High-profile YouTubers — whether they be vloggers, athletes, musicians or beauticians — can now reach their audience through personalized mobile apps. Victorious, a startup led by three former Google executives, launched last week. The company has recruited several YouTube celebrities to use its app to post photos and videos, and communicate with fans. Victorious will allow the creators to make money from in-app purchases, advertisements and merchandise sales.

“Victorious connects creators with their communities by transforming media channels into premium interactive mobile apps,” explains the startup’s website.

The company acknowledges the fact that app development is time consuming and difficult, and therefore provides this service for the users so they can focus on the content instead.

“These creators have audiences that are enormous but fragmented,” says Bing Chen, Victorious’s chief creative officer. “They want to be able to control their own destiny.”

For instance, beauty adviser Michelle Phan says that managing her seven million subscribers — along with followers on other social media platforms — is difficult. Through Victorious, she can reach her biggest fans directly with her own app.

Popular YouTube band Boyce Avenue also mentioned how hard it is for their nearly six million subscribers to find the touring schedule through the video site. The Wall Street Journal reports that Daniel Enrique Manzano, who formed the band with his two brothers, believes “the mobile app should give the band more control over displaying information to fans” and “he hopes the app will help fans ‘enjoy our music in a less fleeting way.'”