Erin Chin Chief Marketing Officer of Logitech For Creators Discusses Their ‘Together We Create’ Initiative
Earlier this month we shared an exciting announcement about a new initiative called Logitech For Creators, a brand extension of Logitech that is dedicated to empowering all creators to pursue their passions, part of “Together We Create,” a platform that shares its vision of collaborating with creators to shape the future of creating together. “Together We Create” ladders up to Logitech’s global brand campaign DEFY LOGIC, which highlights the diversity of those defying logic as they work, create, and play.
“‘Together We Create’ is a collective call to action to shape the future of creating together,” said Erin Chin, Chief Marketing Officer of Logitech For Creators. “Logitech has the tools to help creators simplify the process of creation. Beyond that, it’s also about working together to celebrate creators, champion a community that elevates both aspiring and professional creators, and drive change for a more diverse and inclusive future. We make the tools, creators change the world.”
This program caught our interest and we wanted to know more because we have a large audience of creatives and “Together We Create” blew us away. To that end, The Hype Magazine got Erin Chin, Chief Marketing Officer of Logitech For Creators, to weigh in on a few things! Note: The below Q&A was intended to be added to the original article however, in my opinion, required its own space.
Logitech has been a leader in the industry for decades, how has the digital revolution inspired the company to keep pace and in fact continue to be an innovator?
The growth of the creator economy has been tremendous and we believe that all creators have the extraordinary potential to shape culture. At Logitech For Creators, our focus is designing products and solutions that help content creators — people who authentically and intentionally make content to share on social media — share their stories and unlock that potentia… We put creators at the heart of everything we do, and you see that in our new “Together We Create” campaign and all our programs. To us, it’s about how we can collaborate with creators to shape the future of creating together. We build the tools, creators change the world.
With the Together We Create campaign, what did you look for in creatives that made them showcase worthy for Logitech?
For the campaign, we wanted to feature creators across different creative fields, social platforms, and geographies, who share our values of celebrating creators, fostering an inclusive community, and driving change.
The creators are musician Chloé Stafler, game streamer and voice actor Friskk, celebrity choreographer and visionary JaQuel Knight, social media star and serial entrepreneur Josh Richards, pro competitive gamer and content creator King Jae, pop culture and anime enthusiast Tatted Poodle, and musician Pastel.
What are some of the key components of the campaign?
“Together We Create” (TWC) is a brand platform that shares our vision of collaborating with creators to shape the future of creating together. “Together We Create” is our commitment to continue to put creators at the heart of everything we do by providing the right tools, support, and solutions that will empower creators to be successful and sustainable.
This integrated, multi-element, cross-platform campaign will come to life on digital, on social, and IRL globally. The campaign starts today with an anthem video and the launch of Logitech Creator Society, followed later this month with the second annual Logitech Song Breaker Awards, with more brand experiences planned globally.
We also announced the launch of Creator Society, an invite-only, global community of creators who will be collaborating with Logitech For Creators as the brand’s creator voices. These ambassadors will work with Logitech to elevate and inspire the community through spotlights on why they create and co-develop programs to address creator needs such as gear, growth, and mental health.
Later this month, we will also be hosting the second annual Song Breaker Awards with Bretman Rock. The Logitech Song Breaker Awards recognize creators who helped propel artists and songs into the music charts through trends and dance challenges that they’ve created and shared on social media.
What’s next on the slate for the Together We Create program? Will there be any experiential events we can look forward to?
While we can’t say anything at the moment, we have exciting plans to bring “Together We Create” to life, and we will be working closely with our Creator Society members.
A key player in the program, what is the most satisfying for you in seeing it come to fruition?
The most satisfying part of “Together We Create” is our continued commitment to put creators at the heart of everything we do. Logitech For Creators brings together Streamlabs and Blue, brands that have been serving the creator community for years. Our work is built on that foundation. As Logitech For Creators, our intention is to continue to collaborate, connect and support the creator community.
For example, last July, we built upon a powerful initiative, #Creators4BIPOC, which was originated in 2020 by Streamlabs and created a movement that harnesses the creator community to work collectively to address the barriers disproportionately faced by Black, Indigenous, and People of Color (BIPOC) creators. We partnered with 50 BIPOC creators who came together to share stories and ignite conversations around change and equality across Instagram, Twitter, and Twitch. Creators such as @Snowlit, @MiladyConfetti, @scarzig, and others hosted charity streams to raise funds for nonprofit organizations focused on racial justice and equality such as Asian Mental Health Collective, Black Girls Smile, The Bail Project, and WeXL Org. We committed $250,000 to match funds raised by the creators.
We also partnered with award-winning choreographer and visionary JaQuel Knight – who is featured in the “Together We Create” anthem video. Knight made history as the first pop and hip-hop choreographer to copyright his dance moves — including the iconic moves in Beyoncé’s “Single Ladies (Put a Ring on It).”
To learn more about the campaign, the creators, and products, go to logitech.com/creators. #TogetherWeCreate.
Join the conversation on social media as well:
Twitter: @logitechc
Instagram: @logitechc
TweetAbout the Author
Dr. Jerry Doby Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.
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