Michelle Phan's ICON network announces new shows, global expansion
LOS ANGELES -- Michelle Phan's ICON network knows how to celebrate an anniversary.
Endemol Beyond USA's digital lifestyle network, co-launched by Phan, said Tuesday it is expanding its programming offerings and its global presence after a successful first year in the digital ecosystem.
"It’s been an amazing first year," Phan told Mashable in an email interview. "Moving into year two, I think everyone involved looks forward to expanding on ICON's success and helping new creators build their brands as we expand across the globe."
You May Also Like
After having launched simultaneously in the U.S. and UK on March 31, 2015, ICON is now headed to multiple new global territories and across Asia in 2016, Mashable has learned (see the exclusive clip above).
Beginning this week, ICON will also roll out new programs including content from U.S. and UK creators such as Jamie Greenberg (Pretty Little Pranksters), Sonya Esman (Culture Chic) and Danielle Peazer (ICON UK).
Beauty Newbies -- which Mashable got a sneak peek at below -- will feature makeup virgins attempting to replicate top digital beauty tutorials.
Phan will also star in her own series where she explores Vietnam while posting video diaries.
Also coming to ICON: #LifeStyleGoals, which stars Promise Phan, Natalies Outlet and Sofia Styled; and 5 Uses, a series about what's in your kitchen pantry.
"Young millennial females are not just interested in one thing," Vivi Zigler, Endemol Shine North America's president of digital, brand and audience development, told Mashable. "That’s intuitive -- but when you stretch that creative muscle you realize how broad it is and how interested in a number of topics they [millennials] are."
The news of expansion comes as no surprise considering the already rapid growth of the network.
Phan attributes the popularity of the brand to the ICON creators authenticity.
"The ICON creators are just being themselves," Phan said. "That was the idea behind the network and the name - that everyone is an ICON - and our creators show their audiences how to be their best selves - through hacks, tutorials, and inspiring content. Everyone is always looking for tips and takeaways to make their lives easier and we're doing that through a lens of positivity and empowerment."
Since launching in March of 2015, the network has launched more than two dozen original series and introduced more than 25 different creators/talent under the ICON banner including Cassey Ho (Blogilates), Ann Le (AnneorShine), Charis Lincoln (CharismaStarTV) and Rae from The Raeviewer. Some, like Natalies Outlet, saw their viewership surge (a jump of about 48,139% from 23,543 monthly views to 11,356,830 current monthly views).
ICON studios also recently created three original series exclusively for Verizon’s go90 including: Culture Chic, Be Transformed and Everyday Guide.
At the end of last year, ICON launched successfully in France and more recently in Germany, where it debuted under the Flip-powered by ICON banner, which also included the network’s first linear broadcast deal.
"It's hard to believe it's only been a year," Zigler said. "It's been very eventful."
With such huge success across the board, Phan has become a trendsetter in the digital space as many YouTube stars follow her entrepreneurial footsteps.
Connor Franta, for example, launched his own lifestyle brand Common Culture, which features music, apparel and now coffee. He also has his own record label, Heard Well.
Even digital entertainment companies have noticed ICON's success. In January, Disney-owned Maker Studios announced it is teaming up with its star YouTube creator Felix Kjellberg, a.k.a. PewDiePie, to create a new network called Revelmode.
"It has been fun being a pioneer alongside Michelle," Zigler said. "It’s also really rewarding to work with all these different creative voices to bring new and different things out there. That’s been our creative mission."
Reporter's note: This post has been updated with quotes from a Mashable interview with Michelle Phan.
Have something to add to this story? Share it in the comments.
Saba was a Los Angeles-based reporter who covers all things digital entertainment, including YouTube, streaming services and digital influencers. Prior to that, she spent two years at the Los Angeles Times covering entertainment for the Calendar and Company Town sections. Saba grew up in Santa Monica and graduated from Boston University with a B.S. in journalism and B.A. in political science. When not reporting, she is usually binge watching shows online or looking for new coffee shops to frequent.
