Kai Cenat's AMP target deal sparks backlash amid claims of performative allyship
AMP also known as Any Means Possible is a streaming group that includes Kai Cent, Duke Dennis, Fanum and more
Target’s latest partnership with AMP has drawn severe reaction from consumers who accuse the retail giant of performative allyship after scaling back its diversity initiatives earlier this year.
On July 6, the streaming group announced a deal that brought their unisex personal care line, TONE, to Target. The brand was launched in February by AMP members Kai Cenat, Duke Dennis, Fanum, Agent 00, ChrisNxtDoor, and ImDavisss.
But this collaboration has reignited frustration over Target's recent DEI rollbacks.
Previously, the company discontinued a program that supported Black-owned brands that led to ultimately removal from the stores. This decision sparked the #TargetFast40 boycott led by activist Jamal Bryant. The protest, initially planned for 40 days, has since extended indefinitely.
Many social media users argue that Target’s AMP deal is a hollow attempt to placate Black consumers without addressing systemic concerns.
Taking to X (formerly known as Twitter), one user wrote: “Sad to see black content creators so disconnected from reality that they don’t even realize they’re doing a big AD for Target when Black people are supposed to be boycotting target and not shopping there. @AMPexclusive either don’t care or they’re completely unaware.”
Another one wrote: “Target tryna use AMP to get they sales back up is insane, streamers really taking over entertainment.”
Who are the members of AMP?
AMP (Any Means Possible) is a content creation group known for their engaging videos across various platforms. The main members of AMP include Kai Cenat, ImDavisss, Fanum, Duke Dennis, Agent 00, and ChrisNxtDoor. They are widely known for their diverse content, including real-life scenarios and gaming-related videos.
Related: Kanye West accuses Kai Cenat of stealing prison stream idea
