“It’s so special and amazing that huge platforms like Meta are getting behind diversity in our industry,” founder of digital talent agency Day Management, Genevieve Day, told Mediaweek.
Speaking at the first day of Meta’s First Nations Creators Program, held at Sydney’s Meta headquarters, Day added: “It’s incredible to support young and emerging creators, as well as showing them how to succeed in this business. It’s great to also facilitate these conversations that can be a bit taboo and tricky sometimes – talking about the contracts, the money, and the nitty gritty.”
The program, now in its fourth iteration, is driven by Instagram Australia in partnership with Screen Australia’s First Nations Department. The initiative aims to foster Indigenous talent, providing practical and financial resources to support long-term career prospects for First Nations creators in social media and digital content creation.
Part of the program sees Meta introduce the participants to industry figures who can talk them through the business aspects of an online career, and give them practical tips, in a session called Keeping It Reel and Deadly.
Also on the lineup were Screen Australia’s Chloe Walker, and managing director of Hello Social, Sam Kelly.
Having been involved in the program in previous years, Kelly told Mediaweek the most “special part” for the Hello Social team was being able to work with previous participants in the agency’s campaigns.
“One of the creators here, Sené Maluwapi (@senemaluwapi), actually walked for one of our clients, Kmart, at Fashion Week. We’ve provided grants and funding for some other creators and we’ve had some work on briefs for some of the world’s biggest brands.
“I love seeing that they have followed the advice and worked the room, worked the connections and are making a good fist of it.”
As for his participation in the 2024 program, Kelly laughed, “When this opportunity came around to do it again this year, I was like, I have to be there.”
For Day, the program gives participants a “view of the ecosystem” – how to work with brands, agencies, talent management, and platforms. On top of the practical steps, she added that “safety is such a massive part of what we do, especially working with First Nations creators.”
“We want to make sure that they feel safe in brand alignment, they feel safe in how they’re engaging with the community, and making sure that they feel safe in what they’re producing and what they’re putting online.
“Unfortunately, there can be backlash, so it’s our role to make sure they’re aligning with the right people who are safe for their personal brand and for their community as well.”
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Top image: Genevieve Day and Sam Kelly