“Lilly Singh Launches Media Hub For South Asian Creators”
Lilly Singh, one of YouTube’s early stars, is now stepping up to help South Asian creators grow beyond just giving advice. She’s co-founded HYPHEN8, the first-ever media network made specifically for South Asian YouTubers.
Back then, there were no mentors, few brand partnerships, and limited opportunities. But Singh beat the odds, gained 14 million subscribers, and even hosted a late-night show on NBC.
With HYPHEN8, she wants to make sure the next generation of South Asian creators has the backing she never had. Singh points out that today’s market is ready — more South Asian-owned brands exist, and non-South Asian brands also want to tap into this growing audience.
She also believes that creators today need to move away from chasing viral hits. In her view, success now is about building real, personal connections. Singh says that people crave authenticity over perfection, and audiences want creators who are honest and relatable.
Singh has started applying this herself. After a break from long-form content, she’s returned to YouTube, making more personal and meaningful videos, including interviews with Indian celebrities.
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