TikTok will march at Mardi Gras, taps G-Flip to lead the party

TikTok is getting into the party spirit through a partnership with the Sydney Gay and Lesbian Mardi Gras.

Through an initiative announced today (8th February), the short-form video platform is embarking on a month-long celebration of the LGBTQIA+ community, culminating in the annual Mardi Gras.

As part of its pact, TikTok will push out a Mardi Gras float for the first time, with G-Flip playing a starring role.

The app also launches a dance challenge, which rallies anyone who’s game to capture “the colour and fun” of the annual street party. The challenge is choreographed by Aladdin and Frozen star Leah Howard to G-Flip’s ‘Queen (Pride Remix),’ which was commissioned especially for the event.

TikTok’s “ambassadors” have already roadtested the dance challenge, and the best entries will be splashed out on walking screens during the Mardi Gras parade.

Also, G-Flip will unleash a headline performance on the float. “I attended Mardi Gras for the first time last year,” she explains in a statement, “and it was one of the most invigorating, exhilarating and liberating experiences of my entire life.

Watch G-Flip’s ‘Queen’:

When TikTok approached her on creating an anthem around Mardi Gras 2021, she recounts, “I knew ‘Queen’ was the perfect song… we just had to put a lil twist on it.”

That twist included an assist from Touch Sensitive for “some funky dance worthy bass,” she enthuses.

“Growing up, LGBTQIA+ content was never pushed to the front of media so being a part of this campaign warms my heart and I know it will inspire the queer youth to be their authentic selves.”

TikTok has been in expansion-mode in Australia for the past year, during which time the China-originated business tapped Ollie Wards as Director of Music and filled positions up and down the Australia and New Zealand affiliate.

The Mardi Gras partnership makes perfect sense, explains Lee Hunter, General Manager, TikTok Australia and New Zealand. “TikTok celebrates our incredibly diverse community and like the Sydney Gay and Lesbian Mardi Gras,” comments Hunter, “we’re committed to elevating LGBTQIA+ voices and providing an open, inclusive platform where people can show up as their true selves.”

The #JoinOurFloat hashtag is below.

@tiktok_australia

#joinourfloat at Mardi Gras 2021! #pridetribe @tomi.queen @kevininthecity @lawrence_bing @mitchell_coombs @emmahorn @meissa.com.au

♬ original sound – TikTok Australia

This article originally appeared on The Industry Observer, which is now part of The Music Network.