All I Got" by Amel Larrieux
Favorite OG It Girl:Tracee Ellis Ross
Zodiac Big Three: Leo Sun, Sagittarius Moon, Sagittarius Rising
Jaycina is a signed model with a nonprofit that works to provide support and community for single mothers in Atlanta. She's also appeared in campaigns for brands including Fenty and GAP as well as features in all your favorite magazines and on billboards across the country.
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Asha Christian, Founder, Coily App
Representing: Atlanta
Ultimate ItGirl Song: "It's My Life" by Mariah Carey
Favorite OG It Girl: Toni Childs (Girlfriends)
Zodiac Big Three: Sagittarius Sun, Leo Moon, Leo Rising
Asha Christian created Coily to provide beauty recommendations utilizing social data. It offers a more personalized, AI-driven experience for users and part of her mission is to provide solutions related to diversity and put the focus back on the consumer. Meshing tech and culture, Christian is innovating with options that exemplify the Black girl magic needed in tech.
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Featured image by FG Trade/Getty