'Insecure' star Issa Rae is helping PepsiCo's LIFEWTR brand find the next Issa Rae


Less than a month after signing an eight-figure production deal with HBO’s dad or mum firm WarnerMedia, the 36-year-old actress and producer is partnering with PepsiCo’s bottled water brand LIFEWTR on its new “Life Unseen” marketing campaign to find and provides a platform to the next technology of various creatives.

The initiative, which launched on Wednesday, features a contest that can give 5 artists from the worlds of style, movie, music and visible arts an opportunity to be mentored by Rae and obtain considered one of 5 $10,000 test to fund their next artistic enterprise.

Rae stated she determined to take part in the effort as a result of it aligns with the mission of her personal manufacturing firm, Hoorae, which strives to find and provides a platform to storytellers from underrepresented backgrounds who Hollywood has usually neglected in the previous.

“I have so much admiration for LIFEWTR just because they’ve been championing diversity since they started as a company in 2017,” Rae advised NCS Business over the weekend. “To be able to shine a light on people across these various industries and give them a platform to showcase their work, and not only give them a platform, but pay them to commission their work, just felt like everything I want to do and more.”

PepsiC (PEP)stated the marketing campaign’s aim is to slender current demographic disparities in the arts by spotlighting undiscovered artists.

“When unseen artists are seen, it inspires the next generation of creatives by shining a light on the problem,” stated Zach Harris, vp of promoting for PepsiCo Beverages North America’s water portfolio. “It’s really giving hope and awareness for the next generation.”

Contest rivals should submit their artistic work on Instagram utilizing the hashtag #LifeUnseenContest. PepsiCo stated the 5 contest winners will probably be introduced a while throughout the summer time.

Rae stated she could also be trying to rent a few of the competing artists. She stated she already signed a take care of Atlanta recording artist Yung Baby Tate after LIFEWTR launched beforehand.

“She was the second artist we signed,” Rae stated. “I’d loosely been following her music. I just became an instant fan.”

Next month, LIFEWTR will showcase a group of recent creative labels for its water bottles that had been designed by 20 artists from various backgrounds who had been recognized and commissioned to do the work final yr. Some of the label designers – Shanée Benjamin, Christina Mallon, Gina Chavez and Anthony Blue Jr. – had been chosen to star in LIFEWTR’s new ad publicizing its Life Unseen marketing campaign. Yung Baby Tate did voice over work for the advert.

The likelihood to mentor various creatives is a full circle journey for Rae, who recalled the encouragement she felt after writing a letter pitching her first screenplay at the age of 16 to “Love & Basketball” screenwriter Gina Prince-Bythewood in 2001.

“She wrote me back not knowing who I was,” Rae stated. “I still have that email because it inspired me.”

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