Online video vet Will Keenan joins “business-in-a-box” platform for creators

A creator economy startup has added an experienced exec to its leadership team. Will Keenan, who made waves a decade ago as the President of the multi-channel network Endemol Beyond, has resurfaced as the Chief Revenue Officer of COY Creator.

Variety describes COY Creator as a “business-in-a-box” platform aimed at professional creators. The startup’s initialized name stands for “capitalize on you,” and its platform allows its partners to host experiences and content on personalized URLs. With that business plan in mind, COY is looking to transition from its beta period to an official launch that is slated for this month. For now, visitors to the COY website can request more information about the company’s creator- and brand-facing services.

Keenan described COY Creator as “the future of Hollywood” and heralded the company as “the perfect place at the perfect time for me to make a return to the entertainment industry.” The well-traveled exec got his start in Hollywood before entering the digital arena in the 2010s, when he held roles at Maker Studios and Endemol Shine North America’s in-house network.

In the latter of those two gigs, Keenan developed content and commerce initiatives alongside creators like Brittany Furlan and Michelle Phan. He left Endemol in 2015 and briefly served as the President of “Netflix of live video” Streamup. He then left the creator industry behind to found a nonprofit in New Jersey.

As he comes to COY, Keenan is using his industry connections to build an intriguing talent roster. The startup has signed a deal with prankster Ed Bassmaster, who worked with Keenan at Streamup and Maker. According to Variety, a deal with one-time Vine star King Bach is also in the works.

“COY Creator is focused exclusively on ‘B2B2C’ (business-to-business-to-creator) rather than the company focusing on building out its own brand,” Keenan said. “We are truly going to give star talent the power to engage their fans like never before possible.”