Issa Rae’s next project is coming to you vertically—and on TikTok.
Hoorae Media, the star’s media production company, and TikTok announced on Wednesday a partnership to bring free exclusive micro-series content to TikTok and its PineDrama app.
The collaboration launches later this April starting with Screen Time, produced by Hoorae Digital. This will be Hoorae’s first micro-drama series, with the media company co-developing a slate of additional micro-series with TikTok as part of the deal.
The partnership marks Rae’s return to her digital roots, she said at TheWrap’s Creator x Hollywood Summit on Wednesday. Her first digital series, “The MisAdventures of Awkward Black Girl,” began on YouTube in 2011.
Rae shared that her team designed Screen Time to align with how audiences watch content today—“more intentional, immersive, and story-driven.”
“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. “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.”
TikTok launched PineDrama in January, allowing users to “immerse [themselves] in short dramas, anytime.” Entering the multi-billion dollar micro-drama industry gives TikTok more opportunities to engage with its audience through entertainment.
