TikTok has clinched a deal for vertical content from Issa Rae’s HOORAE Digital, beginning this month with Screen Time.
TikTok is collaborating on additional series with HOORAE. The shows will be available on TikTok and its microdrama app PineDrama, free and ad-supported.
The show marks Rae’s return to digital-first content, she said at TheWrap’s Creator x Hollywood Summit. Rae built a huge following on YouTube for her series Awkward Black Girl before landing at HBO with Insecure.
“TikTok is building a new model for microseries, pairing creator-led storytelling with scaled distribution to reach audiences faster than ever,” said Dawn Yang, global head of entertainment partnerships at TikTok. “We’re actively investing in the microseries space and excited to partner with innovators like Issa Rae to bring bold, story-driven content to life across TikTok and PineDrama.”
“I’m excited about the opportunity to tell stories in a way that feels premium and elevated, but is concise and available to audiences directly,” said Rae in a statement from TikTok. “TikTok has become a leader in discovery and supporting creator-led content, so partnering with them gives us the platform to ensure our stories are seen and shared across the globe.”
