University of Southern California Dissertations and Theses

Awkward Is the New Black

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Awkward Is the New Black

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Content

AWKWARD IS THE NEW BLACK

by

Dylan-Wade Valley

_______________________________________________

A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
SPECIALIZED JOURNALISM (THE ARTS)

August 2014

Copyright 2014 Dylan-Wade Valley

2

ACKNOWLEDGEMENTS
Thank you to Erna Smith, Shana Redmond and Tim Page for their guidance, help and
wisdom.

3

TABLE OF CONTENTS

Acknowledgments…………………………………………2

Abstract………………………………………………………...4

Script…………………………………………………………….5

Bibliography………………………………………………..21

4

ABSTRACT
Awkward Is the New Black is a short documentary film about the highly popular
comedy web series The Misadventures of Awkward Black Girl and its creator and star,
Issa Rae. Awkward Black Girl, as it is more commonly known, was a huge hit on
Youtube and catapulted Rae from being an unknown film graduate to being one of the
most important independent filmmakers of her generation. The project will aim to
explore not only Rae’s creative process and means of gathering an audience, but will also
explore the partially uncharted terrain of using new media and online platforms to
‘kickstart’ a career in filmmaking. The film will explore the avenues that new media is
opening up for Black filmmakers and writers who might have not had a platform for their
work otherwise. Rae herself is in the middle of a shift from being an online content
producer to doing traditional film and television work.
We are in the middle of a shift in media consumption. With the democratization
of media creation and distribution through inexpensive high definition cameras and
platforms like Youtube, filmmakers are changing the way they create work. Issa Rae was
able to turn an idea with no funding into a landmark series. She cultivated a small niche
audience into a loyal fan base and used ‘crowd funding’ platforms such as Kickstarter to
fund two seasons of Awkward Black Girl.
Rae also used social media for feedback and refined the show based on
constructive criticism and suggestions that were provided by fans of the show. This is a
departure from the traditional one-directional flow of content creation, and points to a
future where media consumption could be more of a conversation between the creators
and the audience. Awkward Black Girl struck a chord with a middle class Black audience
(amongst others) in America who had felt that they were underrepresented on television.
This is the power of new media: the possibility of creating a channel for your work where
previously there was none.

5

VIDEO AUDIO

A young woman walks into a
shot of a laptop resting on
top of a desk. She sits down,
opens the laptop, and we cut
to a close-up of her hands as
she types. We cut to her
point of view as she watches
the title screen of the web
series ‘The Misadventures of
Awkward Black Girl.’

ARCHIVAL: The introduction
sequence to the first episode
of Awkward Black Girl. Issa
Rae’s character “J” looks
into the mirror

INTERVIEW: ISSA RAE

INTERVIEW: LYMAN JOHNSON

INTERVIEW: SHANA REDMOND

INTERVIEW: THEMBI FORD

INTERVIEW: SUJATA DAY

“J” V/O
My name is J, and I’m awkward
and black. Someone once told
me those were two of the
worst things anyone could be.

ISSA RAE
Awkward Black Girl is a web
series about a girl who
uncomfortably navigates life,
love and her job.

LYMAN JOHNSON
I mean it’s a hell of a show.

SHANA REDMOND
It really destabilizes what
people think they know about
blackness.

THEMBI FORD
A little bit unconventional
as far as stereotypes of
black women are concerned.

SUJATA DAY
It's just this new wave of
diversity taking over the
web.

6

VIDEO AUDIO

INTERVIEW: SARAH HALEY

INTERVIEW: ISSA RAE

TITLE CARD: Awkward is The
New Black

ESTABLISHING SHOTS: Leimert
Park Los Angeles and exterior
of Papillion Gallery,
location of Issa Rae
Productions’ 90s Party.

Wides and Close-ups of people
dancing at the party

Close-up of Issa Rae holding
a microphone.

INTERVIEW: ISSA RAE

SARAH HALEY
And it’s just really funny,
so that helps.

ISSA RAE
It’s about the mundane social
experiences we all have.

MUSIC: “Booty Shawts” by The
Doublemints

ISSA V/O
My name is Issa Rae, and I’m
a producer, writer director
of web content, and I’m
mostly known for my web
series The Misadventures of
Awkward Black Girl.

I graduated from Stanford. I
studied African American
studies and political
science, I was heavy into
directing and producing plays
in school and then I made my
first web series in my senior
year.

7

VIDEO AUDIO

INTERVIEW: ISSA RAE

ARCHIVAL: Awkward Black Girl
Season 2 Episode 4. Issa
Rae’s character J is working
in a clothing store in a
dream sequence. A woman with
a young girl approaches her.

INTERVIEW: ISSA RAE

ISSA
I eventually moved back to LA
and started doing all these
odd jobs and started
establishing myself as a
videographer and editor, and
tried to get work that way,
and hopefully, in my mind by
filming weddings and high
school talent shows, I’d be
discovered by a film director
who’d be like “Wow you really
filmed that wedding nicely.”
But that wasn’t the case.

WOMAN
J? Oh my God that is you! I
haven’t see you since …
J
College…
WOMAN
(To girl) This is where
people who major in African
American Studies end up
sweetie.

ISSA
I started a black film blog,
I was really into film, I
still am. The same types of
black movies were coming out
with the same type of humor,
it was frustrating and I was
voicing that on my blog. I
remember one comment was
like, “you complain so much,
why don’t you make
something.” And I was like
“Oh… OK… I will.”

8

VIDEO AUDIO

ARCHIVAL: First ‘Awkward
Black Girl’ shoot.
Establishing shot of an LA
street. Close-up of Issa in a
car behind the wheel.

INTERVIEW: DEVIN DANIELLE

ARCHIVAL: Episode one of
‘Awkward Black Girl.’ Issa’s
character J drives down the
road singing along to an
explicit rap song. A nerdy
man (The character “A”)pulls
up next to her car and tries
to get her attention. She
pretends not to see him until
he is unavoidable at a stop
sign.

ISSA
Is it focused? I can probably
put it on auto-focus at this
point, too.
DEVIN
Look this is the view I have
of you. Do you want the view
of your radio too?
ISSA
No, I just want to start with
the radio and me turning the
song up.

DEVIN
Basically she just asked me
if I could help her film
something. She didn’t have
anyone to shoot it for her.
And I was like “OK! Just tell
me what to do!” And she told
me what to do. I can’t
remember what the heck to do
now, but she was just like,
do this to zoom in, do that
to zoom out. I had no film
experience. We shot for
hours, but it was fun.

J(V/O)
Awkward moment… what’s the
protocol for repeatedly
running into someone at a
stop sign?

9

VIDEO AUDIO

INTERVIEW: DEVIN DANIELLE

ARCHIVAL: Episode one of
‘Awkward Black Girl.
A repeatedly tries to catch
J’s attention from his car
while she pretends to be on a
phone call while driving.

INTERVIEW: SUJATA DAY

A
J, I missed you!
J
Oh, my God, I totally didn’t
see you!
A
It’s been so long!
J
I know, right?
J (V/O)
No seriously. What the fuck
is it.
J
I guess I’ll see you at work!

DEVIN
The first episode was just
about avoiding someone that
you know, but you don’t want
them to see you, and it’s
something that definitely
happens…

J
There’s only so long can I
hold a fake conversation.

SUJATA
One of the first scenes that
I shot was the hallway scene
in episode three. Where we
just go by each other and
we’re like aah, awkward, and
that scene was really funny
for me to shoot because I
showed up at her dad’s
office, and I believe her
brother was filming it.

10

VIDEO AUDIO

ARCHIVAL: Episode two of
‘Awkward Black Girl.’ J walks
into her office hallway and a
coworker appears on the other
end.

Dream sequence of interaction
in the hallway.

INTERVIEW: SUJATA DAY

ARCHIVAL: Episode two of
‘Awkward Black Girl.’ J walks
into her office hallway again
and the previous scene
repeats itself, even more
uncomfortable than the first
time.

Her coworker runs up to a
wall to read a poster. J
walks up to her and begins to
smile.

J (V/O)
Long hallways are the epitome
of discomfort. I’ve already
said hi to this woman, what
other interaction could we
possibly have?

J
It’s a really nice day! Whoo!
CECE
Are you following me?
J
No…

SUJATA
It took a total of 20 minutes
and I left there thinking:
“What did I just get myself
into?” I was just like,
“Okay, I’ll just chop that up
as an acting exercise!” I
was thinking it’s not gonna
go anywhere.

J (V/O)
Does this girl live in the
hallway? Why am I so
uncomfortable? What’s my
issue? Is it just me? Can
other people tell?

J
Oh my God! You’re Awkward!
CECE
I know!

11

VIDEO AUDIO

INTERVIEW: SHANA REDMOND

ARCHIVAL: Episode five of
‘Awkward Black Girl.’ J in a
dream sequence, dancing at a
party.

INTERVIEW: SUJATA DAY

ARCHIVAL: Episode five of
‘Awkward Black Girl.’ Sujata
Day’s character Cece looking
irritated with a singing co-
worker in her workplace

INTERVIEW: SARAH HALEY

SHANA
She has this character that’s
built from awkwardness. And
we’re so unaccustomed to
seeing black folks as
anything other than the life
of the party, or the dancer
the extrovert. And she’s
really bringing some
complicated narratives to
bear on those types of
representations.

SUJATA
So basically before ‘Awkward
Black Girl’ I was going in
for a lot of auditions where
I had to do the accent, and I
was also coming in for very
stereotypical Muslim roles.
Like, they would have me wear
a burka in the audition. And
I was like “Okay, this is
weird, but whatever, I’ll do
it.”

CECE
Hey can you turn it down a
little bit?
NINA
This is America, Cece. If you
want to listen to Muslim
chants here, use headphones.
CECE
I’m not even Muslim!

SARAH
It actually highlighted the
lack of independent
representation, in mass media
at least.

12

VIDEO AUDIO

INTERVIEW: THEMBI FORD

TRANSITION: FADE to full
screen of television static.

A young woman with an afro
sits at her laptop. We cut to
her point of view, watching
clips of 90s television on
Youtube.

INTERVIEW: ISSA RAE

ARCHIVAL: Season Two, Episode
Five of ‘Awkward Black Girl.’

THEMBI
There’s definitely a dearth
of … well firstly there’s a
dearth of anything featuring
people who are not white so
that’s number one just from
the gate. Something that’s
intelligent, scripted fun,
there’s not a lot of it.
There’s not a lot of it on
TV.

ISSA
I always go back to the 90s
as this era where you had a
vast spectrum of the types of
black people on television.
You had Sinclair from Living
Single, Freddie from A
Different World…
My definition of Awkward
Black Girl also applies to
the fact that I’m not in the
media. I’m not what’s popular
in Real Housewives of Atlanta
or Love and Hip Hop, or
Flavor of Love. I was awkward
based on that. What they
portrayed a black woman to
be.

CECE
Look J, I didn’t want to take
it here, but this isn’t about
you. It’s for the sistas.
J
Whose sisters?
CECE
The sistas, J!

13

VIDEO AUDIO

INTERVIEW: SHANA REDMOND

INTERVIEW: ISSA RAE

SHANA
What made her in part
distinct is that she was
really capitalizing on a
relatively new technology and
platform to build her brand
and a name for herself and
her work. So she was not only
doing the work of continuing
to invent the role of black
woman producer, writer,
actor, star but then she was
also helping to usher in this
new technology…

ISSA
It started with Facebook, and
I added all friends. When
they opened it up to the
world I was like “Oh my gosh!
I’m going to add all the
Senegalese people. There are
only three last names. All I
have to do is type all the
last names, and you know
whatever. So that was a
community. I created an
African community and we
would share stuff with each
other.
Three shows down the line
when I launched Awkward Black
Girl, I had accumulated a fan
base from the other two
shows, and really learned
from my mistakes, learned
what people wanted to see, I
studied my analytics, and by
the time that show was put
out, there was an audience.
It wasn’t huge anything but
it was enough for them to
share with their friends, and
then they would share it with
their friends…

14

VIDEO AUDIO

INTERVIEW: DEVIN DANIELLE

INTERVIEW: LYMAN JOHNSON

INTERVIEW: LYMAN JOHNSON

DEVIN
When she put that first
episode out, I don’t think we
knew how many people would
like it. But a lot of people
just jumped on it and it just
blew up!

LYMAN
Originally my character only
supposed to be around for a
couple episodes.

WHITE JAY
I’m Jay

J
So am I! That’s so…

WHITE JAY
So dy-no-mite!

J
Um?

WHITE JAY
Okay, so like you’re J and
I’m Jay. So that’s Jay Jay.
So you know “Dy-no-mite!”
It’s Good Times.

LYMAN

This wouldn’t have been
possible a few years ago. The
response to the character of
White Jay was so intense that
they rewrote the script and
changed the trajectory of the
love story. Which is
something that I don’t think
would ever have been
possible.

15

VIDEO AUDIO

INTERVIEW: DEVIN DANIELLE

INTERVIEW: LYMAN JOHNSON

INTERVIEW: ISSA RAE

TEXT CARDS:
Issa and her friend, producer
Tracey Oliver embarked on a
Kickstarter campaign with the
goal of raising $30,000 to
complete Season 1.

Through the support and
donations of fans, they
raised $56,000

After the success of Season
1, Pharrell Williams’ Youtube
Channel ‘I am Other’
approached Issa and offered
to finance Season 2.

ARCHIVAL: Promo video for
Season 2 of ‘Awkward Black
Girl.’ Issa sits in her
bedroom and raps celebratory
lyrics about getting signed
for Season 2. Unawares to
her, Pharrell walks into the
room.

DEVIN
And from there it was like a
domino effect with the
episodes. People wanted more
and she just kept going with
it.

LYMAN
It went viral!

ISSA
The fan base pretty much
built itself for that show in
particular.

MUSIC: “Take My Panties Off”
by The Doublemints

ISSA
(Rapping) I’m awkward, and
black. Doubt it? It’s a fact!
Ain’t with me? Your bad.
Season 2. I am Other, mother
fucker!

PHARRELL
What was that?

16

VIDEO AUDIO

MONTAGE: Issa’s career takes
off. She talks on a panel in
Washington DC, appears on a
talk show and takes a picture
with a fan.

INTERVIEW: SHANA REDMOND

INTERVIEW: THEMBI FORD

TEXT CARDS:
The final episode of ‘Awkward
Black Girl’ was uploaded to
Youtube in February 2013.

One year later, Google
invited Issa and the cast to
host a ‘Hangout’ online.

SHANA
I think she’s really sparked
something for people, not
that she’s the first, but she
is an early pioneer. Even
since ABG took off, she has
helped to produce other spin
offs.

THEMBI
People are starting web
series all the time. And one
thing ‘Awkward Black Girl’
did was bring attention to
the fact that people will
watch stuff if they like it.
It doesn’t have to be some
light skinned girl, it
doesn’t have to be someone
who’s already famous, there’s
talent out there.

17

VIDEO AUDIO

ARCHIVAL: ‘Google Hangout’
webcam footage. Issa, Lyman
and Sujata are present in the
‘Hangout.’

Tristen J. Winger who plays
Baby Voice Darius joins the
session.

Fahad Saud who plays Amir
joins the session.

ISSA
I think we’re live, guys!

SUJATA
Oooh!

ISSA
Hey!

SUJATA
Hey!

LYMAN
Hey!

ISSA
Look who it is!

TRISTEN
I made it! Oh it’s Fahad!

FAHAD
Hello, hello, I apologize
guys. Google hates me. I
think Google is racist.

ISSA
(Laughs) Against Arabs? Or
against Armenians?

FAHAD
Against Armenians. Today I
feel like a Latin… call me
“Fahandre.”

18

VIDEO AUDIO

ARCHIVAL: ‘Google Hangout’
webcam footage.

ISSA
So the question that has 37
‘plus ones’ is “When does the
show come back?”

SUJATA
Only you can answer that
Issa!

LYMAN
We’re gonna need another 60
pluses on that.

LYMAN
Can I chime in here?

ISSA
Chime in!

LYMAN
I literally thought when I
first got the scheduling
request to hold this thing, I
thought it was going to be a
meeting about bringing the
show back. Yeah, you got my
hopes up on that. So count
that to be 38 pluses on that
question.

TRISTEN
Me too.

ISSA RAE
Are you serious? So if we
were going to bring back the
show next week, you would all
be down?

SUJATA
Dude, I’m down!

19

VIDEO AUDIO

INTERVIEW: LYMAN JOHNSON

INTERVIEW: ISSA RAE

ARCHIVAL: ‘Google Hangout’
webcam footage

TRISTEN
Yep!

LYMAN
Whenever Issa does anything
online, there are always
requests for more ‘Awkward
Black Girl.’ “Stop, whatever
it is you’re doing, it’s
great but stop it. Do some
more Awkward Black Girl.”

ISSA
Now it’s beyond me. Now
people are talking about it,
there are not even episodes
out, but people are still
talking about it and claiming
it as their identity, and I
love that.

FAHAD
In almost every country,
someone, people from Sweden,
people from Germany, people
from the UK, people from
Saudi Arabia, people from
Jordan, Egypt, people are
coming up to me, Kenya,
Ghana, people recognize the
show.

20

VIDEO AUDIO

ARCHIVAL: ‘Google Hangout’
webcam footage.

TEXT CARDS:

Issa is currently producing
and distributing content from
other black filmmakers on her
Youtube channel.

She is also working on
raising funds for an ‘Awkward
Black Girl’ movie.

ARCHIVAL: ‘Google Hangout’
webcam footage.

CREDITS

FAHAD
It’s such a blessing to be
part of this and what I’m
afraid of is by coming back
and if its not really right
and if Issa doesn’t really
feel it’s the best thing, I
just don’t want us to be
characters of ourselves and
kind of risk ruining
something so perfect. Because
it has impacted so many
people positively all over
the world.

ISSA
You said that!

ISSA
“Just watch this space,” is
all I can say.

MUSIC:‘Booty Shawts’ by the
Doublemints

21

BIBLIOGRAPHY

1. “An
In-‐Depth
Look
at
the
Cast
and
Characters
of
Awkward
Black
Girl,”

YouTube
video,
54:31,
posted
by
“Issa
Rae,”
February
20,
2014,

https://www.youtube.com/watch?v=7h989cNDb-‐Q

2. “Awkward
Black
Girl
Season
2
–
Trailer.”
YouTube
video,
2:31,
posted
by

“iamOTHER,”
May
25,
2012,

https://www.youtube.com/watch?v=vEcsam8zonc

3. Danielle,
Devin.
Interview
by
Dylan-‐Wade
Valley.
Video
Recording.
Los

Angeles,
June
7,
2014

4. Day,
Sujata.
Interview
by
Dylan-‐Wade
Valley.
Video
Recording.
Los
Angeles,

February
6,
2014

5. Ford,
Thembi.
Interview
by
Dylan-‐Wade
Valley.
Video
Recording.
Los

Angeles,
March
14,
2014

6. Haley,
Sarah.
Interview
by
Dylan-‐Wade
Valley.
Video
Recording.
Los
Angeles,

February
12,
2014

7. Johnson,
Lyman.
Interview
by
Dylan-‐Wade
Valley.
Video
Recording.
Los

Angeles,
February
28,
2014

8. Rae,
Issa.
Interview
by
Dylan-‐Wade
Valley.
Video
Recording.
Los
Angeles,

November
26,
2013

9. Redmond,
Shana.
Interview
by
Dylan-‐Wade
Valley.
Video
Recording.
Los

Angeles,
February
12,
2014

10. “The
Stop
Sign,”
an
episode
of
The
Misadventures
of
Awkward
Black
Girl.

YouTube
video,
3:41,
posted
by
“Issa
Rae,”
February
3,
2011

11. “The
Hallway,”
an
episode
of
The
Misadventures
of
Awkward
Black
Girl.

YouTube
video,
5:28,
posted
by
“Issa
Rae,”
April
7,
2011

12.
“The
Icebreaker,”
an
episode
of
The
Misadventures
of
Awkward
Black
Girl.

YouTube
video,
7:30,
posted
by
“Issa
Rae,”
May
5,
2011

13. “The
Search,”
an
episode
of
The
Misadventures
of
Awkward
Black
Girl.

YouTube
video,
10:55,
posted
by
“Issa
Rae,”
September
13,
2012

14. “The
Waiter,”
an
episode
of
The
Misadventures
of
Awkward
Black
Girl.

YouTube
video,
11:27,
posted
by
“Issa
Rae,”
November
15,
2012

15. “The
Dance,”
an
episode
of
The
Misadventures
of
Awkward
Black
Girl.

YouTube
video,
9:36,
posted
by
“Issa
Rae,”
June
2,
2011

Abstract (if available)

Abstract Awkward Is the New Black is a short documentary film about the highly popular comedy web series 'The Misadventures of Awkward Black Girl' and its creator and star, Issa Rae. 'Awkward Black Girl,' as it is more commonly known, was a huge hit on Youtube and catapulted Rae from being an unknown film graduate to being one of the most important independent filmmakers of her generation. The project will aim to explore not only Rae’s creative process and means of gathering an audience, but will also explore the partially uncharted terrain of using new media and online platforms to ‘kickstart’ a career in filmmaking. The film will explore the avenues that new media is opening up for Black filmmakers and writers who might have not had a platform for their work otherwise. Rae herself is in the middle of a shift from being an online content producer to doing traditional film and television work. ❧ We are in the middle of a shift in media consumption. With the democratization of media creation and distribution through inexpensive high definition cameras and platforms like Youtube, filmmakers are changing the way they create work. Issa Rae was able to turn an idea with no funding into a landmark series. She cultivated a small niche audience into a loyal fan base and used ‘crowd funding’ platforms such as Kickstarter to fund two seasons of 'Awkward Black Girl.' ❧ Rae also used social media for feedback and refined the show based on constructive criticism and suggestions that were provided by fans of the show. This is a departure from the traditional one‐directional flow of content creation, and points to a future where media consumption could be more of a conversation between the creators and the audience. 'Awkward Black Girl' struck a chord with a middle class Black audience (amongst others) in America who had felt that they were underrepresented on television. This is the power of new media: the possibility of creating a channel for your work where previously there was none.

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Asset Metadata

Creator Valley, Dylan-Wade (author)

Core Title Awkward Is the New Black

Contributor Electronically uploaded by the author (provenance)

School Annenberg School for Communication

Degree Master of Arts

Degree Program Specialized Journalism (The Arts)

Publication Date 08/21/2014

Defense Date 06/24/2014

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag African American,crowd funding,digital,filmmaking,Issa Rae,new media,OAI-PMH Harvest,pop culture,television

Format application/pdf (imt)

Language English

Advisor Smith, Erna R. (committee chair), Page, Tim (committee member), Redmond, Shana L. (committee member)

Creator Email dylanvalley@gmail.com,dylizzle@gmail.com

Permanent Link (DOI) https://doi.org/10.25549/usctheses-c3-462471

Unique identifier UC11287868

Identifier etd-ValleyDyla-2839.pdf (filename),usctheses-c3-462471 (legacy record id)

Legacy Identifier etd-ValleyDyla-2839.pdf

Dmrecord 462471

Document Type Thesis

Format application/pdf (imt)

Rights Valley, Dylan-Wade

Type texts

Source University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Access Conditions The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the a...

Repository Name University of Southern California Digital Library

Repository Location USC Digital Library, University of Southern California, University Park Campus MC 2810, 3434 South Grand Avenue, 2nd Floor, Los Angeles, California 90089-2810, USA