How 'Hella Opinions' Is Redefining Black Media On Twitter
Sylvia Obell isn't a new name to many in the industry.
The North Carolina A&T and Columbia Journalism School graduate has held multiple stints at some of today's leading media outlets, including her current role as entertainment reporter for BuzzFeed News. While tasked with the constant work of reading, researching, and reporting today's biggest breaking news to the mainstream, Obell also has a responsibility to serve a demographic that is undeniably forgotten about consistently in media: Black people.
That's why Hella Opinions, an unapologetically Black show, initially started to recap the popular HBO show, Insecure, means so much to the journalist. "It provides a safe space for cultural references that don't have to be explained and codes that don't have to be switched," Sylvia told xoNecole. "We can talk freely like we would at a kickback among friends and occasionally break into songs from Sister Act 2 without judgment. That's a real thing that happened last week."
Read on to learn more about Hella Opinions and the dynamic team of Black creatives behind it:
How did you get into journalism and storytelling? Did you always know you wanted to tell other people's stories?
Writing was always my strong point in school, I enjoyed it but knew I didn't have the patience to be an author full-time. My love for pop culture magazines and Black magazines that told our stories led me to journalism. Being able to help someone find their story, and amplify it in a way that could inspire/inform/empower others was definitely the allure to me early on when I was just a local news reporter, and even then I would highlight a real-life Black woman doing something impactful in her community; that was at my first job at Essence in the "10 Things We're Talking About This Month" column.
How did 'Hella Opinions' come to be? What was the original thought process behind the show?
BuzzFeed News had gotten into original programming the year before with AM to DM and was accepting pitches. Our Entertainment News editor, Kovie Biakolo, pitched the idea of an Insecure aftershow for Twitter Live with me tied to it as the host. She felt like both the show and I understood the pulse of Black culture and the conversations Black millennials are having as a result of shows like it.
On my end, I had been guest hosting AM to DM over the past year and it had become clear to me and higher-ups like Shani Hilton and Cindy that I was good on-camera. I had been thinking of the right opportunity to do something outside of the morning show so the pitch from Kovie was perfect, and I jumped on immediately to help her develop the show. The "Men Are Trash" segment was one of my first ideas. The name of the show was actually one of the very first I came up with, but we pitched like 100 others before we ultimately came back around to it.
Now more than ever, we're seeing more Black creators create our own lanes and champion ourselves when mainstream media doesn't do it. How does 'Hella Opinions' add into that celebration and into the larger conversations we're having right now?
My favorite thing about Hella Opinions is that it provides a lane for Black media personalities and experts to come on a platform like BuzzFeed. It opens a lane for them to reach a people they may not have been reaching or flex muscles they hadn't been able to at their current job. There's so many talented black creatives in the city that deserve a chance to be seen on a mainstream platform, I'm happy that Hella is playing a small role in doing that. The result of having an intentionally curated Black-only panel is that the conversations are automatically genuine because we are the ones pushing, leading them on social media.
"The result of having an intentionally curated black-only panel is that the conversations are automatically genuine because we are the ones pushing/leading them on social media."
A lot of people don't know the time and resources it takes to produce and run a show. How do you balance a show and your 9-5, and what type of research and work does it require of you?
Yeah it's definitely a lot, but thankfully I have an amazing team made up entirely of Black women – something I can thank EP's Kovie and Tracey Eyers for because they made the hires and manage the staffing. The show's senior producer Donya Blaze really took the baton and ran with it when she came on for S2. We were working on re-developing the show from an Insecure aftershow to a nightly show with a Black culture lens and she gave it a script format that manages to do just that.
Together, with our new segment producer Diane Oswu (who truly gets my humor), Donya created segments like "Unpack It" where we have a deep conversation about issues pressing the Black community on and offline; "Black AF" trivia; "Preaching or Reaching" where we decide if selected tweets are doing the most or just enough; "First of All" which is basically our version of hot topics.
There is nothing else on Twitter right now like the show. What do you think has added to the show's success and the dialogue that it is having on Black media?
I think it's that there are so many great Black culture podcasts, but not many video shows that have the production quality that a company like BuzzFeed is able to provide. I love seeing our energy play out, the way we laugh, dap each other up, roll our eyes, make faces, sip tea (or in the case liquor) – those are things you miss on a podcast. Black people are also just beautiful AF and I love seeing us on camera every chance I get so I'm just happy to be able to provide one of those chances. There's also the way we incorporate Twitter, we also use tweets to drive the show's conversation because we want it to feel like an extension of the conversations we're all having on the platform.
What is missing in today's media? What is the show adding to our communities?
I'm not sure how many FUBU productions exist with this kind of budget but there's definitely not enough. This show is run by Black women behind the camera and on camera. All the major positions are filled by us. I've never had this much freedom over the kind of content I'm creating, it's something I want as many Black women to feel as possible. Give us all shows! Let us write and produce everything. Sometimes my guests catch themselves mid-conversation like, "Oh can I say that?" or "oh my bad I just said nigga" and I'm constantly reassuring everyone that they can be their unapologetic Black selves.
And these are folks who are not new to this media game. I can't wait 'til experiences like this are more common than not with us. The short of it is, what's missing from today's media is more Black women being given the reins to have fun on the job. I get to have fun with old and new friends week-to-week; that energy translates to those watching. At least that's my hope.
Instagram/ @sylviaobell
"What's missing from today's media is more Black women being given the reins to have fun on the job. I get to have fun with old and new friends week-to-week; that energy translates to those watching."
What's next for you and for Hella Opinions?
We've been really fortunate that BuzzFeed News has decided to continue to invest in this season enough for it to be about twice as long as the first. It would be great if brands could notice what we're doing and see this as a show they'd like to sponsor in some way; to pour back into us as we attempt to pour into our community. I told myself from day one, "This show will do for my career whatever it's supposed to do for my career."
If I put too much expectation or stress on it, I think it would show and also eat at me all the time. Digital media has taught me to only plan about 3-4 months ahead at a time because things change quickly and often. What I do know is that whether this show lasts a long time or not, hosting is something I'm good at and want to continue to do for as long as I can. And that's a sentence I would've been shocked to hear myself say this time last year.
For more Sylvia, follow her on Instagram @sylviaobell.
Originally published on January 9, 2019
Featured image courtesy of Sylvia Obell
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ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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My name is Yasmine Jameelah, and I’m a founder, journalist, freelance writer, and dog mama. Wellness is at the intersection of everything that I do.
Six years ago, I started a small wellness community on Instagram after embarking on a healing journey in my mid-twenties that I documented via a blog where I wrote about healing, therapy, celibacy, and growth after what felt like years of chaos. Six years later, that wellness community has blossomed into one of the largest online wellness platforms for Black women called Transparent Black Girl which has a reach of over five million Black women.
It still sounds crazy to say that aloud, to know that a 24-year-old girl planted the seeds of the life that this 30-year-old woman gets to live now.
While I was growing my company, because my love for writing was so strong, I went back to school and obtained my master's in journalism. I’ve worked as a freelance writer, an editor, and a frequent contributor to publications that I respect greatly, xoNecole being one of them! My journalism career has been a reflection of my passion and heart for wellness and the culture. My day-to-day is busy, but we manage to get it done, and on the days that I can’t, I give myself grace to do what I can with the time that I have.
My days consist of events, long walks with my dog, freelance pitching, and deciding what content creation and events will look like for my wellness collective, Transparent & Black.
Now, follow me on a random day in my life.
Morning
5:00 a.m.
My Goldendoodle keeps me on a schedule, so every morning, like clockwork, he wakes me up to use the bathroom and eat breakfast, at 5 a.m.! Am I usually over it first thing in the morning? 100%, but his being on a schedule challenges me to stick with mine and start the day on a productive note. He’s a wellness dog which means I feed him home-cooked meals and give him supplements daily to support his health, and he has a daily dental treat to keep his teeth healthy. Canine dental hygiene is imperative for a long life and a good smelling breath!
Today, I’m heading into the city, and I’ll be there almost all day, so when I’m gone that long, I take him to doggy daycare.
7:00 a.m.
Doggy daycare drop-off is filled with tons of barks, and my dog is practically jumping out of the car with excitement to see his friends. Now, some of y’all might be thinking, doggy daycare, sis, that’s too much for a dog! But it’s not, socialization is key for dogs, and so is keeping my house intact when I’m gone for long periods of time. Does he go daily? No, we aren’t rich (yet, we gotta manifest!), but when my dog is happy and experiencing play, and I’m happy attending events, I feel accomplished.
Having a pet is a serious responsibility, and I pride myself on knowing that I am invested in his mental and emotional health by encouraging his socialization with his friends.
7:30 a.m.
Headed to my local coffee shop to grab my go-to order. Iced coffee, a single shot of espresso, half and half, and 3 pumps of agave. Winter, spring, summer, fall, I am an iced coffee girl. I love it, especially after a workout where I’ve broken a sweat - nothing about having hot coffee after I’ve been sweating for over an hour feels good to me.
8:00 a.m.
Back home listening to Carlos King's commentary on YouTube in the shower (what can I say, commentary on reality TV drama relaxes me, don’t judge!) and prepping for the first stop on the agenda for today which is an event in the city. Without traffic, I’m about a 25-minute drive to Manhattan but it’s rush hour, so that 25 minutes is about 55 which means I have to head out soon so that I can arrive on time.
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9:00 a.m.
Headed to Manhattan for a Black History Month event with Meta, Peloton, and We The Culture. I wanted to take the train, but I ran out of time, so I hopped in an Uber because I didn’t want to be late, and I had my daily check-in with my best friend while I rode in the Uber. We talk daily and have since our early twenties to check in with each other. I'm grateful that while many aspects of my life have changed, this is still a constant. As we age, prioritizing our friendships for sure gets harder, but it’s not impossible in the least bit when both parties are invested.
9:30 a.m.
Emailing my editor from the car to ask for a deadline extension and sharing with her my ideas for pieces for the month! I’m grateful to have been on both sides of the journalism space. I’ve been a managing editor for years for publications, and I’ve also had the honor to work with managing editors, deputy editors, and editors-in-chief who have poured into me and understood how quickly my schedule can change, I’m honored at the magic we’re able to create together.
As a storyteller, from content that I share to my platform to pieces that I write, I’m having fun again in this season of my life, and I am loving it.
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10:00 a.m.
The event begins, and I can’t lie, when I host my own events, I’m not scared, but as a social anxiety girlie, events sometimes can be a little scary. I am naturally a very shy girl, but wellness events always feel like home to me. You don’t have to dress up; you can show up in workout gear because most of the time you’re experiencing some form of wellness and fitness even during the event. Moments into the panel discussion we experienced a seated meditation led by Peloton instructor Dr. Chelsea Jackson Roberts - talk about a way to kick the day off!
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The discussion hosted by Meta and Peleton touched on the importance of taking up space in industries and spaces where Black women and people are underrepresented, our self-care regimens, and We The Culture also shared how their work came to be. It was such a powerful event, and of course, we got the inside scoop on Peloton’s newest machines! I also spoke with some people (it’s important to me to always say hello to those who put on the event) and ended up sitting next to THE Pilates girl herself, Raven Ross. She was such a sweetheart, and we talked about our love for Pilates and the importance of community events like this.
Afternoon
2:00 p.m.
Leaving the event, I headed to Sephora to see if I could find Topicals' always sold-out Slick Salve, but to no avail, so I pulled out my phone and ordered it on their website as I walked back to the train station to head back home. I am a girl who loves to walk, so I’m always down for a long walk to the station and a walk back home when time permits, so that’s exactly what I did. I did about four miles just between walking back to Penn Station and walking back to my apartment once I got off the train!
4:30 p.m.
My phone started blowing up because the piece that Oprah Daily asked me to write was published for Black History Month, and my face was on Oprah’s website, AOL’s homepage, and the publication's Instagram page! My mama, aunties, cousins, dad, and everyone who has known me since I was a little girl were beyond proud and excited to see that and how far I’ve come.
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Evening / Night
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5:30 p.m.
I headed to my gym in my home (praise the Lord for apartment amenities) for a quick swim before I picked up my dog from daycare, and then I headed to the sauna and ran into a neighbor who is another successful Black woman killing it in her own right in the tech space. We chatted about life updates and the importance of taking time for our mental health and it felt good to ground myself with swimming. Much of my life has changed in the past few years, but swimming has remained a constant.
Whenever something amazing happens I soak it in and then immediately do what I can to ground myself to stay present, humble, grateful, and focused on what’s ahead.
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6:30 p.m.
It started raining badly and my anxiety is all over the place on the drive to pick up my dog but I practice some deep breathing and remind myself that I have had a calm day and it can end calm as well. I don’t need to rush there, I can drive at a pace that feels good to me. My mother calls to check on me because she sees the weather is terrible and asks me to let her know when I arrive safely.
7:00 p.m.
I arrived at doggy daycare, and the rain is calming down. Can y’all see why I take him?! They watch him all day! My dog is exhausted in the best way and ready to go home and sleep, and I can sit down and relax when we head back home.
9:00 p.m.
I’m back home, took a bath, ordered my favorite healthy Chinese takeout (beef and shrimp with broccoli, light sauce with brown rice), and I’m on the couch with a glass of sustainable wine from one of my favorite Black-owned brands, House of Brown watching Sistaswith a side of kimchi to enjoy with dinner. My candles are lit, I’m letting the highs of the day sit with me and stillness come over me as I prepare for bed.
10:30 p.m.
I took my dog out for a final walk, gave him his bedtime treat, and it’s lights out to prepare for another day.
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Featured image by courtesy