With 18 years of advertising and marketing experience, LaToya Shambo identified a critical gap in the creator economy that needed addressing: the systemic lack of partnerships for Black female creators. Her response was to found Black Girl Digital, a global influencer marketing agency that’s now reshaping how brands connect with diverse audiences while ensuring fair compensation and representation.

Strategic Growth While Maintaining Core Mission

Since Black Girl Digital’s founding in 2016, the creator industry has seen major shifts every six months. Yet LaToya’s fundamental mission remains unchanged. 

“The evolution is more about structure and process and the products that help me service the creator economy than anything,” she explains. “That keeps us in the game and propels us forward: how we reinvent the company to better serve the economy and industry.”

To reflect this growth and evolution, LaToya is excited to announce that Black Girl Digital will now be doing business as BGD Media, stating that this rebranding aligns with its expanded vision and continued commitment to the creator economy.

This consistent approach has proven crucial in volatile market conditions. “You have to grow as a company; you have to grow as an organization,” LaToya notes. “If you have to constantly shift the line in purpose, it becomes challenging.” 

When the industry moved from bloggers to influencers, LaToya’s foresight enabled a smooth transition: “It wasn’t even that long. It was maybe a few months. The industry has changed so rapidly that all the creators are becoming influencers. I didn’t have to pivot my purpose, just the product and restructure the packaging to service the client more efficiently.”

Taking Industry Challenges Head-On

As consumer expectations and market dynamics change, Black Girl Digital implements strategic solutions to help creators position themselves effectively. 

“Right now, the big song and dance is around terminology, around Black and multicultural, and just figure out which words will move the brands one way or the other, especially as some brands are pulling away from DE&I,” LaToya explains.

The agency’s solution centers on its audience-first approach: “We come in and help with positioning. We’re audience-focused and targeted to serve multiple audiences without being isolated to just one.” LaToya believes this strategy allows them to “build inclusive campaigns for brands… while not alienating the Black female creators we’ve grown and love to work with over time.”

Celebrating Creator Impact: Black Influencer Weekend

The culmination of LaToya’s vision for creator empowerment manifested in Black Girl Digital’s first Black Influencer Weekend, combining their third annual Black Girl Digital Awards with an Influencer Impact Summit and a Gala Night.

“When we first hosted the pilot in 2022, I tested it by honoring five creators, and we invited 40 local creators here in Atlanta,” LaToya recalls. “Most of them did not know each other. They didn’t even know me. They didn’t know our brand. And they were so impressed. They were so excited. They were so honored to be a part of something so thoughtful.”

The initial event succeeded through its grassroots, creator-focused approach. “It wasn’t from a brand,” LaToya points out. “I paid for it myself. I was just like, ‘Come. Let’s celebrate these creatives and have a good time.’ And that was the start of something super beautiful. They were eager for next year’s event.” 

Year two marked significant expansion. “We had opened it up to voting. We had multiple categories. So, it went from five honorees to about 14 categories. We had close to over 200 nominees and judges,” LaToya shares. “The actual award show had about 150 creators in attendance that year. We also had presenters and hosts. So, it just started to build and become this dynamic experience for creators. Everyone was dressed up. It was really beautiful.”

The 2024 edition represented substantial growth. “This year, I wondered how to make it more dynamic and bigger. Forty categories later, three days… this year we hosted 400 to 500 creators each day.”

Creating Unique Value

The Black Influencer Weekend distinguishes itself through its creator-first philosophy. “It’s the place to be because you’re getting to meet and connect with creators of all kinds,” LaToya explains. “Usually, it’s like a community of beauty influencers, but we’re pulling everyone together in this environment. You can connect and talk to someone you’d probably never encountered in real life.”

The event’s structure intentionally differs from typical brand-sponsored gatherings. “When there’s a brand event, it’s actually for the brand, not the creator,” LaToya notes. “We’re uniquely positioned to unite the community because it’s a win for everyone. The sole purpose is to break down these barriers and allow the creators to be a part of the advertising industry.”

Strategic Vision for Creator Success

LaToya plans to expand while maintaining a focus on creator development. “The goal is to make it better. We are rolling out membership for next year,” she reveals. “We want to streamline communication and growth opportunities for creators and resources in the coming years. We might expand the weekend to be the week.”

For creators seeking sustainable careers, LaToya emphasizes professional development: “Take it seriously, make it a business. Understand your business model,” she advises. “A lot of burnout and confusion happened because they still operated like a hobby. Yes, this is a hobby, but what happens when it becomes something more? Be proactive in what your creator media business needs to look like to scale.”

Her perspective on the industry’s future focuses on measurable impact: “People are just going to find different ways to work with multiple creators, whether they’re Black or not. How do you position yourself as one of the best? You create the best because your audience converts the best… At the end of the day, brands are looking for results, and if you can deliver results, they will likely work with you.”

Through Black Girl Digital and initiatives like Black Influencer Weekend, LaToya continues strengthening the creator economy. “Our culture is built on celebration and honoring our creators,” she concludes. “It solidifies the economy, the industry, and the fact that this work that they’re doing is purposeful and creating and generating impact along with revenue for the brands they’re working with.”