Star of the largest makeup guru channel on YouTube, Michelle Phan, inked an exclusive distribution and development deal with Endemol Beyond USA, indicating her foray into her very own MCN. Though financial details of the deal remain behind closed doors, it marks one of the biggest global partnerships between a YouTube talent and a major media company.
The deal entails Endemol Beyond USA continuing to expand and build the For All Women Network (with the clever acronym FAWN) with Phan, which will showcase beauty, of course, in addition to fashion, health, and other “lifestyle” topics. The partnership will also work towards creating broadcast and digital original content, with an aim towards finding more new talent from the younger generation through Phan’s mentorship.
President of Endemol Beyond USA,Will Keenan, described it as “adding a new layer to our digital and traditional media conversations…[while] introducing Michelle’s unique voice beyond digital while continuing to engage her millions of fans all over the world.”
Currently in the midst of a massive ad campaign and boasting over 6 million subscribers on YouTube, Michelle Phan started from humbler vlogging beginnings when she posted her first video on the platform in 2006. Back then, people weren’t making their careers off of YouTube, so the start of her beauty channel in 2007 seemed, at first, like nothing more than a hobby.
The Phan/Endemol pact comes after other significant deals Endemol Beyond USA made recently with online personalities, like MattyB, the 11-year-old YouTube rapper, and Vine creator Brittany Furlan. The company also has a deal with rapper Pitbull spanning both digital and broadcast media outlets.