The Man Behind the Sidemen's $100M Empire

Added: Aug 22, 2023

The Sidemen are a group of seven friends who initially started in the gaming world but have since expanded into various other ventures, including a clothing brand, a podcast, and a membership club. They have built a strong and loyal fan base, ranging from 13-year-olds to 30-year-olds. Jordan attributes the Sidemen's success to their authenticity and the strong bond they have as friends. Their connection with their audience resonates with people of all ages. When Jordan and his team approached the Sidemen with their vision for expanding their brand, the Sidemen were receptive and saw the potential for growth. Jordan, along with his co-founders Sam and Aaron, presented a strategy that included expanding into new territories such as food and alcohol brands, trading cards, and live touring. The Sidemen voted on these ideas and selected the ones they wanted to pursue. One of the key factors in the Sidemen's success is their format of Sidemen Sunday, a weekly series where they create and release a new video every Sunday. This format has allowed them to consistently engage with their audience and has become a major part of their brand. They have pushed the boundaries of time and production value, with some episodes reaching over 100 million views and being over two hours long. Jordan credits Tanya, the head of production, and Lucy, the art director, for their contributions to the success of Sidemen Sunday. The Sidemen's success has also led to the hiring of additional team members, such as Victor, who is now the managing director of Arcade Media. Victor has played a crucial role in the growth and development of the Sidemen's content operation. The team at Arcade Media focuses on building long-term strategies and adding value to the Sidemen's brand. They are fully committed to the Sidemen and do not represent other creators, which sets them apart from other management companies. The speaker also discusses the Sidemen's ventures, starting with their ghost kitchen brand called Sides. Initially, Sides was launched in nine ghost kitchens in London, but they faced challenges due to underestimated demand and difficulties in managing delivery and logistics. They pivoted to physical locations and opened their first dining unit in Wembley, which allowed them to provide a better customer experience and control the quality of their product. They have since expanded to other locations and have plans for further expansion. Another venture the Sidemen have undertaken is the creation of Side Plus, a membership platform that offers exclusive content to their fans. Side Plus started as a podcast and has expanded to include other shows, behind-the-scenes documentaries, and interactive experiences. It has become a significant revenue stream for the Sidemen. Partnerships have played a crucial role in the Sidemen's ventures. They have partnered with experts in various fields, such as food and beverage, to ensure the success of their businesses. The speaker emphasizes the importance of aligning the ventures with the Sidemen's vision and values. The speaker also acknowledges the success of one of the Sidemen members, KSI, who has achieved mainstream success in music and sports. They see KSI's success as an inspiration and a blueprint for how the Sidemen can expand into new sectors and open doors for their other ventures. The evaluation process for new ventures involves considering factors such as potential market disruption, alignment with their vision, and the expertise and resources required for success. Partnerships and bringing in experts are crucial for ensuring the ventures' success. The Sidemen's dependence on YouTube as a platform is also addressed. While they acknowledge the importance of YouTube, they have built other revenue streams and touchpoints with their audience through ventures like Side Plus and physical retail stores. These ventures serve as an insurance plan in case YouTube's success declines. The Sidemen's merchandise business has been a key factor in their success. They have built one of the biggest merch operations in the country, with a store in a popular shopping center. The launch of their store has brought them credibility and helped them connect with their audience on a physical level. The organization of the Sidemen is split into commercial and content teams. The content team includes video editors, producers, cameramen, and social media managers, while the commercial team focuses on special projects and partnerships. The CEO emphasizes the importance of having a strong team and the role they play in the Sidemen's success. The podcast also explores the challenges and opportunities in the creator economy. The rise of short-form platforms like TikTok has had an impact on the industry, devaluing content and creators. The depth of connection between creators and their audience has decreased, as people are more focused on consuming content rather than forming a genuine connection. The concept of the creator middle class is discussed, with the CEO explaining that there is a significant gap between the top creators and the rest. The current landscape favors short-form content and high engagement, making it difficult for new creators to break through and build a sustainable business. The CEO advises creators to focus on building a strong connection with their audience and finding their unique value proposition. They should focus on building their voice and connection independently before seeking external support. Creators should be patient and not rush into brand deals or launching products without first establishing a strong connection with their audience. The future of the creator economy is discussed, with the CEO suggesting that while there is a future for the creator economy, it may not be as big as it is currently perceived. Creators need to realign their strategies and adapt to the changing landscape. Creators should also take accountability for their actions and be open and transparent with their audience.