Alright – so today we’ve got the honor of introducing you to Salena Rochester. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Salena, thanks for joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

I spent 12 years overseeing unscripted shows for Bravo, E! and Peacock. I started my career after taking a leap of faith in my mid-twenties. I walked away from a teaching position in one of the higher paid districts in the country to make a mere $12/hour as an NBCU page. I knew that I wanted to work in film and television. I grew up writing stories and was a student of film and television. As a kid, I studied how films were produced without knowing it. I assessed a director’s work and would often accurately predict who the future Hollywood star would be in my favorite teen shows and films. I was right about Christina Ricci, Gabrielle Union and Emma Stone to name a few. I had huge dreams and goals when I landed my first job in TV. Since that job was for an unscripted network and I started to rise among the corporate ladder from executive assistant to vice president, I didn’t know that my goals would be squashed by limited corporate beliefs.
I loved the shows I worked on and was proud to be a rising star at NBCU making hit reality shows. However, I’ve always had a deep yearning to fulfil my dreams of writing and producing critically acclaimed scripted film and tv. I tried in earnest as a network executive to create opportunities in the scripted world. Before I got to the VP level, I would apply to positions as a scripted exec but was turned away due to the assumption that unscripted execs can’t switch over unless they start over. I had worked too hard and for too long to go back to an assistant level so I stopped applying for scripted jobs and decided to create my own projects to prove that an unscripted exec can and will have creative success in both genres. I produced a short film called Butterfly Boxing starring Hill Harper and J. Alphonse that went on to win multiple awards on the film festival circuit. I quietly partnered with talented writers and helped develop film and tv shows on the side. I consistently pitched projects to networks and studios. When asked how I could get away with that as an exec whose ideas are technically owned by the network I worked for, my mantra was “don’t ask for permission, ask for forgiveness later.” My colleagues knew I was moonlighting as an scripted writer/producer but underestimated what I could achieve so I found myself asking for forgiveness a lot. I figured that if a project was sold or had major interest from a studio then I’d have to leave my cushy network job.

Things turned out slightly different. At the end of 2023, I was caught up in the current wave of the Hollywood contraction and left my position at NBCU. My close friends and family were shocked and scared for me. They asked what I would do after spending more than a decade growing my career as an executive. I confidently responded, “launch my production company.” Luckily, Purple Moon Pictures, LLC was already in the works. I had started the company when I realized that my scripted projects had some legs and I needed to make business moves through a proper LLC. When most executives who were tossed aside after giving everything to a network were mourning the end of a career, I seamlessly slid into my next endeavor- running and operating a full-service production company. PMP offers production services to filmmakers and studios who have the capital to produce a project but not the logistical capabilities. I saw that there was an emergence of SVOD companies like Tubi, Roku or even bigger studios acquiring films rather than footing the bill to produce them. Purple Moon Pictures will step in to provide payroll services, insurance, hiring and managing crew so that the creatives can see their vision come to life. Most companies stop at that but I have always dreamed and achieved big so my company also provides consultation services. I immediately took on consulting clients where I provided feedback on unscripted projects and helped create pitch decks and provided advice on how to stand out in a crowded marketplace. I also have scripted clients where I help flesh out their stories and enhance character development. I used my vast network of studio execs, agents, and talent to jump fully into producing and pitching my own scripted projects. Now that I am free of the network choke-hold, I can take on producing films without fear that I would be told to leave a project by HR. This newfound freedom has made me want to reject all industry norms on how to earn a living within Hollywood.

Purple Moon Pictures and I are defying the odds that a company and or content creator must stay in either the unscripted or scripted space. I went to film school with the intention of making a huge mark in Hollywood in all genres, so I run my company with that mission. While most studios look to production companies who focus on one specific genre whether it be competition series or true crime in unscripted or comedy vs drama in scripted, my unique background and skillset affords me the opportunity to produce all genres. I will make Purple Moon Pictures a household name synonymous with high quality entertaining content within both scripted and unscripted. It’s no secret that Hollywood is going through a major transition right now. The rise of streamers and the end of cable has caused a major shift in how viewers are seeking out content. Gone are the days of turning on HBO on a Sunday at 9pm to watch your favorite show. This next generation of will want their favorite shows when they want it. They’ll watch a wacky dating show and then switch over to a compelling drama all within the same streaming platform instead of mindlessly flipping channels. We have options as viewers so why not give ourselves the same options as content creators. My company will continue to grow and take on clients and projects in both scripted and unscripted despite current industry norms. I know this will position Purple Moon Pictures to become a leading film and TV production company in the new Hollywood landscape.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I am a Peabody Award winning producer and writer and have produced and developed some of TV’s biggest unscripted series- The Real Housewives of Atlanta & New York, ​Married To Medicine, Million Dollar Listing Los Angeles, Summer House: Martha’s Vineyard, Mathis Family Matters, Queen’s Court, Who Killed Robert Wone, and Peacock’s multi award-winning documentary The Rebellious Life of Mrs. Rosa Parks, among other hit spin-offs and specials. With more than a decade of television experience as a network executive, I’ve cultivated strong relationships within the creative and selling community as a buyer for Bravo, E!, USA, Oxygen, and Peacock. Some of my previous television experience includes producing programming for Weekend Today​, MSNBC’s Election Desk and CNBC’s ​Fast Money. I also have a strong passion for telling dynamic scripted stories. I write and produce film and television projects through my independent production company. Most recently producing a short film starring Hill Harper and J. Alphonse Nicholson and developing the feature film with an award-winning writer/director. I have contributed to publications as an entertainment writer and guest lectured at American University. I’m very proud of my work as a board member on Black Women Film Network as I enjoy mentoring aspiring filmmakers and content creators. This all couldn’t be possible without my Masters degree in Film & Television Production from American University and a B.A. in Political Science from Hampton University.

Currently, I am founder of full service production company called Purple Moon Pictures. I provide production services for independent films and tv shows as well as unscripted series. Essentially, I run all the logistics for a production and oversee everything from development to post-production. PMP also provides consultation for unscripted development such as creating pitch decks, helping to produce sizzle reels and securing pitch meetings with networks or bigger prod cos. In addition to that, I help with development of TV series and films by writing pilots, fleshing out characters, and providing feedback on story. I am in pre-production on queer sci-fi romantic short. I’m working on a budget for an upcoming satirical sci-fi film having to do AI in the beauty pageant world. I’m working on developing a pilot for an investor and hope to shop it in the upcoming year. I’m always meeting with networks or studios to develop film and tv projects.

I have a fun fanbase with my IG stories as I provide positive motivation and provide a peak into my life as a writer and producer in Hollywood. This started during the pandemic when I felt the need to comment and talk about how quickly society had changed. Since we were all isolated, I started talking to my camera and making observations on life. People would comment on my posts and it helped make the world feel so isolated. There have been times when I wanted to make less content but I alway hear from people that my messages, memes and thoughts do indeed help and motivate others. I’ve always prided myself on being a caretaker and wanting to bring peace and joy to others so this has been a surprising hobby that I’m not ready to let go. Tap in with my stories on @SalenaRoc!

What do you think is the goal or mission that drives your creative journey?

My late husband at the young age of 22 gave me a piece of advice that I carry with me everyday “you only have one life to live so you might as well live it happy.” Unfortunately, his life would end a short decade later after a battle with cancer. I hold onto that advice with everything I do. Working in this industry can bring so many challenges and sometimes you find yourself doing things that are far from passion projects. However, I am lucky enough to work on projects that I want to pursue and that gives me a sense of pride and fulfillment. I may not always have this opportunity and may go back to the corporate world to produce assigned content but for now I am truly enjoying my time as an independent content creator. If there’s ever a day where I’m just not happy pursuing a career in entertainment then I will walk away to chase what makes me happy.

How about pivoting – can you share the story of a time you’ve had to pivot?

I am currently at that point in my career where I have to pivot. The Hollywood contraction isn’t letting up. There were times when jobs in the unscripted field were plentiful. After the first writer’s strike, a boom occurred in reality tv and it became a huge part of tv programming. That hasn’t happened this time around so my unscripted colleagues are freaking out. Just like in the scripted world, we’re seeing a glut of shows. Female led ensemble casts, competition shows and dating shows are everywhere. Viewers don’t want new.. they want familiar which makes breaking an unknown cast or show 10x harder. Given the tightening of belts and studios producing less there aren’t as many opportunities to move within the industry. When I left the network, I could have given up and pursued another career path as a lot of my colleagues are doing but I’ve never been one to give up without a fight. I’ve pivoted and decided to hang up my cute corporate outfit and throw on a pair of show black jeans and get in the field to start producing films. Studios aren’t shelling out millions to fund a project that they hope will do well and instead are looking to acquire more content to put up on a streamer or svod. I’ve decided to look for more ways where I can secure capital to fully produce films and then sell it to a studio. I’ve also started to look towards the international market. Shows like Lupin or Squid Games have opened up more opportunities to find and make shows oversees where they’re cheaper but provide the same viewer benefits. A lot of people are running from Hollywood right now but we’re in a time of transition and I plan to ride the wave and get my company to the other side.

Contact Info:

• Website: https://www.purplemoonpictures.com
• Instagram: https://www.instagram.com/salenaroc/
• Linkedin: https://www.linkedin.com/in/salena-rochester/
• Twitter: https://x.com/salenaar?lang=en

Image Credits

Craig Stanely @craigstanleycreative on IG for the shot with my arms folded and black shirt