Block Party 2024: Can TikTok Start a Revolution?

Illustration by Andrea Kathrine L. Lauritzen

News article - Andrea Kathrine L. Lauritze / PRESSET.

The social media landscape is constantly evolving, and a recent trend supporting the theory of users craving authenticity on TikTok is "Block Party 2024." This trend started with activists supporting Palestinians in Gaza reacting to celebrities attending the Met Gala, where tickets cost $75,000 each.

Users have drawn parallels to the plot in the movie trilogy "The Hunger Games", which centers around a dystopian future where society is divided into extremely wealthy and extremely poor groups. Every year, two people from each district, from less fortunate to extremely poor, fight for their lives in "The Hunger Games," while the extremely rich watch and place bets for entertainment.

Many users have made reaction videos about Haleyybaylee. Screenshot from TikTok 16.05.24.

Real life Hunger Games

With the growth of social media in society and other technological advances, the UN reported in 2013 that we are living in a world where more people have access to a cellphone than a toilet. The evolution did not stop there, and with increasing conflict levels in several parts of the world, we have for the first time had a front-row seat to war and conflict unfiltered by organized media. Regular people caught in warzones post their reality and experiences, finding support from all over the world.

The combination of seeing war and conflict happen in real-time while the rich and famous turn a blind eye has led people to state we are living in "The Hunger Games". According to many TikTok users, the straw that broke the camel's back was when the American influencer "Haleyybaylee" posted a video from the Met Gala using a sound featuring the supposed Marie Antoinette quote "let them eat cake." Many creators criticized this as tasteless and tone-deaf, resulting in encouraging people to join the "Block Party 2024" movement.

On the chopping block

The movement gained momentum after the 2024 Met Gala, known for its extravagance. The stark contrast between the celebrities' lavish outfits and the ongoing Gaza conflict became too glaring to ignore for many. In this context, TikTok user @blockout2024 urged followers to block celebrities who did not address or take a stance on significant global issues. @blockout2024 argued that by blocking these celebrities, their income from advertisements and brand deals on social media could be cut off.

The primary aim of Block Party 2024 is to compel celebrities to take responsibility and use their platforms to support critical causes like the Gaza conflict. Celebrities such as the whole Kardashian clan, Taylor Swift, Beyoncé etc. are now on the chopping block. No one seems to safe from TikTok users wanting to cut their lifeline of marketing revenue from the platform.

Users on TikTok post content encouraging people to block celebrities. Screenshot from TikTik 30.05.24.

Reactions

Reactions to Block Party 2024 have been mixed. Some believe the movement can have a significant impact, while others are skeptical about its real effectiveness. According to an article from Yahoo News, the movement provides participants with a sense of doing something meaningful. Professor Marcus Collins from the University of Michigan stated that such digital campaigns can give people a sense of influence, even if the actual outcomes are uncertain.

Hyperallergic reports that celebrities like Kim Kardashian have seen a decrease in follower numbers, though specific figures and the long-term effects are still uncertain. On TikTok, several users are posting videos showing how several celebrities are losing followers by the second and the movement have led to many celebrities and influencers losing followers. Indicating that many are willing to take drastic steps to show their support for the movement.

How will it end?

It remains unclear how long the Block Party 2024 movement will last and how significant its impact will be on celebrities' finances and social media engagement. As Hyperallergic notes, this digital protest has sparked a broader discussion about the responsibilities of celebrities and their use of platforms to support important social issues.

Block Party 2024 represents a new form of digital activism where ordinary people use the tools at their disposal to push for social change. Whether it will lead to real changes remains to be seen, but it has already created substantial discussion and awareness around the issues of celebrity culture and social responsibility.