She aims to disrupt the traditional model of branded entertainment.
Acclaimed actress and entrepreneur Issa Rae is shaking up the branded entertainment landscape with her new company, Ensemble. According to the Ensemble website, the company positions itself as a “next-generation branded entertainment company” focused on “a diverse collective of talented and influential creators.”
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This focus on diversity isn’t just a tagline. Ensemble aims to address the underrepresentation of creators of color in brand partnerships, a problem highlighted by statistics showing 40% of U.S. consumers identify as multicultural, LinkedIn News reports.
“We want to go after media budgets. We don’t want to go after small allocations that are for diversity buys,” said Montrel McKay, a frequent collaborator of Rae’s, to Business Insider. This statement underscores Ensemble’s ambition to become a mainstream player in the branded entertainment industry, not just a niche solution.
Ensemble already boasts an impressive track record, having connected brands like Chili’s with TikTok star Leo Gonzalez and Popeye’s with NFL star Dallas Turner. The company leverages Rae’s expertise as a producer and founder of Hoorae Media to “thoughtfully curate” a network of creators while collaborating with brands, platforms, and publishers to produce high-quality content and activations. Ultimately, Ensemble’s mission extends beyond successful brand partnerships. As stated on their website, they strive “to make the creator economy more equitable for underrepresented creators”.
This focus on both business success and social impact positions Ensemble as a company to watch in the world of branded entertainment.
Cover photo: Issa Rae Announces Launch of New Company, ‘Ensemble,’ to Connect Brands with Diverse Creators / Credit: Brittanica