TikTok’s U.S. Deal Raises Concerns for Creators at TikTok Awards

Thursday night's opening ceremony honored some of the world's most influential content creators for their influence and contributions to popular internet culture. TikTok Awardswhich took place at the Hollywood Palladium and was streamed live on the social media app as well as Tubi.

Just a few hours before the event starts news broke this TikTok And ByteDance agreements were signed with three managing investors – OracleSilverlake and MGX will create a new TikTok joint venture in the United States. The agreement, which expires on January 22, 2026, will ensure the popular social media platform continues to operate in the United States. ​

While this latest development is another step toward preventing the app from being banned in the US, uncertainty about how the app will change with new investors on board was on the minds of many content creators at the awards show.

On the red carpet, attendees shared their concerns about the future of the app, particularly with Oracle, the software company run by billionaire and close Donald Trump ally Larry Ellison, as one of the new American investors in the deal.​

K-pop Demon Hunter star Rei Ami told Diversity, “I would be afraid of censorship. I hope TikTok remains steadfast in its promise to not censor its creators. Censorship goes against America's founding principles. Censorship that remains outside the creativity of users is what I hope and want for the future of TikTok.”

TikTok star Merrick Hannah, who rose to internet fame with his signature robotic dance moves, said he hopes “they don't change the app too much.” He added: “I'm concerned that owners will influence what content is shown to people on their For You page. I hope that doesn't happen.”​

“Overcompensating” actress and content creator Yasmin Saheed said she was concerned it would impact TikTok's algorithm. “I'm a little nervous because I want the algorithm to stay true to free speech. I want people to create without worrying about being punished or banned. So we'll see.”

Beauty TikToker Golloria George, who has created a huge platform to promote inclusivity in makeup, shared her concerns about whether TikTok will stay true to its essence. “I hope it stays authentic and doesn't censor creators for having a voice. The beauty of the platform is that people can go on TikTok and say what they want to say. That's the most important thing.”

Despite their concerns, there was a general sense of relief among content creators and influencers as they knew the pending deal would prevent TikTok from being banned in the US.

“I'm excited, but at the same time mentally exhausted because the algorithm is so confusing right now,” said TikTok star Markelle Washington. “From a creator's perspective, the algorithm makes me feel like I have to do somersaults and jump off buildings to get views. Hopefully after it sells, it can go back to normal with the original algorithm because it takes the fun out of the creation. I create content and try to grow with the algorithm, but at the same time it doesn't get rewarded.”

Given how much TikTok has changed the lives of business owners, Canadian influencer and businessman Josh Richards said he's glad to hear the platform has found buyers.​

“TikTok has given so many people the opportunity to create an income or a business,” he said. “What he's been able to do in the small business world is incredible. He's been able to help kids feed that inner hunger by giving them a creative outlet. Now they have such easy access to that.”

New Orleans' Keith Lee was awarded Creator of the Year at the TikTok Awards, hosted by La La Anthony. With 17.3 million followers on TikTok, Lee's videos highlight small food businesses and use her platform to drive the massive consumer demand that has turned restaurants into overnight successes.

“This means more to me than I can explain,” Lee said as he accepted the award. “I was just a kid sitting in the PAW Patrol chair that started recording because I was a professional fighter who was nervous in front of cameras and couldn't talk. I couldn't be in the same room with people. I was a nervous wreck who always doubted myself. TikTok gave me a platform to talk about it and highlight small businesses across the country.”

He continued, “It's so hard for me to do anything for myself because I always put other people before myself. But this is for me.”

Following his speech, Anthony announced that TikTok had pledged $50,000 to Feeding America to help fight food insecurity.

The awards ceremony offered special surprises throughout the evening, including a performance by Dancing with the Stars duo Jordan Chiles and Ezra Sosa, TikTok store giveaways and a Labubu cannon that launched plush toys into the audience.

Ciara also took center stage as the headliner. The music superstar performed a mix of her classics and new songs, including “My Goodies,” “Oh,” “Like a Boy,” “Level Up,” “1, 2 Step” and more.

Across 14 categories, fans could cast their votes for their favorite creators in the TikTok app's Awards Center from November 18 to December 2. Other winners of the night included Bretman Rock (Video of the Year), Jeremiah Brown (Rising Star of the Year), Alex Warren (Breakthrough Artist of the Year), Tineke Younger (Storyteller of the Year), Paris Hilton (Muse of the Year), Zach and Pat Valentine. (TikTok For Good Award), Diane Crissell (My Show Is On), Mariah Rose (Player of the Year), Katie Fung (Okay Kill), Law By Mike (I Was Many Years Today), KlothesMinded (Instantly Added to Cart), Recider (CapCut Creator of the Year), Elizabeth Esparza (TikTok Live Creator of the Year).