Into It with Sam Sanders
Get the latest episodes Thursdays.
Save this article to read it later.
Find this story in your accountsSaved for Latersection.
I produce what I want to see on television.
I produce what interests me.
I produce for creators who I feel are talented, she says.
Read an excerpt of their conversation below, and check out the full episode ofInto Itwherever you get podcasts.
Then theres ColorCreative, which is a management company.
We were able to develop this show internally via Hoorae Film and TV.
The music-supervision side handled the music of the show, which was very, very prevalent in the show.
The ecosystem exists there; that is the best model for what we aim to do.
SS: Its giving meParkwood Entertainmentvibes.
When did you know you wanted to do it like that?IR: I didnt!
Ill take a Beyonce comparison any day of my life.
But for me, it was about particularity.
Can you talk about starting off in digital media withDorm DiariesandAwkward Black Girl?IR: Yeah!
In college, I was trying to break into the industry.
I had a writing partner, and we submitted scripts to Sundance.
We met with all these executives in L.A. to have a go at sell a film.
I know the audience!
So I paused school to go to New York Film Academy and hone my skills.
At the same time, social media was booming.
I would play around online, and I was one of those people who added everyone on Facebook.
(Awkward Black Girlwas my third web series in 2011.)
KS: So you were using it as a vehicle.IR: I was.
WithDorm Diaries,it was, College shows dont really work.
And I was like, ButFlight of the Conchordsexists!
Yall are not into them?
And withAwkward Black Girl, I was like, These other two shows were commercial.
You had an urban version ofFlight of the Conchords, and they dont want that.
Theyre definitely not going to want a show calledAwkward Black Girl.
And thats when I got calls.
KS: Which you had control of.IR: Which I was in control of.
But it was really intimidating.
I was like,Oh God, its up to me.
People are actually anticipating this.
There is a critical mass of Black women who are given the space to make what they want.
Because not every space in the industry is like that.IR: I have to credit the team.
You felt safe to create.
SS: Has your opinion of HBO changed at all in the last few months?
With the Discovery merger, some HBO Max shows were being pulled almostunder cover of night.
Now, I think data across the board is not yours.
Do ratings matter or do they not?
Do ratings matter right now?
Can I get access to it?
Am I writing to it?
Because in some ways, I understand that completely.
What are we gonna do?
We cant read them all!
But I understand, obviously.
Book money is different from TV money.
Im like, I dont feel like talking about it now!
Im on to the next one!
Of course, Hollywood was more into the spray-and-pray method.
I dont necessarily want that to change, but now its about, Will there be buyers for that?
or What kind of justifications will they have to not pick up this particular show?
I produce what I want to see on television.
I produce what interests me.
I produce for creators who I feel are talented.
KS: Which is what youre trying to create with this company.IR: Absolutely.
I was talking toChuck Lorre, and he was asking why the Instagram guy got so much money.
I said, Because he owned it.
He owned and controlled it, then he sold it.
This is you, but youre not starring in it; youre producing it.
I understood that there would be the pressure of This is her next project!
What does it mean?
And for me, it was very clear that I wanted it to be a fun show.
SS: I have a theory that that shit comes in waves.
I remember the 90s!
And then they dont.
Lets bet on Black until we dont!
Okay, were good now.
Thank you for your services!
I think were at Thank you for your services!
The next five years will be very telling.
Whats different now is that there is more autonomy for Black creators.
They own their own production companies and are hiring their own people.
Theyre execs and have a bit more say.
But it always comes down to the distribution.
KS: Where do you worry about the control?
KS: Its gotta be your lane.IR: I guess it does.
But when I think about Amazon making this service … TV started because they wanted to sell soap.
Amazon, Apple TV+, etc.
Youve gotten this reputation for finding talent that is nontraditional by industry standards.
I start with passion.
I see work ethic, and I see it clearly.
Ive never heard of them.
Where did you get them?
And theyre willing to take a chance on them, and Im very cognizant of that.
SS: To be able to do that, you have to be more than just the talent.
I found that there has been a laziness in the industry.
Can you tell me some of the people youve worked with who you recommend?
And I was like, Bitch, go find them like I did!
This interview has been edited and condensed.
