Michelle Phan, a YouTube star and multi-media pioneer following her YouTube channel launch in 2007, has embarked on an exciting new co-venture with Cutting Edge Group in the form of the recently launched ‘Shift Music Group’.
Shift Music Group will leverage the power of social media to spread awareness for new and existing artists. Through the help of YouTube and its influencers, Shift will provide a unique platform for breakout acts and established artists to promote and share their music.
The first collaboration with US House Group ‘Late Night Alumni’ has just been announced, with Shift promoting music from the band’s soon-to-be released album, in Phan’s recent YouTube video, “Skeleton Makeup: Watchers of the Night“.
Philip Moross, the chief executive of CEG, added: “We’re thrilled to be working with Late Night Alumni. Like all future artists we’ll support, Late Night Alumni encourages our concept of a collaborative creative community and we look forward to helping build their following.”
Late Night Alumni commented: “We have loved having our music be a part of Michelle’s videos over the years, as well as getting to know her personally. It has always been an organic and fun collaboration and we’re excited to team up with Michelle and Shift Music to release songs from our upcoming album.”
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