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Endemol Shine aims for upmarket millennials with launch of talent network Icon Asia

Production company 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.

Icon Asia crew

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.Watch a trailer for the network:

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.”

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