Global media conglomerate allegedly copies design and functions of black-operated social media platform
In the world of digital innovation, two new balance contenders have emerged, each offering a unique take on social media and news. On one side, we have SPIL, a new app launched by global advertising agency 72andSunny, and on the other, Spill, a Black-owned next-generation social platform.
72andSunny, a subsidiary of Stagwell, has made a name for itself working with big names like Google, adidas, Activision Blizzard, Dropbox, eBay, The New York Times, and Venmo. The agency has received numerous accolades, including being named Agency of the Year by Ad Age and Adweek, and recognised by Fast Company as one of the most innovative.
However, SPIL's launch has been met with controversy, as it shares striking similarities with Spill, a platform created by Alphonzo "Phonz" Terrell and DeVaris Brown, former Twitter employees. Terrell, known for his appearances on the Rise & Grind Morning Show on Power 99, and Brown launched Spill in 2023 with the aim of providing a safe space for online gathering, especially in light of the need for such spaces now more than ever before.
Spill saw a significant surge in user signups, with a 285% increase in the fourth quarter of 2024. The platform was launched to address the issue of Black, Brown, and queer creators having their trends co-opted without proper credit, a problem that resonated with many.
The controversy surrounding SPIL began when 72andSunny described SPIL as "a new type of news brand, made specifically for Gen Z in Europe," in a now-deleted LinkedIn post. The post made no acknowledgement of the parallels between SPill and Spill, leading to criticism from the Spill community.
Several community members voiced their disappointment directly on 72andSunny's LinkedIn post before it was taken down. In response, 72andSunny deleted the announcement for SPIL altogether.
Spill, however, has taken a different approach. In 2025, the platform invited its members to become investors, marking a new chapter in its journey. The future of both SPIL and Spill remains to be seen, but one thing is clear: the need for diverse voices and representation in the tech industry is more important than ever.
*Note: SPIL is stylized as "spil" in the original source. For the sake of readability, it has been capitalized in this article.
For more information about Spill, please visit spill.community*.
*No financial or user growth information was provided for either 72andSunny or SPIL in the current paragraphs.
*No information about the founding year or funding of 72andSunny was provided in the current paragraphs.
*Alphonzo "Phonz" Terrell was laid off from his role as the global head of social and editorial after Elon Musk bought Twitter.
*Kenya T. Parham is a key figure in Spill, possibly serving a leadership role.
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