Velvet Hammer links with Issa Rae’s Hoorae Film & TV to develop unscripted projects

Velvet Hammer Media’s Jennifer O’Connell (left) and Rebecca Quinn

Velvet Hammer Media (VHM), the US unscripted company launched last year by former Max execs Jennifer O’Connell and Rebecca Quinn, has struck a development partnership with US actor and writer Issa Rae’s production company Hoorae Film & TV.

Through the partnership, the companies will develop unscripted projects across genres such as dating, competition and social experiments.

Rae, who is the co-creator and star of HBO’s comedy-drama Insecure, and Hoorae’s president of film and TV Montrel McKay previously worked with O’Connell and Quinn on two Max series, Sweet Life: Los Angeles and Project Greenlight.

Since launching a year ago, VHM has secured several greenlights including The Big Bakeover for The CW and Empty Nest Refresh for Roku and also has projects in development with Netflix, Hulu, NBCUniversal and the main NBC network. In addition, US media giant Endeavor made a minority investment in the business last summer.

Meanwhile, Hoorae, which was formerly known as Issa Rae Productions until it was rebranded in 2020, has produced titles such as The Mis-Adventures of Awkward Black Girl, Insecure, A Black Lady Sketch Show, Sweet Life and Rap Sh!t.

“We have such a successful history and great working relationship with Issa, Montrel and Nichole, and everyone at Hoorae. That backdrop definitely set the stage, but it’s our collective love for messy, gripping high-stakes reality shows that sealed the deal on this new partnership,” said O’Connell and Quinn.

McKay added: “Our shared vision and commitment to impactful storytelling make this partnership with VHM a perfect match. We look forward to pushing boundaries, exploring new narratives and delivering content that reflects our world and captivates, inspires and resonates with audiences.”