- Anthony 'Antz' Robb has gained millions of followers on social media for his razor-sharp mix of memes, music, and viral video clips.
- The global influencer market is currently valued at around $8 billion, a figure that looks set to rise over the next few years.
- The death of George Floyd has sparked protests and even led to violence at demonstrations all over the United States and the rest of the world.
- Robb, 22, told Business Insider about his own experiences of racism in the UK and the impact of the Black Lives Matter movement on social media.
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At 22-years-old, Anthony Robb is one of the biggest online influencers in Britain.
The global influencer market is currently valued at around $8 billion, a figure set to rise over the next few years – and Anthony (or "Antz") is the driving force behind one of the best known Instagram accounts in the UK: Imjustbait.
A hodgepodge of music, memes, and offbeat viral videos, Imjustbait keeps its army of 4.2 million followers engaged by skillfully blending the silly with the serious.
But the death of George Floyd on the other side of the Atlantic prompted a sudden shift across the social media landscape.
"The engagement has been crazy," says Antz, who has never shied away from posting political content on his various Instagram and Twitter feeds.
"Working for myself, and building a mass following off of the work I do, means I've never had to filter the things I post," he adds. "If I want to put something up supporting Black Lives Matter, that's what I'll do, it's not down to anyone else."
Floyd's death has sparked protests and even led to violence at demonstrations all over the United States and the rest of the world. In a recent Business Insider article, a number of leading black founders within the UK tech industry shared their experiences of race and racism in Britain.
"Driving around London, I've been stopped by police more times than I can count," Antz told us.
"Even walking around the city, I could be with my friends – not causing any trouble at all – and we'll be stopped and searched. One time they threw me to the ground and cuffed me. The end result was they just let me go...because I hadn't done anything wrong.
"I don't think we face the same risk of dying in the UK as black people in the US do, but it does scare you, and it leaves a bad taste in your mouth.
"I'm very lucky that I've been able to build a brand around my own identity and black British culture."
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