Stealth Startup Victorious Lifts the Veil on Mobile Platform

Evan Agostini/Invision/AP
Michelle Phan

Victorious has signed YouTube creators, such as Michelle Phan and Ryan Higa, to build mobile apps.

Stealth Santa Monica startup Victorious launched Wednesday with a platform that allows YouTube creators to design their own branded mobile app. 

Victorious has already signed talent such as beauty blogger Michelle Phan, rock band Boyce Avenue and actor Ryan Higa to build mobile hubs on the free platform.

The startup is focusing on technology that falls into three categories: helping creators engage directly with fans across several social networks, giving them the ability to add new content from a variety of platforms and monetizing the audience through in-app purchases and e-commerce.

Victorious was co-founded by CEO Sam Rogoway, the co-creator of interactive app show Braindex, and chief technology officer Michael Todd, a longtime employee of Pasadena ad tech firm OpenX. They also recruited high-profile YouTube executive Bing Chen away from the online streamer in May to join the team as chief content officer. Google and YouTube veteran Dean Gilbert serves as the company's executive chairman.

"Victorious is a technology platform with a creative soul," Rogoway said. "Victorious is extending engagement beyond simple consumption to provide lean-forward experiences that unlock the full power of creative communities. And we're doing so on the connected generation's first screen: mobile."

Victorious is part of a growing community of startups that are developing technology to support the YouTube ecosystem and address specific challenges — namely how to monetize the large audiences on YouTube and how to better connect with fans. Venice startup Epoxy, for example, has developed tools to make it easier to engage with fans on platforms other than YouTube.