Creatives can now self-identify through Google Alté, Google Arts and Culture

Google recently hosted a two-day residency program in Nairobi for creators who identify as Alternative and Non-mainstream.

The program, similar to a boot camp, was aimed at upskilling and celebrating young creatives.

The alternative movement is informally known as the “ Alté Movement,” traces its roots to Lagos, Nigeria.

Here, young Africans embrace the idea of being misfits or non-conformists.

The movement champions for unconventional self-expression in all aspects of life but, mainly through music, fashion and visual arts.

Historically alternative youth culture is rarely recognized in mainstream media, therefore creators have turned to YouTube to connect with their audiences because there are no barriers to entry.

Google Communication and Public Affairs Manager Sharon Machira said that the aim of the residency was to amplify the impact of the Alté movement in Africa and the world.

“It’s exciting to see creators that identify as non-mainstream find community on our platform. This comes at a time when we announced a call for applications for the YouTube Black Voices Fund for 2023 aimed at elevating marginalised voices,” she said.

“We want to also showcase how spaces like YouTube and YouTube shorts and platforms like Google Arts and Culture can help drive the culture forward.”

Even though it started in Nigeria, Alté has strongly taken root across the continent.

Recent Google search trends from across Africa show an increase in ‘Alté’ related searches from 2020.

Some of the questions included ‘What is Alté?’, ‘Who is an Alté?’ and ‘How to dress Alté?’ being the most searched.

The program will see the first batch of 25 young Alté creatives from Botswana, Ghana, Kenya, Nigeria, and South Africa be equipped with entrepreneurial skills on how they can enhance the visibility of their brands.

Google has also invited Alté creatives that have global brands such as TshepoThe Jeans Maker to give career talks to young creative entrepreneurs on how to further build and monetise their brands.

In January 2022, YouTube announced the #YouTubeBlack Voices class of 2022.

A total of 133 content creators from across the world participated in the 2022 edition.

This included 26 content creators from Sub-Saharan Africa; Four from Kenya, 11 from Nigeria, and 11 from South Africa.

The initiative is dedicated to equipping up-and-coming Black creators and artists with the resources to thrive on YouTube.