Too much screen time can be a dangerous thing, and Hoorae is taking that idea literally.
The media company led by actor, writer, and producer Issa Rae has announced a partnership with TikTok. Together, the two companies are diving into the world of microdramas. Beginning with a project titled Screen Time, Hoorae will produce short-form web series that will launch on TikTok and its companion app PineDrama.
Screen Time will tell the story of four friends whose secrets are exposed when a hack reveals the contents of their phones to one another. The series will kick off later this month.
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@hooraemedia Every text. Every search. Every secret. What if it all came out today? Watch the trailer for our new micro series Screen Time, exclusively on TikTok and PineDrama. Follow us so you don’t miss out! #IssaRae #ScreenTime #Microdrama #Soap #Drama @JennaMarie, @brittneybreeze, @Jasmine Luv, @Xavier @Kristen Brancaccio ♬ original sound – HOORAE Media
At TheWrap‘s Creator x Hollywood summit, Rae described Screen Time as a return to her roots. Before creating and starring in the HBO series Insecure, Rae was a central player in the web series world, producing several indie shows.
As the creator industry evolved, so did Rae’s approach. Partnerships with platforms like Snap and Tubi gave her new opportunities to incubate up-and-coming filmmaking talent. Now, as the microdrama craze pushes creators back toward serialized productions, Rae and her media company are maintaining their commitment to rising artists. Hoorae describes Screen Time as a “Minute Soap,” but it has all the trappings of a typical microdrama.
“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,” Rae said. “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.”
Ballooning microdrama viewership has attracted sizable investments, with everyone from Google to Crocs to Dhar Mann buying in. Now, the presence of a highly-regarded Hollywood force brings additional legitimacy to the format, and the Screen Time cast — which includes actors from shows like Rap Sh!t and Shrinking — is filled with impressive pedigrees. If you’re curious to go through the characters’ phones, keep your eyes trained on TikTok and PineDrama.
