Lilly Singh is getting back into the business of YouTube, but this time, she’s taking an off-screen role. The Indian-Canadian creator, who amassed billions of views in the 2010s under her Superwoman moniker, is launching a network for South Asian creators named HYPHEN8.
To establish HYPHEN8, Singh is going into business with Skara Ventures, a firm that backs diverse entrepreneurs. Singh and Skara are teaming up to launch a venture Entrepreneur describes as the “first-ever” network dedicated to South Asian creators. There are some existing media companies that cater to specific identities, such as the Black creator hub Culture Genesis.
HYPHEN8’s business model is reminiscent of the multi-channel networks (MCNs) that flourished during Singh’s heyday on YouTube. On behalf of creators, the new company will handle tasks like ad sales, channel optimization, and brand partnership negotiations.
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Singh worked alongside networks during her Superwoman era, but she also transcended YouTube by landing first-look deals, earning awards, and starring in her own late-night show on NBC. Her busy schedule seemed to take a toll on her mental health, and she eventually retreated from YouTube to focus on other projects.
After resurfacing on her channel earlier this year, Singh is now setting out on a mission to provide South Asian creators with resources she wishes she had access to a decade ago. For example, HYPHEN8 will help connect its creator roster with South Asian brands and appropriate mentors. “When I began posting on YouTube in 2010, there weren’t many resources to create content, especially for someone that looks like me,” Singh told Entrepreneur.
Singh believes that HYPHEN8’s dedicated focus on South Asian culture will have benefits for brands as well as creators. YouTube is a big deal in India, where local channels can reach billions of viewers per month, and Singh wants to harness the potential of that tuned-in audience.
“There are so many South Asians on this planet,” she said. “When you have a South Asian creator, they know how to connect with that audience. It doesn’t even necessarily mean that the brand or product has to be South Asian in nature.” The goal of all that dealmaking will be to cultivate creators who transcend their 15 minutes of viral fame to become memorable household names.
