In celebration of the global release of Wicked this past weekend, we recently partnered with Universal Pictures to send nine African creators from Kenya, Nigeria, and South Africa to London last week for the exclusive European premiere of Universal Pictures' new cinematic event, Wicked.

The selected inspirational and innovative creators, including creators from Visionary Voices Africa, participated in various Wicked-themed activations at some of London’s most iconic locations, including an elegant afternoon lunch at Sketch, a festive viewing of the Wicked Christmas tree at St. Pancras Station, and a personalized wallet design experience at Cambridge Satchel. They also had the extraordinary opportunity to meet the film’s stars, Cynthia Erivo and Ariana Grande, during an intimate pre-premiere meet-and-greet at the historic Raffles Hotel.

In addition to these memorable experiences, we hosted the creators at our London offices for a tailored Film and TV Fan Content workshop. During the session, the creators learned valuable tips to enhance their content creation skills and produce engaging, high-quality film and TV fan videos.

@tiktokcreators POV: Pulling back the curtain at TikTok HQ London 🫧🧹💚🩷 #wicked #wickedmovie #tiktokcreators @Wicked Movie @Universal Pictures @Azz_iad @Moghelingz @Shawrey4MovieReviews @miss_ezeani @Tricia Thee Angel @AbikeShugaa🤍🫶🏽 @Grace Africa @Hilda Baci @Iremide @kaylakimkay ♬ original sound - tiktok creators

Boniswa Sidwaba, Head of Content Operations for Sub-Saharan Africa, comments: "Our collaboration with Universal Pictures highlights our shared commitment to empowering and amplifying the voices of African creators globally. With a vibrant community of 1 billion monthly users, and an incredible 66,000 videos created every minute, TikTok serves as a dynamic platform where diverse African creators can flourish. The talented individuals who attended the Wicked premiere locally, and globally, exemplify the creativity and innovation that thrives on TikTok. "

Creators from Sub-Saharan Africa, US, UK with Cynthia Erivo and Ariana Grande at the pre-premiere meet and greet event.

Wicked African Creators

So far, over 49,000 videos have been created, and 1.5 million people have been searching for content related to Wicked.

TikTok as a Destination for Entertainment Discovery

TikTok’s influence on entertainment is undeniable. It has become a powerful destination for discovering new shows and movies, serving as a modern-day TV guide for users. Home to a passionate community of film buffs, super-fans, and critics, TikTok provides an innovative way for studios to connect with viewers.

On TikTok, our users help shape cultural moments by creating videos, joining challenges, and sharing their takes on trending entertainment topics. Today, entertainment isn’t just about watching—it's about engaging, contributing, and being part of the cultural conversation.


Check out @tiktokcreators to see what the creators got up to in London!