YouTube beauty mogul Michelle Phan has teamed with music investment and services company Cutting Edge Group to form a new music promotions company called Shift Media Group.
Shift, which is being positioned as a company that helps amplify a musicians footprint through social media promotions, will be creatively led and directed by Michelle Phan. Essentially the new entity will utilize Phan’s social media presence to give up and coming artists exposure to her audience — over 600,000 Twitter followers and nearly 3 million Facebook fans.
“I saw how my musician friends struggled and weren’t treated fairly by their labels. It’s frustrating as an artist, to not be given the right resources to grow your brand,” says Phan, and so she, with co-pilots CEG, will aim to help them find a home for their works and build a career controlled by the artists. “There hasn’t been something new for music and the digital age and I want to create something that will integrate music with the digital world. Who better to do it than an artist who was born online and built her business online and intends to stay online.”
And so the woman who built her career first as a YouTube makeup guru, and then as the face of Lancome and mother of the Fawn Network on YouTube, will now expand her portfolio of businesses from beauty to music.
The deal was brokered by Phan’s attorney, Phil Daniels of Ginsburg Daniels, LLP, who added context as to the importance of the deal: “The combination of Michelle’s social media influence and Cutting Edge’s experience in music placement and distribution is a powerful one, and will provide significant opportunity for artists and their music.”
And from what Phan and team tell me, Shift will fit in with Phan’s empire seamlessly as she works to ensure that her brands are integrated. Given music is an integral part of her business already (tracks on her videos, etc.), it seems to be a natural extension for Phan to take a stake in the music. We’re no stranger to covering all the issues surrounding music, and what better way to usurp those hiccups than to incubate and promote your own artists within the content you’re owning and creating?
Ultimately CEG hopes Michelle Phan will “become a conduit [between] great musicians and her audience,” said CEG CEO Philip Moross.