Strategizing for Enduring Success in Hollywood's Industry, Issa Rae Constructs a Dominion
Rewritten Article:
On a sun-kissed September afternoon during New York Fashion Week, Isomaye (Issa) Rae, the actress and producer behind the hit show Insecure, sat on a rooftop, flaunting her latest creation: a 22-piece jewelry line, a collaborative effort with Cast, a San Francisco-based fine jewelry company. Dubbed 'Braeve,' this venture was a significant step into the entrepreneurial arena for Rae, providing a solid, tangible asset beyond her television and film career.
"Even with Insecure," the 40-year-old Rae admits, "I can't hold it. Others own it, and I'm only the voice behind it. Braeve, however, is something I can touch, wear, and personally represent."
Rae's journey in the world of entertainment has been anything but temporary. In 2011, she was a cash-strapped office temp worker who fostered the YouTube series, The Misadventures of Awkward Black Girl. With a crowdfunded budget of over $56,000 and Pharrell Williams' backing for its second season, Rae cemented her place in the industry with her characteristic humor. Her success continued when HBO greenlit her next venture, Insecure, which spanned five acclaimed seasons. This turn led to a $40 million, five-year agreement with Warner Bros. Discovery, including the development rights for Rae's film ideas.
Today, Rae remains one of Hollywood's most versatile personalities. Yet, she denounces the title of multi-hyphenate, preferring that of producer. "Producers do," she stated during the 2024 Our Website Power Women Summit.
Her spirit of production transcends her acting career. She has constructed a portfolio of enterprises, many branded with her unique sense of humor, such as Hoorae – her production company – Raedio – a music label – and Color Creative – a talent management firm – which she started in 2014.
Rae also became a co-owner of Sienna Naturals, a haircare brand co-founded by her sister-in-law, Hannah Diop, and set to debut in approximately 200 Sephora locations in 2025. She also collaborated with E.&J. Gallo Winery to launch a Prosecco label, Viarae. Additionally, she holds a stake in Hilltop Coffee, the South Los Angeles coffee chain, expanding its reach to Inglewood, Eagle Rock, and Downtown L.A.
Despite her expanding empire, Rae maintains her humble beginnings and stresses that her ventures took place organically:
"It happened without a master plan. These were projects we were already working on," she explains.
Mo Ivory, director of the Center for Entertainment, Sports, and IP Law at the Georgia State University College of Law, shares Ivory's belief in Rae's savviness. "While Issa might label herself as awkward, she is very astute and has kept strong creative control, even while seizing opportunities in Hollywood," Ivory these.
Rae's humor and resilience stem from those childhood dinners, where family members bonded over games like 'Don't Laugh and Smile.' These evenings served as a comedic workshop, laying the foundation for her versatile career.
Her high-school love of theater led her to Stanford, where she majored in African American studies, and ultimately, back to California to begin her Awkward Black Girl series. This journey has since catapulted her to collaborate with renowned artists like Keke Palmer and SZA.
Orji attributes Rae's success to her ability to find humor in the every day and her talent for discovering potential, even in lesser-known performers like herself.
Rae also recognizes that not all projects will yield success and believes in investing in those with the potential for longevity:
"One of Them Days with Keke Palmer and SZA took seven years to reach the screen, but we persevered, and its success paves the way for future collaborations."
Rae's ethos is to establish enduring brands, reflected in her choice of names like Hoorae (meaning 'Hooray') for her production company.
"This term celebrates achievements, but it also speaks to the notion that these brands can exist beyond me," Rae explains, embodying her commitment to creating opportunities for others.
Sources:
[1] Issa Rae's Color Creative Academy Teaches Diversity in Hollywood - Variety[2] Inside Issa Rae's Collaborative, Empowering Approach to Filmmaking - Variety[3] Issa Rae's Multifaceted Empire - Forbes
Issa Rae's jewelry collection with Cast, titled 'Braeve,' is a testament to her ventures beyond her acting career. This 22-piece line, showcased during New York Fashion Week, allows Rae to physically connect with her entrepreneurial endeavors.
In the world of entertainment, Issa Rae is more than just the voice behind 'Insecure.' Her net worth, estimated at $40 million, is a solid asset, thanks to her successful collaborations and ventures, like her music label Raedio and her production company Hoorae.
Yvonne Orji, a fellow entertainer, attributes Issa Rae's success to her ability to find humor in everyday situations and her talent for recognizing potential in lesser-known performers. This knack for discovering talent has led to collaborations with artists like Keke Palmer and SZA.
Issa Rae's casting choices for 'Insecure' have been praised, with critics commending her for showcasing diverse talent. Her co-star Yvonne Orji, for example, has also gained recognition for her role in the series.
