Arcade, the management company behind creator collective The Sidemen, announced the appointment of Pete Cory as Chairman following investment from Lumina Media. Cory brings more than 35 years of experience in media, advertising, and technology to the role, most recently serving as Managing Director for YouTube’s EMEA Partner Development division (Europe, Middle East, and Africa).

During his 18-year tenure at Google, Cory led agency and advertiser sales teams before focusing on helping European YouTubers monetize their content. His career began in advertising, where he worked with global agencies including Dentsu and Universal McCann.

Strategic Focus on Brand Partnerships

In his new role, Cory aims to expand Arcade’s agency and brand partnerships alongside co-founders Jordan Schwarzenberger and Sam Uwins. The appointment follows a seven-figure investment from Lumina Media, founded by Thomas Benski.

“Pete’s appointment is a major milestone for Arcade,” said Schwarzenberger. “He has a perfect blend of experience that means he can unite the traditional and the new, delivering mutual benefits for both creators and advertisers.”

Cory joins a refreshed board comprising Schwarzenberger, Uwins, Benski, and Matt Elek, with Cory serving as new chairman.

Sidemen’s Growing Entertainment Ecosystem

Arcade’s flagship partnership with The Sidemen represents a significant opportunity in the creator economy. The collective boasts more than 130 million YouTube subscribers and 40 billion views, having expanded into television, music, sponsorships, consumer products, and the Side+ membership platform.

“Joining Arcade is a dream next step for me,” Cory said. “Arcade’s mission to pioneer the next phase of the creator economy is hugely important in today’s entertainment landscape, as marketing professionals increasingly shift from traditional advertising to creator-led campaigns.”

He said that Arcade and The Sidemen “have achieved an unrivalled position across Europe building a platform with the scale and loyalty of traditional media, but with the authenticity and influence that truly resonates with audiences.”

Creator-First Platform for Brands

Established in London in 2021, Arcade positions itself as a creator-first platform offering solutions for brands across content, community, and consumer channels. The company recently launched Arcade Creative, described as a creator-led agency built to help brands develop campaigns with The Sidemen that engage Gen Z and millennial audiences.

The Lumina Media investment aims to accelerate Arcade’s expansion across the EMEA region, supporting its goal to become the leading creator-first platform in the £2 billion UK creator economy.

“I’m excited to join Arcade on their journey, using my expertise in advertising and talent to help them forge meaningful partnerships with brands looking to break new ground with Gen Z consumers,” Cory said.

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