Victorious, a startup whose founders include former YouTube execs, announced the launch of its platform designed for YouTube creators to control their own direct relationships with fans.
The L.A.-based company is working with YouTubers including Michelle Phan, Shay Carl, Boyce Avenue and Ryan Higa. The Victorious platform is designed to create their own branded mobile apps to interact with fans.
'YouTube, Twitter, Instagram - they're amazing ways for audiences to become fans and discover content, but it's more of a broadcast-consumption relationship,' said Victorious CEO and co-founder Sam Rogoway. 'It's great to aggregate audiences on another platform, but you're renting that platform.'
With Victorious, each creator has 'their own ecosystem,' with the ability to decide what the app looks like, what content is on it and what features it includes. Victorious offers YouTubers a 'sliding scale of revenue share' agreements, Rogoway said.
Victorious has raised $13 million in funding from Kleiner Perkins Caufield & Byers, Chris Sacca and former Google exec Dean Gilbert, according to CrunchBase. Gilbert, who is Victorious' exec chairman, previously was VP, global head of content and operations at YouTube.
'Partnering with Victorious presents an incredible opportunity to broaden my capabilities in the mobile space,' Michelle Phan, who recently signed a deal with Endemol Beyond, said in a statement. 'Through this exciting new hub, I now have the ability to create a destination for my YouTube, Ipsy, FAWN and Em followers where they can share, learn, and celebrate within the community while empowering each other. It's a new age of experience.'
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