The numbers behind YouTube juggernaut The Sidemen - the seven-strong collective often referred to as the UK’s answer to MrBeast - are nothing short of staggering. What began as a group of friends playing Grand Theft Auto as a hobby and uploading it online is now a nine-figure empire spanning multiple channels, merchandise, a fried chicken chain, a vodka brand and a netflix reality show. The official YouTube channel has more than 22 million subscribers.
So, what has driven their stratospheric growth? Jordan Schwarzenberger, CEO of management and venture company Arcade, has managed the group for the last five years and joins the Business to talk over the strategy behind its online presence - and what businesses and individuals can learn from their success. He walks through his career trajectory, the booming creator industry, and why content remains so overlooked in company and career development.
Presenters:
- Dominic O’Connell, columnist and business presenter, Times Radio
- Hannah Prevett, associate business editor at The Sunday Times
Guest:
- Jordan Schwarzenberger, co-founder of Arcade Media
Producer: Miriam Hall
Senior Producer: Julia Johnson
Executive Producer: Kate Ford
Photo credit: Getty
Get in touch: thebusiness@thetimes.com
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