If launching her own beauty line and record label wasn’t enough, YouTube beauty guru Michelle Phan announced today that she’s partnering with Endemol Beyond USA for their new lifestyle network, ICON.
Phan will be the creative director for Endemol Beyond, which currently boasts 500 million monthly views via its multi-platforms: YouTube, Yahoo, AOL, Amazon Fire TV, among others. The 27-year old will mentor other online personalities while cultivating a streamlined vision for the network.
Endemol Beyond, under the Endemol Shine umbrella, currently boasts over 500 million monthly views with its Premium Channel Network available across more than 20 platforms. Endemol Shine is best known for producing shows like American Idol, The Real Housewives of Atlanta, Man v. Food and more.
“I am first a creator, but my ongoing objective is to leverage my personal success, to help mentor new and existing talent, and further help them achieve their goals,” said Phan in a media release. “Endemol Beyond shares this vision, and together, we will drive the future of original content for generations to come.”
ICON will include lifestyle shows that hit upon topics like beauty, fashion, wellness, DIY, food and human interest. Shows in the pipeline include Pretty Little Prankers, a beauty prank show,The FAQs, an advice show for the digital age, Skinside Out, a food show that teaches to “eat your way to better skin.”
Shows will star multiple YouTube personalities, including: Ann Le (AnneorShine), Cassey Ho (Blogilates), Promise Phan (Dope211) and Charis Lincoln (CharismaStarTV).
“I always had this spark to build a space, a community,” Phan says in one of ICON’s introduction videos. “A community for all of us. This community would be built on infinite possibilities with positive, uplifting stories. Where you can come to be your best self; where you can come to find friends you can lean on.”
Along with its reach on YouTube, ICON will be broadcast via outlets like Roku, Pluto TV, Facebook, Snapchat, Pinterest, Tumblr and Twitter, the latter of which the channel partnered up with to use its Periscope and video functionalities.
The network launched today stateside and in the UK and plans to roll out into other parts of Europe and Asia later this year.
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