Arcade, the management company behind YouTube supergroup The Sidemen, has signed six new creators and creator collectives as it relaunches itself as a pan-European entertainment company built around content, commerce and culture.

The new roster includes comedian Max Fosh, creator collective “Friends From Work” (Arthur Frederick, Arthur Hill, George Clarkey and ItalianBach), sports creator John Nellis, TikTok creator Faith Kelly, quiz channel “Generation Football” and restaurant duo “Fallow Chefs.” The Sidemen remain with the company as its original act.

The expanded lineup arrives ahead of what Arcade is calling Europe’s first creator media Upfront, an invite-only event in London on September 17 that the company expects to draw more than 150 advertisers, brands and partners for previews of creator content slates alongside audience data.

“We built Fallow by ripping up the rulebook, and we’ve tried to do the same with everything we post,” said Fallow co-founders Jack Croft and Will Murray. “Signing with Arcade makes sense because it’s a team built by creators, for creators, that lives and breathes the Creator Economy the way we live and breathe restaurants.”

The relaunch follows a run of structural changes at Arcade. Former Vice EMEA chief Matt Elek joined as CEO in July to run day-to-day operations, while co-founder Jordan Schwarzenberger stepped back from daily management. The company also confirmed The Sidemen’s roster shift after member KSI’s exit.

“Arcade is executing an ambitious growth strategy to become the dominant player in the Creator Economy in Europe, which is demonstrated by our incredible new line-up of creator media partners,” Elek said. “We’ve built the entertainment company that creators actually need, and the wider market is only now starting to catch up.”

Schwarzenberger framed the moves as a response to how creators now operate. “Creators aren’t just building channels anymore; they’re building entire media brands, long-form, IP, live, branded entertainment,” he said. “Arcade gives our partners access to the biggest creator media brands in Europe, which operate with the same scale and sophistication as a broadcaster or streamer, but with the trust and audience reach only these elite creators have.”

Arcade’s commercial arm already runs media partnerships with Virgin Media O2, Formula E, Esports World Cup, Unilever, Lego and Papa Johns, and its ad sales division, Creator Access, holds a YouTube Partner Sales license covering its talent. Joe Lamb serves as commercial managing director, and Adam Smith serves as managing director of Creator Access.

The growth push is backed by Lumina Media, which took a minority stake in Arcade in a seven-figure deal reported a year ago. Lumina founder and CEO Thomas Benski said the firm’s role is to provide “the backing, network leverage, growth company experience and resources” for Arcade’s next phase. Lumina’s broader portfolio includes Carrousel Studios, Strike, Wayward Films, Creators Corp and Magna Studios.

Founded in 2021 by Schwarzenberger, Sam Uwins and Aaron O’Neill as the management and ventures arm for The Sidemen, Arcade now operates across content, live, ventures, partnerships and programming.

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