The Business How a ‘creator mindset’ can supercharge your business - With Sidemen manager Jordan Schwarzenberger
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Feb 13, 2026 
Jordan Schwarzenberger, co-founder and CEO of Arcade who helped turn the Sidemen into a multi-venture powerhouse. He discusses the creator mindset, building owned businesses from content, scaling a production team while keeping authenticity, and practical steps for companies and founders to think like creators.
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Saint Marys Moment That Showed Creator Power
- Jordan first met the Sidemen at their 2016 charity football match where 13,000 tickets sold out and fans stormed the pitch.
- He describes a “Saint Mary's moment” watching thousands mob the players, revealing the unique parasocial connection creators have with fans.
YouTube Creates Deeper Parasocial Bonds
- Jordan says YouTube drives deeper parasocial relationships than other platforms because viewers feel they really know creators.
- That deeper connection underpins creators' ability to convert audiences into businesses and real-world fandom.
Pitching The Sidemen Over Zoom During Covid
- Arcade formed when Jordan joined former accountants Sam and Aaron to pitch the Sidemen a 15-point strategy over Zoom during COVID and win them as clients.
- They used a formal deck and complementary skills: Jordan's creative strategy plus Sam and Aaron's financial trust.