Issa Rae’s Vision for Black Storytelling Takes Center Stage at SXSW

Issa Rae, the trailblazing creator, producer, and entrepreneur, delivered an impassioned keynote at South by Southwest (SXSW), reflecting on the evolution of Black storytelling in Hollywood and her own journey from web series pioneer to industry powerhouse. In conversation with Jacqueline Coley, Awards Editor at Rotten Tomatoes, Rae offered candid insights into her career, the power of representation, and the challenges facing Black creatives in today’s entertainment landscape.

Rae, best known for her Peabody-winning HBO series Insecure, took the stage with her signature humor and unfiltered honesty. She was at SXSW to promote Seen & Heard, her new docuseries chronicling the history and impact of Black television. The project, she explained, was conceived to celebrate the cultural shifts that have empowered Black storytellers while acknowledging the systemic challenges that persist.

Championing Black Narratives

“We really just wanted to make a comprehensive, rich history of Black television,” Rae said, explaining the vision behind Seen & Heard. “Particularly during a moment where we were having such a renaissance in television for Black creators and storytellers.”

The series, produced in collaboration with executive Montrell McKay and director Giselle Bailey, features an array of industry icons, including Oprah Winfrey, Shonda Rhimes, Debbie Allen, and Tyler Perry. Rae noted that securing such influential voices was a mix of strategic outreach and industry credibility. “Lots of asking favors,” she admitted with a laugh. “But also, when people hear that there’s an HBO documentary, they know it’s real.”

A key theme of Seen & Heard is the troubling pattern of networks leveraging Black audiences to build their platforms, only to later abandon them. “Sometimes it sounds like a conspiracy,” Rae said, addressing the historical neglect of Black-led projects in Hollywood. “But when you have actual creators, showrunners, and writers detailing their experiences, it’s undeniable.”

The State of Black Television and Film

Rae expressed concerns about the recent industry backslide in diversity efforts, criticizing executives for their reluctance to take risks on original Black stories. “There’s such a huge fear about taking risks with original scripts,” she said. “We got into this industry because we were inspired by original stories, and now it just feels like it’s all about regurgitation.”

She also lamented the negative public perception of diversity initiatives, quipping, “The diversity initiative just needs a better publicist.” The audience responded with knowing laughter, underscoring the frustration many feel about Hollywood’s retreat from inclusivity.

From Awkward Black Girl to Industry Mogul

Reflecting on her journey, Rae spoke about her transition from self-funding her breakout web series The Misadventures of Awkward Black Girl to running HOORAE, a multifaceted media company. “I always had a lot of interests, but I didn’t know I could do it all,” she said. “Making content for the internet taught me that I could be a writer, director, marketer, and producer all at once.”

This entrepreneurial mindset led Rae to expand her reach beyond television. She co-owns Hilltop Coffee + Kitchen, supports Black creatives through ColorCreative, and is a partner in Sienna Naturals, a Black-owned vegan haircare brand. “I realized I didn’t have to do everything myself,” she said. “I could work with capable people and contribute my strengths without having to be in every role.”

Advocacy and Industry Disruptions

Rae has never shied away from calling out Hollywood’s shortcomings, and she doubled down on the importance of intentional collaboration. “Not all money is good money, and not all people are good people,” she said, emphasizing the importance of trusting her instincts when choosing projects and partners.

Her advocacy extends to supporting emerging artists. When asked about working with rising rapper Doechii on a Genius live session, Rae recounted how she enthusiastically joined the project. “I was minding my business, loving the album, and got a text asking if I’d be part of it,” she recalled. “I said yes before I even knew what it was.”

Inspiration and Legacy

Despite her industry success, Rae remains grounded in her mission to uplift Black voices. When asked how she stays true to the culture while scaling her work, she credited her family and community. “Every time I put pen to paper, I think about my friends and family. There are so many untapped stories in our culture that excite me.”

As she looked to the future, Rae hinted at the kinds of stories she’s eager to tell next. “I feel like I just finished a midlife crisis,” she joked. “There’s something about the ages of 37 to 42 where you feel an instinct to blow your life up or change careers entirely. That’s something I’d love to explore.”

For a generation of aspiring creators, Rae’s trajectory is proof that Black storytelling not only belongs in Hollywood but deserves to be championed at the highest levels. Her SXSW keynote served as a powerful reminder that while the industry may waver in its commitment to diversity, the drive to tell authentic Black stories remains unstoppable.

As the audience erupted in applause, it was clear that Rae’s impact—both on screen and behind the scenes—continues to be felt far and wide. “I just want to tell stories that resonate,” she said. “And if it inspires someone else to do the same, that’s the best legacy I could ask for.”