Published: September 22, 2025, 03:00 PM EST
The Sidemen, the powerhouse British YouTube collective, just leveled up their game. On September 22, 2025, their management company, Arcade, announced a seven-figure investment from Thomas Benski’s Lumina Media, as reported by Deadline . This minority stake deal signals a major push into the creator economy, aiming to transform digital stars into global brands.
The Sidemen’s Management Company Lands Seven-Figure Investment From Thomas Benski’s Lumina https://t.co/nTi5n5DXOC
— Deadline (@DEADLINE) September 22, 2025
Founded in 2021 by Jordan Schwarzenberger, Sam Uwins, and Aaron O’Neill, Arcade manages The Sidemen—eight creators boasting over 130 million YouTube subscribers and 40 billion views. Known for their hilarious challenges, gaming streams, and entrepreneurial ventures, the group has launched six businesses, a fan platform called Side+, and the Netflix reality series Inside (with a U.S. version on the horizon). The investment will fuel Arcade’s expansion across Europe, the Middle East, and Africa (EMEA), helping creators evolve from content makers to culture-defining powerhouses.
Lumina Media, Benski’s venture launched in late 2024, marks its 12th investment with this deal. The firm’s portfolio, including Carrousel Studios, Magna Studios, and gaming outfit Creators Corp, has generated over $100 million in combined revenues. Benski, a media veteran with stints at CAA and Pulse Films, sees Arcade as a blueprint for the future. “Arcade is building exactly the kind of creator-led platform the market needs—where talent expands IP, builds brands, and engages consumers at scale,” Benski said. “We’re proud to back visionaries like the team at Arcade and The Sidemen to seize this moment.”
Schwarzenberger echoed the excitement: “Our mission at Arcade has always been to unlock the true potential of creators… With Thomas and his team at Lumina as active partners, we now have the strategic platform to take this model further, helping brands scale their IP to become truly creator-first and at the heart of global culture.”
This partnership taps into a booming creator economy, projected to hit $480 billion by 2027 per Influencer Marketing Hub data—a 25% growth from 2024, driven by YouTube’s dominance. It challenges traditional media by blending digital authenticity with multi-platform IP, from Netflix series to merchandise empires. For The Sidemen, already philanthropists raising £8.5 million via charity matches, it’s a chance to amplify their generational impact.
As YouTube collectives like the Sidemen redefine entertainment, this deal could inspire more investments in digital talent.
