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Victorious app helps stars own their audience

YouTube star Ryan Higa said he wants to reach his fans instantly through text message and is using the Victorious app to do so.

"Everything on mobile seems a lot quicker," he told CNBC's "Squawk Alley" on Thursday. "You have direct access to each individual fan, and they can respond to you just as quickly as you sent a text message."

The start-up makes branded apps for celebrities and YouTube personalities that allow them to own their fan base rather than rent them, using social media sites like Facebook, Twitter and Instagram.

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In the same interview, CEO Sam Rogoway said that mobile allows celebrities the chance to become much more intimate with their fans.

"In mobile you can create much more interactive experiences," he said. "I think you are going to start seeing more brands work with digitally born stars and use mobile as the central touch point to reach a very engaged audience."