Issa Rae's Hoorae partners with TikTok for 'Screen Time' microdrama
Tubefilter reports the Hoorae Media series launches on TikTok and PineDrama later this month, following four friends whose secrets are exposed when a hack reveals their phone contents. Issa Rae is exec producing and describes the project as a return to her web series roots. AND Media co-produces alongside Hoorae.
THE BREAKDOWN
Issa Rae building for TikTok is a signal worth tracking — she has a strong track record of identifying the right format for the right platform at the right time. Microdrama is a format that is exploding in Asian markets and has not fully broken through in the US yet. If Screen Time lands, it validates TikTok as a scripted distribution platform for premium talent, which opens conversations about creator clients who have IP or narrative ambitions beyond standard social content.
Get the full briefing weekly
Read by talent managers, agents, and brand partnership professionals every Friday.