The social media "blackout" where people shared plain black images to social media sites in solidarity with protests in the US appears to have backfired, making it harder for people to find out important information and causing some to question those behind it.
One of the main problems is that people have been posting their plain black image using the wrong hashtags.
A combination of hashtags including #TheBlackout and #BlackoutTuesday were used and seemed to be specifically designed for the social media event.
But people didn't only use those hashtags.
People also used the hashtag #BlackLivesMatter, which before had been used to document the protests, organise the movement and share information, but yesterday it ended up looking like a redacted government document.
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US singer-songwriter Kehlani summed up the problem: the plain black tiles were taking up space in people's feeds that could have instead been used to organise protests and keep people informed about what's going on, and one of her followers chimed in to show what her newly "redacted" feed looked like.
Kehlani is one of many figures in the music industry who has been questioning the Blackout, itself dreamt up by the music industry.
"The music industry is a multi-billion dollar industry, an industry that has profited predominantly from Black art," industry insiders and organisers Jamila Thomas and Brianna Agyemang said in a statement.
"Our mission is to hold the industry at large, including major corporations and their partners who benefit from the efforts, struggles and successes of Black people accountable."
The idea seemed like a good one as those in the industry vowed to stop work and turn their attention to the ongoing protests.
An email from MTV president Chris McCarthy obtained by CNN told workers to "focus our attention away from work and towards our community".
"We will not hold any meetings nor conduct any business – rather we will stand in solidarity with our African-American colleagues and loved ones across the country," he wrote.
Streaming services Apple Music, Spotify and YouTube also joined in.
Spotify added an 8 minute 46 second moment of silence to some podcasts and playlists to demonstrate just how long disgraced Minneapolis police officer Derek Chauvin kept his knee on George Floyd's neck.
Apple added a message of support and a special playlist.
"In steadfast support of Black voices that define music, creativity, and culture, we use ours.
"This moment calls upon us all to speak and act against racism and injustice of all kinds.
"We stand in solidarity with Black communities everywhere. #TheShowMustBePaused #BlackLivesMatter," a message that took over Apple Music's browse tab said, using a hashtag dreamt up by the music industry and another used by grassroots organisations to plan the very protests Apple was standing "in solidarity" with.
Some have applauded the streaming services' decision on social media.
Others questioned whether the platforms were actually interested in real change or just jumping on board the trend.
It doesn't appear everyone in the music industry is impressed with the efforts, particularly given the view that the industry is itself profiting off the exploitation of black people and the systems that enforce racism and disadvantage in America.
Kehlani tweeted at Spotify to "open ur purse" instead.
Musician Raphael Saddiq likened the streaming services to looters.
White hip-hop producer Kenny Beats has been following his own advice to be as vocal as possible.
He had harsh words for the music industry.
"F*** that black square. Deleted. No label has spoke out against the police. No label has put together a bill to protect the Black artist they steal from. No label has put their money where their mouth is. These conversations and protests must continue and I won't promote silence," he wrote, adding he "(wished) these labels were as creative with ways to help Black artists as they are with the 200-page, 360-deal contracts they enslave their art and careers with."
Of course the streaming services aren't the only ones to jump on board.
Brands have been clamouring to show their support, posting eerily similar messages in white text over black backgrounds.
Whether that support leads to any meaningful change, or even persists after the hashtags stop trending, remains to be seen.