E! Entertainment Television – NBCUniversal International Networks & Direct-to-Consumer’s global, multi-platform brand dedicated to all things pop culture – launched, for the first time, a TikTok filter dedicated to the African Social Star category at the 2021 People’s Choice Award.

For the third time in the history of the ceremony, the People's Choice Awards has opened a category dedicated to Africa – African Social Star of 2021 – with eight contenders in the running. Last year, Elsa Majimbo scooped up the sought-after title of African Social Star of 2020, while Bonang Matheba was crowned the African Influencer of the Year in 2019.

In the race to be crowned the African Social Star of 2021 from South African online sensation and LGBTQ activist Lasizwe Dambuza; actress, musician and entrepreneur Boity Thulo; makeup artist and beauty influencer Mihlali Ndamase and TikTok sensation Witney Ramabulana. Also nominated from across the continent are Nigerian rapper and actor Falz; Kenyan TikTok star Azziad Nasenya; Zimbabwean comedian Tyra Chikocho AKA Madam Boss and self-empowerment advocate Sofiyat Ibrahim AKA The Odditty from Nigeria.

This year, in addition to voting, fans can make their voice heard by uploading a video to TikTok using the People’s Choice Awards filter, explaining why they want to get behind one of the eight African Social Star of 2021 nominees. The filter can be accessed here or via the “Edit” page on TikTok, where it will be displayed on the effects trending tab.

Don’t forget to use #AfricanSocialStar and tag @Eonline.Africa when posting the video on TikTok. Residents based in South Africa, who upload their video to TikTok using the People’s Choice Awards filter, stand the chance to win an iPhone 13 Pro, plus AirPods and accessories.

The official voting window is from 27 October to 17 November. Fans can vote up to 25 times per day, per category, per method (voting website and Twitter). For Twitter votes: posts must be public to count. Posts count as a vote if the category hashtag (#AfricanSocialStar) and a corresponding nominee hashtag are used together in the same post. For example:

Check it out! I voted for #NomineeName as #AfricanSocialStar at the People’s Choice Awards! #PCAs

The nominee hashtags are: #Lasizwe, #MadamBoss, #AzziadNasenya, #WitneyRamabulana, #MihlaliNdamase, #Falz, #TheOdditty and #Boity.

The 2021 People’s Choice Awards will be broadcast on Tuesday 7 December, starting with 2021 People’s Choice Awards: Live From E! at 02:00am CAT and the ceremony at 04:00am CAT. The ceremony will be repeated the following day on Wednesday 8 December at 8pm CAT. Only on E! (DStv Channel 124).

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