46 TikTok’s Creative Dilemma: The Charlie D’Amelio “Renegade” dance challenge Controversy and the Influence of Participatory Culture on Originality and Attribution
fh21tp
Introduction
In recent years, social media platforms have become more than just a means of connecting with friends and family. They have transformed into vibrant hubs of creativity and self-expression. One platform that has taken the world by storm is TikTok, which allows users to share their talents, ideas, and perspectives with a global audience and influence their fans. However, with TikTok’s massive popularity, a new dilemma has emerged. This essay delves into the controversial case of Charlie D’Amelio’s use of “Renegade” dance and explores the underlying issues surrounding the influence of participatory culture regarding content creation and black creators feeling left out. First, it is essential to understand the basics of participatory culture and its impact on social media platforms. Participatory culture refers to a culture in which individuals actively contribute and participate in creating and circulating content.
Furthermore, on TikTok, this takes the form of users imitating and recreating popular dance trends, comedy skits, and challenges. The app algorithm ensures that these trends quickly spread and become viral, leading to millions of users attempting to put their spin on the zaniest and most entertaining content. However, the participatory culture on TikTok has raised concerns regarding originality and attribution. One perfect example of this controversy revolves around the “Renegade” dance, an infectious and wildly popular routine created by 14-year-old Jalaiah Harmon in 2019. Despite Harmon’s creation, the dance became synonymous with TikTok star Charlie D’Amelio after she performed it during one of her videos. Suddenly, the narrative shifted, and Charlie’s name became intertwined with the “Renegade” dance, garnering her millions of followers and elevating her to celebrity status overnight. The incident sparked a broader debate about originality and the lack of proper attribution in participatory culture.
Moreover, the incident surrounding the “Renegade” dance exposes the power dynamics within participatory culture on TikTok. While Harmon received minimal recognition, Charlie reaped the benefits of mass popularity and substantial social media influence. This serves as a reminder of the inequalities and imbalances that persist within the digital space, where specific individuals are disproportionately rewarded while others are merely consigned to the shadows, causing fan controversy.
Overview of TikTok’s Participatory Culture
In the article “You Made This? I Made This: Practices of Authorship and (Mis)Attribution on TikTok”, Kaye delves into the practices of authorship and attribution on TikTok, shedding light on content creator’s challenges in receiving proper credit for their work. TikTok is deeply rooted in participatory culture, allowing users to engage in creative activities, remix existing content, and build upon each other’s ideas. However, this participatory culture often led to issues surrounding originality and the attribution of creative work. Moreover, Kaye highlights the issue of viral challenges and trends on TikTok, further complicating the matter of attribution. When content creators participate in a viral challenge or trend, their contributions may be overshadowed by the collective nature of these phenomena. As a result, it becomes challenging for creators to receive proper credit for their role in initiating or popularising a trend.
Additionally, TikTok’s algorithmic recommendation system contributes to the challenges of attribution. The platform’s algorithm often prioritises popular and trending content, neglecting to highlight the original creators of such content (Kaye et al., 2021). This algorithm can perpetuate the erasure of content creators’ contributions, making it even more difficult for them to receive the credit they deserve, which, in this case, involved content creator Jalaiah Harmon. Furthermore, content creators on TikTok often rely on their works to build personal brands, attract collaboration opportunities, and potentially monetize their creativity. However, with proper attribution, creators can leverage their TikTok content for professional development (Kaye et al., 2021). However, Charlie D’Amelio using the “renegade” has made her gain many followers including a big paycheck revenue wise.
Charlie’s audience noticed how her use of someone else’s idea was very unfair, affecting the black community on TikTok. The black community, which had many dancers involved, went on strike. Furthermore, regarding the article by Sharp, the strike was a response to the lack of credit given to Black creators for their original dance routines, which often go viral on the platform but are then appropriated by white creators without proper acknowledgment (Sharp et al,. 2021). This highlights the more significant issue of attribution challenges faced by creators on TikTok. The movement by Black TikTokers is an essential contribution to the broader discussion of attribution challenges on TikTok. It brings attention to Black creator’s systemic erasure and lack of credit, highlighting the need for change in the platform’s culture (Sharp et al,. 2021). Therefore, Tiktok is responsible for working on its platform ethic to ensure everyone is properly credited. Charlie D’amelio’s fans have supported the idea that she should have credited the young 14-year-old Jalaiah, knowing she also has a large community base.
Charli D’Amelio Renegade Controversy and Cultural Appropriation
Jalaiah has not been the only creator who has gotten her ideas stolen. Regardless of how many Black TikTok creators have accused D’Amelio of taking their dances without giving proper credit or recognition, this issue raises concerns about the erasure of the original creators and the exploitation of their intellectual property. Furthermore, the reactions to this controversy shed light on the broader issue of cultural appropriation. Critics argue that D’Amelio, as a white influencer, benefits from the work of Black creators without having to face the same challenges and discrimination they do. This exploitation perpetuates systemic inequalities and reinforces power imbalances within the entertainment industry. “Fans became upset when the late-night show failed to credit the original creators, such as Jalaiah, and instead praised Addison Rae, who merely danced” (Felix, M et al., 2021). In addition to this, TikTok is a platform that thrives on user-generated content, allowing individuals to create and share their videos. However, as the platform grows in popularity, the line between inspiration and appropriation becomes increasingly blurry.
Sinke’s article highlights the tendency of TikTok users to appropriate cultural practices without fully understanding their significance or context. She also describes her experience of accidentally creating a dance routine replicating the “Renegade” dance challenge. She was initially unaware of the dance’s origins and its cultural implications. However, this example highlights a common issue on TikTok, where viral trends are often divorced from their cultural roots, leading to cultural appropriation. The insight gained from going viral on TikTok is that users must actively seek to understand the origins and cultural significance of the content they engage with or create. Sinke emphasises the importance of research and educating oneself about different cultures to ensure respectful and responsible content creation. This insight directly relates to the attribution dilemma, highlighting the need for proper recognition and acknowledgment of cultural influences.
Legal Perspectives and Copyright Issues
According to Johnson, TikTok dances have gained immense popularity and have become a form of cultural expression on the platform. However, the issue of copyright protection arises when original dance moves are replicated and attributed to different creators. This raises the question of whether choreography on TikTok can be protected under copyright law. “Compared to other art forms, such as visual art or musical composition, choreography has had a somewhat fraught relationship with copyright law. Applying copyright law to choreographic works remains a significant gray area for intellectual property law” (Johnson et al,. 2021, copyright law & choreography). In addition to this quote, it is clear that TikTok has not implied any policy regarding people using each other’s ideas. Taking someone to court is not an option either.
Furthermore, many other people like Charlie D’amelio and other big influencers could make considerable revenue simply by claiming they “have not stolen” anyone’s idea. Once something is on TikTok, it is for everyone to use. Protecting dance moves on TikTok poses unique challenges due to the nature of the platform. Johnson notes that TikTok’s algorithmic structure encourages users to create and participate in trends, making it difficult to attribute originality accurately. The rapid spread of dance challenges further complicates the issue of attribution and ownership. “The user who created the video uploaded onto TikTok maintains intellectual property rights in their creation, by uploading the video, they grant TikTok the ability to use the video in a myriad of ways (including licensing its use to other parties) without infringing on the aforementioned intellectual property rights of the creator. The agreement does specify that other users are only granted this licence “to generate other User Content or view your User Content for entertainment or other private, non-commercial purposes.” (Johnson et al,. 2021, TikTok’s Stance on Copyright Protection for User-Generated Content).
Furthermore, relating it to Charlie D’amelio’s case, Tiktok would not act on what she has done. There will always be a lot of behind-the-scenes issues that an audience will not be able to notice or get any clarification on. Johnson suggests that a transparent licensing system would allow creators to permit others to use and share their dances while preserving their rights. Such a system could help establish a framework for the attribution and remuneration of content creators on TikTok.
The implications of copyrighting TikTok choreography for brand and influencer deals are significant. Previously, brands and influencers were free to use popular dances on the platform without facing any legal consequences. This enabled them to tap into the viral trends and engage with the TikTok community. However, the introduction of copyrighting poses challenges to this practice. Firstly, copyrighting TikTok choreography adds a layer of complexity to brand and influencer deals. Brands must now ensure they have the legal rights to use specific dances in their content. They may need to negotiate licences and compensate the original choreographers for their intellectual property. This increases the costs and potential legal risks for brands engaging in TikTok marketing. “Creators have expressed that they’re often not fairly compensated or credited for their contributions to campaigns.” (Marketing Dive et al,. 2021, Line 14). In addition, Charlie D’Amelio is well known for working with brands and even other influencers, which allows her to use different marketing strategies to benefit from TikTok. For example, she could be using another content creator’s dance moves from a video for commercial use, making her fans unaware of where the dance was originally made. “Collaborative relationships between brands and creators will have to become mutually beneficial in order to continue.” (marketing Dive et al,. 2021, Line 55 -56). It is essential that Tiktok enforces the idea of rewarding everyone with the correct share and that brands also contribute towards specific ideas created by their original creator instead of prioritising big influencers.
The Role of Algorithms and Creation on TikTok
TikTok’s algorithm functions as an influential gatekeeper, determining the visibility of content based on user engagement metrics. Pitre’s examination of TikTok’s algorithm sheds light on how this mechanism amplifies specific trends and challenges. This is particularly relevant to my exploration of the Charli D’Amelio “Renegade” controversy, where issues of attribution and originality come to the forefront. “TikTok alone has around one billion monthly active users, and, importantly, in an app ecosystem that only cares about attention, it boasts the best engagement” (Pitre Jake et al,. 2023, Lines 8 – 10). In addition to this, The participatory culture of TikTok involves users actively engaging with and contributing to content creation. The platform’s algorithm, as detailed by Pitre, plays a crucial role in shaping the reach and popularity of this user-generated content. It analyses user interactions, such as likes, shares, and comments, to determine user feed content. Furthermore, the algorithm’s role is significant in the Charli D’Amelio controversy, where attribution became a contentious issue. The algorithm’s tendency to prioritise content with high engagement rates may overshadow the individual creators behind the viral trends. As Pitre notes, the algorithm often amplifies content that aligns with established trends, potentially leading to the platform becoming more associated with specific challenges than the individual creators who originated them. Therefore, it also explains why fans of Charlie have spoken out about defending the young 14-year-old Jalaiah. She should have been credited in the first place as she started a trend that no one was familiar with. “In seemingly no time at all, perhaps only a day or two of scrolling, you begin to feel as though TikTok’s algorithm has developed a full profile for you, always adjusting to your interests and showing you things you did not know you had to see.”(Pitre Jake et al,. 2023, Lines 21 -23). In addition, TikTok’s algorithm’s potential impact on originality within the participatory culture is a critical consideration. Pitre’s exploration suggests that the algorithm’s emphasis on popular content may inadvertently discourage diverse and innovative forms of expression. Content that aligns with existing trends is more likely to gain visibility, potentially stifling the exploration of novel and unconventional ideas. Fan controversy regarding Charlie serves as a vivid example of how algorithmic dynamics can influence the attribution of creative work. As users participate in and contribute to challenges, their contributions may be subsumed within the broader trend, raising questions about the visibility of creators within the platform’s ecosystem.
“The Renegade is the biggest dance in the world right now. Lizzo has done the Renegade. YouTuber David Dobrik, Kourtney Kardashian, and her son did the Renegade together. Two of the kids from Stranger Things did it, too.” (Jennings et al,. 2020, Lines 1 – 3). In addition, it is clear that once a trend goes viral, other big celebrities can use it at their own expense without compensating the original creator. It is still a significant problem amongst black creators who believe they should have some recognition. Furthermore, Jennings’ article delves into the consequences for creators whose dances go viral on TikTok and suggests that while some creators may gain recognition and opportunities as a result of their viral dances, others may face challenges in maintaining visibility and attribution within the ever-evolving landscape of TikTok trends. As an influential arbiter of content visibility, the algorithm shapes the trajectory of the creator’s experiences on the platform.
“Audience activity occurs in several different ways on TikTok, and the type of interaction that should be prioritized depends on the kind of story a content creator is telling. Comments can be either passive or active; some may not necessarily add meaning to the story, whereas others can form a basis for future videos.” (Chapman et al,. 2022, Lines 55 -58). In addition to this, storytelling, as Chapman describes, plays a central role in the content shared on TikTok. Users leverage the platform’s short-form video format to craft compelling narratives, capturing their audience’s attention within a limited timeframe. This emphasis on storytelling aligns with the broader trends observed in digital media consumption, where concise and engaging narratives often take precedence.
Furthermore, fans could argue that Charli D’Amelio does not only perform choreography but also conveys a story or a mood through her movements. The controversy surrounding attribution becomes entwined with these narratives as the original creators seek recognition for their contributions to the evolving TikTok story. However, Chapman also digs into the concept of engaging audiences on TikTok. The platform’s design encourages interaction, with features like comments and shares providing a means for users to express their responses to content. Audience engagement becomes a crucial element in the participatory culture of TikTok, influencing the visibility and reach of content within the platform’s ecosystem. Therefore, this allows fans to decide whether a particular influencer was right regarding using another creator’s idea. Charlie has numerous followers, which could also cause her to feel bad as many people did leave many comments regarding her selfishness, having the audacity to not apologise towards creator Jalaiah, who started the whole “Renegade” dance trend. The “Renegade” dance challenge exemplifies how storytelling and audience engagement intersect within TikTok’s creative landscape. Creators showcase their choreographic skills and tell stories through their performances. The audience, in turn, engages with these narratives, influencing the visibility and success of the content. However, the attribution dilemma highlights the complexities of crediting original creators within a platform driven by engagement metrics and algorithmic processes.
“Influencers like Rae and D’Amelio have turned their stardom into lucrative careers. Rae, the highest-paid TikToker, made $5 million in 2020 alone, and D’Amelio, the second-highest-paid star, was not far behind. However, many dances that made them popular are not their own. They took them from Black TikTokers, who do not get the credit or the money they say they deserve.” (Scruggs et al,. 2021, Lines 7 – 11). In addition, Scruggs emphasises the idea that influencers make enough money out of other creators, which leaves people unable to get paid and work with any brand deals, which is very unfair in this case. Furthermore, TikTok has much work to do regarding changing the app’s algorithms to make it fair for every creator.
Conclusion
In conclusion, this essay has delved into the dynamics of TikTok, dissecting the controversies surrounding the dance “Renegade” challenge, attribution challenges, and the profound impact of TikTok’s participatory culture. Furthermore, the Charlie D’Amelio controversy is a poignant example of the challenges embedded within TikTok’s creative ecosystem. Tiktok’s participatory culture, characterised by users actively engaging with and contributing to content creation, intersects with the algorithmic processes that determine content visibility. This intersection poses challenges to the attribution of original creators, as viral trends may overshadow individual contributions, raising questions about fairness and recognition. The role of algorithms explored through Pitre’s insights and Jennings’s examination underscores the significance of TikTok’s technological infrastructure in shaping the creative dynamics of the platform. The algorithm’s preference for popular content, driven by high engagement metrics, introduces complexities in crediting original creators and highlights the tension between virality and individual recognition. Chapman’s work on storytelling and audience engagement on TikTok further complicates the landscape. While storytelling adds depth to content creation, engaging audiences becomes a double-edged sword, influencing the visibility of content but also contributing to challenges in accurately attributing creative contributions. Charlie’s use of the “Renegade” exemplifies how narratives unfold within dances, complicating the task of identifying and acknowledging the true originators. Additionally, collaborative efforts between content creators, TikTok as a platform, and relevant stakeholders could contribute to the establishment of clear guidelines and norms regarding attribution. This collaborative approach could involve discussions on best practices, ethical considerations, and mechanisms for resolving disputes related to creative ownership on the platform.
Citations
Black TikTokers Are Tired of Not Getting Paid for the Moves You Stole. (n.d.). Www.vice.com.
https://www.vice.com/en/article/g5qqkw/black-tik-tok-tired-of-stolen-dances
Chapman, Kristina. Making a Scene: Telling Stories and Engaging Audiences on TikTok. Melbourne: Australian Teachers of Media Inc. (ATOM), 2022. Print.
https://go.gale.com/ps/i.do?p=AONE&u=st46245&id=GALE%7CA732926565&v=2.1&it=r
Felix, M. (2021, June 29). “They make millions off of it”: Charli D’Amelio publicly criticized by Sunny Hostin for “stealing” TikTok dances. Sportskeeda.
Jennings, R. (2020, February 4). The most popular dances now come from TikTok. What happens to their creators? Vox.
https://www.vox.com/the-goods/2020/2/4/21112444/renegade-tiktok-song-dance
Johnson, Ali. “COPYRIGHTING TIKTOK DANCES: CHOREOGRAPHY IN THE INTERNET AGE.” Washington law review 96.3 (2021): 1225–1274. Print.
https://go.gale.com/ps/i.do?p=AONE&u=st46245&id=GALE%7CA683607805&v=2.1&it=r
Kaye, D. Bondy Valdovinos et al. “You Made This? I Made This: Practices of Authorship and (Mis)Attribution on TikTok.” International journal of communication 15 (2021): 3195–3215. Print.
https://go.gale.com/ps/i.do?p=AONE&u=st46245&id=GALE%7CA679119448&v=2.1&it=r
Pitre, Jake. “TIKTOK, CREATION, AND THE ALGORITHM.” The Velvet light trap 91 (2023): 71–74. Print.
https://go.gale.com/ps/i.do?p=AONE&u=st46245&id=GALE%7CA739490439&v=2.1&it=r&aty=ip
Sinke, K. (2020, July 1). What Going Viral on TikTok Taught Me About Cultural Appropriation. Lithium Magazine.
Sharp, R. (2021, July 6). Black TikTokers go on STRIKE and refuse to create viral dances. Mail Online.
“What Copyrighting TikTok Choreography Means for Brand and Influencer Deals.” Marketing Dive (2021): n. pag. Print.
https://www.proquest.com/docview/2582893702?pq-origsite=primo
