HOORAE Media | portfolio

HOORAE Media, an Issa Rae company

As the Senior Social Media Manager of Issa Rae's production company, my small team and I strategized and managed all digital and social platforms for HOORAE Film and TV, ColorCreative, and Raedio. During my time at HOORAE, I led a catch up and premiere campaign launch while abiding by SAG and WGA strike guidelines for RapSh!t season 2 and the season soundtrack from Raedio, then quickly pivoting to new campaign strategy as the strikes ended right before our show premiered.

Since there is no HOORAE without Issa Rae, it was important to post relatable and inspiring clips from the queen herself, and I continually sourced these clips from her other appearances and interviews. Adding in these clips continued to build a strong connection with those who needed to hear these words, increasing the community and followers on our channels.

Although we couldn't utilize cast and crew for promoting the second season of Rap Sh!t, we partnered with artists from the soundtrack to promote the show, which aligned with the title as it is centered on music. We coordinated a music video and Instagram collaboration with Sexyy Red's team, which was a great stepping stone of over 329k likes to support the show.

Raedio, the audio division, launched a new podcast series, The Scottie and Sylvia Show. With their content, it was vital for us to choose and post clips that would excite viewers and encourage them to watch/listen to the full podcast. This clip ended up being one of the highest viewed posts on the Raedio Instagram due to its authenticity.

I had the opportunity to also shoot additional social content and conceptualized various ideas for her to answer/participate in. In this clip, I wanted to ask her about the attractive men in Rap Sh!t as Issa is notorious for casting beautiful men and folks in her shows.

This post was a part of the catch up campaign and was also very relevant with the topic of student loans. The purpose of this post was to garner new viewers for the upcoming season, and it performed well in contrast to other non-Issa posts.

Another concept that I got to shoot with Issa Rae was this video, which hopped onto the Roman Empire Trend on TikTok. This concept was moving as it not only connected to Rap Sh!t season 2, but a larger message overall for how women are treated in media and society.