Endemol Beyond Signs Michele Phan and Her FAWN Lifestyle Network
In an intimate media preview before its first newfront, Endemol Beyond announced that it had signed a deal with YouTube beauty video star Michelle Phan (below) to grow her FAWN (For All Women Network) destination into a premium lifestyle network. Phan attended the event, saying that she was exciting to be part of the Endemol family and was looking forward to nurturing the next generation of talent. Endemol Beyond didn’t disclose the financial details.
“Today we are erecting a new vertical in the foundation of Endemol,” said co-chairman and co-CEO Charlie Corwin, adding that Endemol was transitioning from an old-media company to an all-media company.
Endemol Beyond, the digital video arm of TV production giant Endemol, was announced in November 2013. Created with a $40 million investment from its parent company, Endemol Beyond already has offices in the U.S., U.K., Germany, France, Italy, Brazil, and more.
“We’re not trying to do what the other MCNs do,” said Endemol Beyond president Will Keenan. “I think that’s a good thing.”
Describing Phan as “the first queen of YouTube,” Keenan said she would soon be the queen of global lifestyle. Building out FAWN will be Endemol Beyond’s only effort in the lifestyle category. “Once you have Michelle Phan and FAWN, there’s no need to do anything else in the lifestyle world,” he said, noting that building out FAWN could encompass other areas besides makeup and fashion.
Phan added that she sees FAWN as a global multi-channel network, not new media but simply media.
There are many different tools that media properties could use in online video campaigns, but first they need to be clear about their goals.