Michelle Phan has made a name for herself, with seven million followers and counting, as a pretty, pretty proponent of makeup on YouTube. And while that’s landed her face in commercials and enabled her to have her own line of Em-Cosmetics, apparently that’s not enough—or, at least, not musical enough.

This week, Phan announced plans to launch her own record label, Shift Music Group, in partnership with music financing and services provider Cutting Edge Group. Phan says that while she’s “passionate about finding undiscovered and talented artists,” she’s mainly focused on using the power of social media to share new tunes, providing artists with “a new way to reach fans.” Well, fans of makeup tutorials, at least.