Endemol & Michelle Phan to launch premium lifestyle network

MUMBAI: Endemol Shine Group, the newly launched global content creator, producer and distributor, and its Endemol Beyond Premium Content Network, have teamed with digital pioneer and entrepreneur Michelle Phan for the creation of ICON, the first worldwide Premium Lifestyle Network.


The ICON global vertical network launched in the US and the UK simultaneously on 1 April, with rollouts across Western Europe and Asia to follow in the summer and fall.


Creatively led by Phan, ICON and ICON UK, will now be the online global destination for the empowerment of viewers through inspirational premium content, conversation and community. ICON serves a multi-cultural demographic and features an extensive slate of original programming in beauty, fashion, wellness, DIY, food, human interest stories and travel.


The network features original new series and content from some of the hottest up-and-coming digital influencers and lifestyle experts that collectively come to ICON with more than 2.4 billion views on YouTube alone.


ICON is a global multi-platform network available across a wide variety of outlets, including YouTube, Dailymotion, Roku, Pluto TV, multiple connected TV platforms and major social media services Facebook, Twitter, Instagram, Snapchat, Pinterest and Tumblr.


ICON programming is also syndicated to premium digital distributors AOL and Scripps Networks Interactive's ULIVE Lifestyle Network. The ICON app will feature programming exclusives and is available for iOS and Android devices.


Phan said, “I’m thrilled to be partnering with Endemol Beyond. They are the fastest-growing premium content network in the world, and have demonstrated creative leadership across a wide range of lifestyle categories. 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. Endemol Beyond shares this vision, and together, we will drive the future of original content for generations to come.”


“Last year Endemol Shine successfully developed the world’s first premium content network with Endemol Beyond, which has given us the perfect foundation for the launch of ICON, the first global premium lifestyle network. With the creative vision of Michelle Phan, an extraordinary collection of lifestyle talent and the worldwide reach of Endemol Beyond, ICON is poised to make an immediate impact on the worldwide digital landscape,” said Endemol Shine North America co-chairmen and co-CEOs Charlie Corwin and Cris Abrego.


Endemol Beyond president Will Keenan added, “There is no one better with whom to partner on the world’s first online premium lifestyle network than Michelle Phan, who’s not only a successful entrepreneur and a creative visionary, but also an extraordinary human being. With Michelle, Jamie Greenberg, Sonya Esman, Kassie Isabella, Jessica Standley and all of the other great talent starring in ICON's new shows, we couldn’t ask for a stronger group of influencers and lifestyle experts to launch this pioneering new network. Just like Michelle herself, ICON is for dreamers and its possibilities are limitless.”


“By collaborating with Michelle Phan and some of the hottest new YouTube stars from both sides of the Atlantic, ICON is set to become a go-to destination for millennials across the full spectrum of beauty, lifestyle and fashion. This is the latest example of Endemol Beyond partnering with international talent to create a global entertainment brand that can be adapted in any market and on any platform,” added Endemol Beyond International managing director Georg Ramme.


In addition to Phan, other influential lifestyle talent premiering news series on the ICON network include YouTube stars Ann Le (AnneorShine), Cassey Ho (Blogilates), Promise Phan (Dope2111), beauty chameleon Charis Lincoln (CharismaStarTV), Anisa Noor and popular beauty vlogger Rae from The Raeviewer.


New ICON network talent includes Russian/Canadian digital superstar Sonya Esman (Classisinternal and thatsophiakid), Kassie Isabelle (Cloudy Apples), JkissaMakeup, and celebrity make-up artist Jamie Greenberg (JamieMakeupGreenberg), whose client list includes Kirsten Dunst, Lizzy Caplan, Kaley Cuoco and Rashida Jones.


Other featured talent in ICON’s U.S. and UK initial slate of premium content include dancer, model and Instagram sensation Danielle Peazer, beauty star Kaushal Beauty, whose recent makeup tutorial went viral with over 4.3 million views (and counting) and SunbeamsJess, whose unique personal style and stunning cinematography has attracted a loyal fanbase of super fans on the lookout for the latest trend news.


Original new series set to debut on ICON include: Pretty Little Pranksters, Trash to Fab, Fascinating Women, The FAQs, She’s Gotta Have It, Skinside Out, Everyday LUXE and Decade Beauty.


Phan is a digital pioneer, who trail-blazed her way in the world of fashion and beauty on YouTube. With a growing global community of over 7.5 million, her videos have been viewed more than one billion times, making her one of the most watched talents in the digital space.


On 7 May, Endemol Beyond will unveil additional ICON US and UK star talent and original content at the upcoming Digital Content Upfronts.

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