As reported by Business Insider via AFROTECH, Issa Rae, the media mogul and creator extraordinaire, has expanded her business portfolio yet again with the launch of Ensemble, a company that aims to connect brands with Black and brown creators and close the creator pay gap between creators of color and their white counterparts. According to Business Insider, the company is funded by Rae and is already working with 50 creators, including comedian Mark Phillips, co-founder of the popular social media collective RDCWorld, and several major brands such as Pepsi, Chili's, and Popeyes have signed up for the service.
What sets Ensemble apart from traditional agencies is that its team not only cultivates non-surface-level relationships with its clients but also teaches creators how to package and sell media to big-name companies. "We just see it as an evolution of the next generation of talent discovery, and the path is not obvious," said Ian Schafer, co-founder and president of Ensemble. "People used to look at digital as the minor leagues. It’s very much the major leagues, but the thesis is that the future talent is much more likely to be discovered by audiences and financed by brands."
Ensemble is separate from Hoorae, Rae's media and entertainment company, and has its own team. Montrel McKay, President of Development and Production at Hoorae Media, stated that the company aims to be seen as a general market company and go after media budgets instead of small allocations for diversity buys. "That’s why it’s important to work with Pepsi out of the gate — we want to show the world we’re just trying to drive popular culture," added McKay.
This isn't Rae's first instance of showing up for creators. From Raedio to Color Creative, she has joined forces with rising diverse talent across entertainment including film, television, music, and podcasting. In February 2024, Rae announced an upcoming project that is set to create even more opportunities for creators. As previously shared by AFROTECH, she revealed that she has secured investors for a new studio. "We have the investors; it’s just about locking in on that land," Rae said during an interview with TIME.
"When I tell you we’re ready, we’re ready. …I have my little stake in this limited plot of land, and I’m gonna make sure that I bring in as many people to live on it as possible. So until we run out of opportunities, they’ll be good."
Commentaires