Issa Rae’s media company teams up with Walmart to “support Black creators”

By 12/02/2022
Issa Rae’s media company teams up with Walmart to “support Black creators”

Two years after launching Hoorae Media to bring all her projects under a single umbrella, Issa Rae is making moves. The web series star-turned-HBO leading lady has teamed up with Walmart to incubate diverse talent through the Black & Unlimited Digital Development Program.

Hoorae’s program will pair Black creators with industry professionals while also offering courses and mentorship. The up-and-coming influencers selected for the initiative will receive equipment as well as $10,000 stipends. Walmart will hold up its end of the deal by featuring members of development program on its YouTube channel. The retail giant’s Black & Unlimited series highlights trendsetters who represent a wide cross-section of Black identities.

The first class of the Black & Unlimited Digital Development Program includes nine creators who are building careers on platforms like TikTok, Instagram, and YouTube. Selected participants include self-proclaimed “Marketing Shawty” Amanda S. Wicks, foodie Alex Hill, and Brelynn Hunt, who brings “Brains and Beauty” to her YouTube channel.


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Rae, who got her start on YouTube as the creator of the web series Misadventures of an Awkward Black Girl, has gone on to star in HBO projects Insecure and Rap Sh!t. As her profile has risen, she has given back to the online community by regularly working with young creatives.

“Hoorae is proud to partner with Walmart to support Black creators as they share their content with new audiences,” Rae said in a statement. “With the support of the Black & Unlimited Digital Development initiative, the selected creators will expand their brands and develop their voices in our underrepresented industry.”

While Hoorae is best known as the producer of Rae’s TV projects, it also encompasses several other divisions. Rae’s music label, Raedio, has experienced significant growth this year and will be incorporated into the Digital Development Program. Participants will be able to access a music library to provide a soundtrack for their upcoming videos. To see what sort of content they come up with, keep an eye on the Walmart YouTube channel.

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