Ablexu, a Congolese pop and R&B artist based in Switzerland, has taken to TikTok to raise funds for displaced people in the Democratic Republic of Congo (DRC). With over 2,000 followers, Ablexu announced plans to donate 80% of the proceeds from his song "Not That Type" to provide critical supplies, including medicine, feminine care products, and other urgent necessities, to those affected by the crisis.

The DRC has been plagued by decades-long conflict, which has evolved into a battle for control over the country's resource-rich eastern provinces. The resurgence of the Rwanda-backed M23 rebel group in 2021 has displaced over 700,000 people, pushing the total number of internally displaced persons (IDPs) to seven million. The United Nations warns that the conflict risks spiralling into a broader regional war, further compounding the humanitarian crisis.

Ablexu's initiative reflects a broader trend among TikTok users leveraging the platform's monetization tools to raise virtual gifts and funds for social causes. TikTok offers artists royalties when a song is used on the platform, similar to music streaming services like Spotify and Apple Music. Artists receive royalties through music distributors who process payments after a two-month collection period. Each distributor and label operates under specific agreements with TikTok, dictating the artist's payout.

Artists earn based on video count rather than play count. The platform pays approximately three cents per video featuring an artist's song. If a song is used in one million videos, it can generate around $30,000. While viral hits like Lottery by Renegade or Yo Bunny by ProdbycpkShawn have surpassed 1 million videos, often driven by trends, artists like Ablexu rarely hit that milestone. However, they can still generate substantial revenue with multiple songs, which they can donate to grassroots organizations.

Beyond music, TikTok allows creators to earn money from designing popular effects, such as quizzes, color grading, filters, animations, and AI-generated elements, thanks to TikTok's $6 million Effects Creator Rewards program. Creators can earn $700 for every effect used in 500,000 unique videos within 90 days. While many creators use this program for personal income, some leverage it to raise funds for causes like the Congo crisis.

Raising awareness is another crucial aspect of these campaigns. Emerging creators like Hadija Ali, who has over 75,000 followers, use creative content to shed light on the humanitarian crisis, often focusing on the personal stories of those affected. Others, like Congolese-born content creator Patricia Orti, have taken their efforts further by launching a GoFundMe campaign to raise €30,000 for displaced Congolese. Her campaign has so far raised €2,065, largely driven by TikTok engagement.

Despite criticism and bans in some countries, TikTok remains a powerful tool for social good. Its dual role as a music promotion platform and a fundraising tool underscores its potential to drive positive change, proving that digital activism can make a tangible impact in crisis-stricken regions like the DRC.

As the Congo crisis continues to unfold, the efforts of creators like Ablexu, Hadija Ali, and Patricia Orti serve as a testament to the power of social media in driving awareness and support for social causes. As the platform continues to evolve, it will be interesting to see how creators and artists continue to leverage TikTok's monetization tools to make a difference in the world.