Endemol Shine Beyond has launched a local version of talent network Icon in Asia, positioning it as the most prestigious digital lifestyle network of its kind in the region.
Led by US YouTube personality Michelle Phan, the line-up of talent includes Sichenmakeupholic from Thailand, Filipina Michelle Dy, Hongkonger Ross Kwan, Singapore’s Girl Who Cried Wolf and DMT Stylist from Australia.
The channel, which features fashion, travel, lifestyle and beauty content, will launch first on YouTube, then roll out on Facebook, Instagram and Snapchat. It will initially be produced in English, but Endemol Shine has plans to introduce other local languages.
The channel will be a mixture of local content and and material from Icon’s other platforms in the US, France, Germany and UK.
Christopher Smith, head of Endemol Shine Beyond Asia, said in a press release that Icon Asia “speaks to a millennial audience that is both digitally native and hungry for information.
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 (US / UK) Dailymotion, Roku, Pluto TV, multiple connected TV platforms and major social
media services Facebook, Twitter, Instagram, Snapchat, Pinterest and Tumblr.