Issa Rae Navigates Post-Strike Hollywood: Resilience, Strategic Ventures, and the Enduring Power of Storytelling

In the aftermath of the momentous SAG-AFTRA strike, which brought Hollywood to a standstill for months, acclaimed actress, writer, and producer Issa Rae has candidly opened up about the profound impact of this industry-wide disruption on her projects and future endeavors. Just a week after the union reached a tentative agreement, marking the end of the historic strike on November 9, Rae, 38, shared her insights with Marie Claire for their November 2023 “The Power Issue.” Her reflections paint a vivid picture of the challenges faced by creatives, the shifting dynamics of the entertainment business, and her proactive strategies to not only adapt but thrive in an uncertain landscape. Her conversation, published on November 14, offers a rare glimpse into the mind of a visionary artist determined to control her own narrative and destiny.

The Devastating Aftermath of the SAG-AFTRA Strike on Creators

The recent SAG-AFTRA strike, a pivotal moment in Hollywood history, cast a long shadow over the careers and projects of countless individuals, and Issa Rae was no exception. Known for her groundbreaking work on Insecure and her expanding media empire, Rae revealed the significant losses she incurred during the industrial action. “The strike was devastating,” she told Marie Claire, emphasizing the profound personal and professional toll. She disclosed that a project she had meticulously “been building for five years” was abruptly “gone,” a stark reminder of the fragile nature of long-term creative endeavors in an industry prone to disruption. This particular loss highlights the immense investment of time, passion, and resources that can be wiped away in moments of collective action or unforeseen circumstances. The cancellation of such a deeply invested project must have been a crushing blow, signaling not just a professional setback but also a significant emotional one.

Beyond her personal creative losses, Rae also shed light on the broader economic consequences within her own production company. “On the [entertainment] business side, we lost some employees. That really, really sucks,” she stated, conveying a palpable sense of empathy for those affected. This admission underscores the domino effect of large-scale strikes, where the disruption extends far beyond the major studios and networks, impacting independent production companies and their dedicated staff. The ripple effect of layoffs and halted productions created widespread economic hardship for many, transforming what began as a fight for fair wages and working conditions into a period of profound instability and anxiety across the industry. Rae’s acknowledgment of these losses reflects a shared sentiment among many in Hollywood who witnessed colleagues and friends grapple with unemployment and uncertainty.

Adapting to Hollywood’s Ever-Changing Dynamics: A Strategic Approach

Despite the setbacks, Issa Rae is not one to remain stagnant. Her interview revealed a proactive mindset, acknowledging that “this industry is changing so much” and a need to adapt to its evolving landscape. While she firmly stated that she is not “pivoting” away from her characteristic content, particularly projects that resonate with Black audiences, she is certainly making calculated adjustments. “For me it’s like, ‘Okay, but what now?’ I know that executives and networks aren’t going to be as receptive as they were to Black focused content,” she explained. This observation hints at a potential retrenchment within Hollywood, where the industry’s commitment to diversity and inclusion, which saw a boom in recent years, might face new challenges in a post-strike, economically tightened environment.

Rae’s response to this perceived shift is not one of retreat but of heightened strategic planning. “I’m not pivoting, but I’m just trying to be more strategic in terms of the stories that I tell and maximizing our impact.” This declaration is crucial for understanding her long-term vision. Being “strategic” in this context likely involves a multi-faceted approach: perhaps seeking alternative funding models, exploring international co-productions, leveraging digital platforms more effectively, or focusing on projects with broader universal appeal that still retain authentic cultural specificities. It could also mean doubling down on developing existing intellectual properties within her Hoorae Media company, ensuring a pipeline of compelling narratives that defy traditional industry gatekeepers. Her unwavering commitment to storytelling that reflects diverse experiences, combined with a pragmatic business acumen, positions her as a leader navigating the complexities of modern media while upholding her core artistic values.

Forecasting Uncertainty: A Quest for Control and Innovation

The conversation with Marie Claire also delved into Rae’s broader perspective on the future of Hollywood, which she describes as being in a state of “uncertainty.” Her foresight is not about what *will* be, but rather “what isn’t going to be.” This intriguing statement suggests a critical assessment of the traditional models and expectations within the industry. “There’s certain things that I want to take advantage of outside of the industry just because I feel like [the industry] doesn’t know what it wants to be, it’s in flux,” the Barbieactress elaborated. Her words reflect a growing sentiment among many creatives who feel that the established studio system is struggling to define its identity and direction amidst rapid technological advancements, changing consumption habits, and economic pressures.

A particularly striking comment from Rae was her observation that “there are no innovators anymore.” This bold statement could be interpreted in several ways: perhaps a lack of risk-taking from major studios, an aversion to truly original content, or a focus on existing franchises rather than fostering new voices and ideas. For someone like Issa Rae, who has built her career on innovation—from her web series “The Mis-Adventures of Awkward Black Girl” to “Insecure”—the absence of innovation in the broader industry presents both a challenge and an opportunity. It reinforces her desire to carve her own path and ensure her creative independence. “I want to be able to have control of my own destiny,” she affirmed, articulating a fundamental drive to maintain agency over her work and career trajectory, rather than being at the mercy of an unpredictable and often risk-averse system. This pursuit of control is a recurring theme for many successful entrepreneurs and artists seeking to build sustainable careers beyond the traditional Hollywood power structures.

Diversifying Her Empire: Entrepreneurial Ventures Beyond Entertainment

Issa Rae’s ambition to “have control of my own destiny” has naturally led her to explore avenues outside the conventional entertainment industry. These ventures are not mere side projects but integral components of her expanding entrepreneurial empire, demonstrating her acumen as a businesswoman. One such notable endeavor is her Prosecco line, Viarae Wines. The origin story of Viarae is as authentic as Rae herself, stemming from personal enjoyment and observation. “I started experimenting with cocktails made with prosecco—whiskey and prosecco, then vodka and prosecco—and people started drinking them,” the 38-year-old recounted. This organic process of discovery and sharing ultimately sparked the idea for her own brand.

Her motivation for launching Viarae Wines was rooted in a desire for quality and authenticity. “Then I was like, ‘Well, I’m giving them this one basic version, and if they’re going to try it because of me, I want it to be from me.’ This [brand] is something that is of me that I love; that I have made.” This statement perfectly encapsulates the spirit of many celebrity entrepreneurs who transition from endorsement deals to creating their own products. For Rae, Viarae is not just a commercial product; it’s an extension of her personal brand and taste, offering consumers a genuine piece of her lifestyle. This move into the beverage industry not only diversifies her revenue streams but also allows her to connect with her audience in a different, more personal way, further cementing her influence beyond the screen. The success of such ventures underscores her ability to leverage her celebrity into sustainable business models, a smart move in an unpredictable entertainment climate.

In addition to Viarae Wines, Issa Rae has also ventured into the beauty industry, co-founding a hair care line called Sienna Naturals with her sister-in-law. This venture speaks volumes about her commitment to serving her community and addressing needs that are often overlooked by mainstream brands. For Black women, hair care is often deeply personal and cultural, and Rae’s involvement ensures an authentic connection. She humorously affirmed her dedication to the brand by stating she proudly serves as its “guinea pig.” “I am proud to be the guinea pig. My hair hasn’t fallen out yet, so it’s been good,” she joked, before making a bold and endearing promise: “My hair will fall out before anybody else’s hair falls out—that’s the promise.” This playful yet earnest sentiment highlights her genuine belief in Sienna Naturals’ products and her willingness to personally vouch for their effectiveness and safety. By putting her own hair on the line, so to speak, Rae builds trust and demonstrates a deep commitment to quality for her consumers. This dual approach of creative storytelling and authentic entrepreneurship showcases Issa Rae as a multifaceted force, building an empire that mirrors her diverse passions and impactful vision.

The Unwavering Power and Passion for Storytelling

At the heart of Issa Rae’s extensive career and entrepreneurial pursuits lies an unwavering passion for storytelling. Despite all the industry shifts, personal losses, and new business ventures, her core identity remains that of a storyteller. “I’m a storyteller at the end of the day and if there is a story bursting out of me, somebody’s going to hear it,” the star declared, affirming her intrinsic drive to create and share narratives. This statement speaks to the fundamental human need to connect through stories, a need that transcends the medium or platform. For Rae, storytelling is not merely a profession but an instinct, a force that propels her creative endeavors.

She acknowledges the privilege of her current position, stating, “I’m fortunate enough to be able to have a platform where they mostly can [hear my stories].” This platform, cultivated through years of hard work, from her early YouTube days to the success of “Insecure” and her Hoorae Media company, allows her to amplify voices and perspectives that might otherwise go unheard. It’s a testament to her journey and the impact she has made in opening doors for more diverse narratives in mainstream media. Furthermore, Rae expressed her enjoyment of the creative challenge inherent in her craft: “And I like the challenge of getting an audience invested in a story.” This reveals her dedication to crafting compelling narratives that resonate deeply with viewers, drawing them into worlds and characters that evoke empathy, thought, and engagement. Whether through television, film, or digital content, Issa Rae continues to harness the transformative power of storytelling, cementing her legacy as a formidable force dedicated to authentic representation and captivating narratives.

Issa Rae: A Luminary Defining Power in a New Era

Issa Rae’s insightful reflections in Marie Claire’s “The Power Issue” offer a comprehensive look at an artist and entrepreneur at the pinnacle of her influence, yet acutely aware of the industry’s volatile nature. Her candid discussion of the SAG-AFTRA strike’s devastating impact, coupled with her strategic outlook on Hollywood’s evolving landscape, positions her not just as a creator but as a thought leader. Rae’s proactive decision to diversify her portfolio with ventures like Viarae Wines and Sienna Naturals demonstrates a shrewd understanding of business and a powerful drive to control her own destiny, moving beyond the traditional confines of entertainment.

Ultimately, Issa Rae embodies the essence of “power” in the modern era: not just the power to create, but the power to adapt, to innovate, and to build an empire that reflects one’s values and vision. Her unwavering commitment to storytelling, particularly narratives that uplift and represent marginalized voices, remains the cornerstone of her multifaceted career. As the entertainment industry continues to navigate unprecedented changes, Rae stands as a beacon of resilience and strategic foresight, inspiring a generation of artists and entrepreneurs. Readers eager to delve deeper into her journey can find Marie Claire’s “The Power Issue” available on newsstands starting November 21.