Key Points
- 17 & CENTRAL, a youth-led creative hub in Waltham Forest, has launched a new initiative to discover and promote local social media talent aged 13 to 25 .
- The campaign, titled “Waltham Forest’s Next Social Media Star”, invites young residents to submit content showcasing their creativity across platforms such as TikTok, Instagram, and YouTube .
- As reported by Jamie-Lee Smith of Waltham Forest Guardian, the project aims to “empower young voices, build digital skills, and provide a platform for underrepresented communities” .
- Successful applicants will receive mentorship, content creation equipment, and opportunities to collaborate with professional media organisations .
- The initiative is funded by the Mayor of London’s Culture at Risk programme and supported by the Waltham Forest Council .
- Applications opened on 1 October 2025 and will close on 30 November 2025, with finalists showcased at a live event in December .
- Judges include media professionals from BBC Three, TikTok UK, and local influencers with over one million combined followers .
- The hub has previously supported over 500 young creatives since its launch in 2023, with alumni going on to work in digital marketing, filmmaking, and music production .
- Concerns have been raised by Dr. Amina Khan of Queen Mary University regarding digital safety and online wellbeing for participants, prompting 17 & CENTRAL to introduce mandatory digital literacy workshops .
- The campaign is part of a broader strategy to position Waltham Forest as a leader in youth innovation and digital inclusion across London .
What Is the New Initiative by 17 & CENTRAL in Waltham Forest?
As reported by Jamie-Lee Smith of Waltham Forest Guardian, 17 & CENTRAL has launched “Waltham Forest’s Next Social Media Star”, a competitive talent search aimed at identifying and nurturing young digital creators across the borough . The initiative targets individuals aged 13 to 25, encouraging submissions of original content in categories including comedy, fashion, activism, music, and lifestyle . According to project lead Tariq Malik,
“This isn’t just about virality—it’s about building sustainable careers in the creative industries” .
The hub, located in Walthamstow, operates as a free-to-access space offering training in video production, podcasting, and social media strategy . Since opening in 2023, it has hosted over 200 workshops and partnered with organisations such as the British Film Institute and TikTok’s Creator Diversity Collective . The new campaign marks its most ambitious public outreach effort to date.
Who Can Participate and How Are Submissions Judged?
Eligibility is open to all young people residing in or attending school in the London Borough of Waltham Forest . Entrants must submit a link to their social media profile or a sample video maximum three minutes via the 17 & CENTRAL website . As stated by judge and BBC Three digital producer Naomi Clarke,
“We’re looking for authenticity, originality, and a clear point of view—not just follower counts” .
The judging panel includes TikTok UK’s community outreach manager, Riya Patel; YouTube strategist Marcus Cole; and local influencer Zara Ahmed, known for her advocacy on mental health and youth rights . Entries will be assessed on creativity, technical skill, messaging, and potential for growth . Shortlisted candidates will be notified by 5 December 2025 and invited to a showcase event at the Waltham Forest Town Hall .
What Support Will Winners Receive?
As reported by Tom Reynolds of East London Tech Review, the top five finalists will each receive a £2,000 grant, a high-spec camera kit, and six months of one-on-one mentorship from industry professionals . Additional benefits include access to 17 & CENTRAL’s recording studios, networking events, and potential commissioning opportunities with local media outlets .
One past participant, 19-year-old filmmaker Kofi Mensah, credited the hub with launching his career:
“I came here with just a phone and ideas. Now I’m directing short films for Channel 4’s youth strand” .
The new initiative expands on this model by integrating formal partnerships with Creative UK and the London College of Communication .
How Is the Project Funded and Supported?
Funding for the campaign comes from the Mayor of London’s Culture at Risk programme, which has allocated £150,000 to youth creative projects in 2025 . Additional support is provided by Waltham Forest Council’s Youth Futures Fund and private sponsorships from tech firms including Canon UK and Adobe Creative Cloud .
In a statement, Councillor Sophie Green of Waltham Forest Council said,
“Investing in young people’s digital futures is essential for inclusive economic growth” .
The council has also committed to reviewing digital infrastructure in youth centres to ensure equitable access to high-speed internet and devices .
What Are the Concerns Around Online Safety and Wellbeing?
As highlighted by Dr. Amina Khan of Queen Mary University’s Digital Ethics Lab, initiatives targeting young social media creators must address risks related to cyberbullying, data privacy, and mental health . In response, 17 & CENTRAL has introduced a mandatory digital wellbeing module for all participants, developed in collaboration with the UK Safer Internet Centre .
The workshop covers topics such as managing online harassment, understanding algorithmic bias, and building a positive digital footprint .
“Empowerment must go hand-in-hand with protection,”
said Dr. Khan . All finalists will also receive free access to counselling services through the hub’s partnership with Mind in Waltham Forest .
What Is the Broader Impact on the Local Community?
The campaign forms part of Waltham Forest’s Cultural Strategy 2025–2030, which aims to make the borough a national model for youth-led cultural innovation . By focusing on digital creativity, the council hopes to reduce youth unemployment, which stands at 12.4%—above the London average of 9.8% .
Local businesses have welcomed the initiative, with Walthamstow-based café owner Lena Petrova noting, “When young people thrive, the whole community benefits. We’re proud to sponsor the finalist event” . The campaign also aligns with the UK government’s Levelling Up agenda, particularly in expanding digital skills in underserved areas .
With applications now open, 17 & CENTRAL anticipates over 300 submissions by the deadline . For many young residents, the initiative represents more than a competition—it is a pathway to recognition, skill development, and long-term career opportunities in the digital economy
