Lilly Singh launched the first-ever Media network specifically for the South Asian YouTube Community. The company HYPHEN8 is a dedicated media network for South Asian creators on YouTube to target specific audiences. In this age of viral content, Lilly Singh is dedicating a network to manage South Asian YouTubers.
As one of the prominent YouTubers since the early days of YouTube, Lilly Singh has been a positive and welcoming presence in the digital space. Her journey with her ‘Superwoman’ channel became a source for women’s love, body positivity, women empowerment, and creativity in the YouTube space.
Her dynamic presence led her to capture the hearts of millions of audiences across the globe especially the Indian diaspora internationally and domestically. Today she has co-founded the dedicated South Asian media network HYPHEN8 along with Skara Ventures to host South Asian creators on her network.
Hence a separate space for South Asian YouTubers to monetize their channels and get recognition globally. This venture marks a new beginning for the ‘Superwoman’ Lily Singh.
Lilly Singh Shares Her Advice To Creators On Growing Their Channel
After almost 15 years on YouTube, Lilly Singh has some advice for South Asian creators on YouTube. She says, “Advice is great, but you know what’s even better? “It’s me being able to say, ‘I’m going to bring you business.’” With HYPHEN8 network creators from South Asian countries get a dedicated platform to earn money through their channels.
Her aim for starting this media network is based on what she faced in her initial YouTube days. She says, “When I began posting on YouTube in 2010, there weren’t many resources to create content, especially for someone that looks like me.” Adding further she says, “The media landscape is much stronger for South Asian creators. There are many South Asian-owned brands, and many other brands that specifically want to reach this booming population. That’s a ripe opportunity for YouTubers and HYPHEN8.”
Hence she wants to capture the brands who are looking to capitalize on the South Asian market with South Asian creators online. “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,” says Lilly Singh.
Lilly Singh’s Ventures Beyond YouTube
After 10 years of doing YouTube since 2010, Singh diversified her collaboration and creativity in her career. She hosted the Late-Night NBC Talk Show from 2019 to 2021 before starting a production company, Unicorn Island. This production company focused on “the stories that need to be told and showcasing voices that ought to be heard.” So, under this company the feature film Doin’ It was created and produced by Lilly.
However, along with all these ventures the YouTube Creator never stopped her vlogging although slowed down a bit towards the end. Now with the media company HYPHEN8, she plans to manage advertising sales directly for South Asian YouTube creators along with broker brand-creator partnerships and optimize monetization for creators.
So what are your thoughts on YouTuber Lilly Singh taking the initiative to create a media platform for South Asian YouTube creators? Give your take in the comments below.
