Lumina Media, led by Thomas Benski, is investing a seven-figure sum in Arcade, the management company behind YouTube collective The Sidemen. The deal includes a minority stake along with what Arcade describes as “capital and strategic expertise” to accelerate its expansion across Europe, the Middle East, and Africa, according to Deadline.

Founded in 2021 by Jordan Schwarzenberger, Sam Uwins, and Aaron O’Neill, Arcade manages The Sidemen, whose members include British YouTuber, rapper, influencer, and boxer KSI. The group maintains over 130 million YouTube subscribers and has generated 40 billion views across its content, according to the announcement.

The partnership aims to cement The Sidemen “as generational talent and IP with a truly global, multi-platform reach,” Benski said, while extending Arcade’s creator-led business model to additional talent. The management company has already launched six businesses with The Sidemen, including a fan membership platform called Side+.

Schwarzenberger noted that Arcade’s mission centers on “unlocking the true potential of creators, helping them grow from content makers into culture-shaping brands.”

Content Production Developments

Arcade has produced two seasons of a reality series titled “Inside” with The Sidemen, season 1 for YouTube and season 2 for Netflix. Two additional productions are in development, including a U.S. version for Netflix.

This transaction represents Lumina’s twelfth investment since Benski, founder of Pulse Films, launched the company in late 2024. Other investments include Carousel Studios with Omar Sy and Louis Leterrier, Magna Studios, the children’s IP brand Strike, and the gaming studio Creators Corp. According to Lumina, these companies collectively generate more than $100 million in combined revenues.

When Lumina launched in December 2024, it secured mid-eight-figure funding from investors including Magnus Rausing’s BFK, Charles Dorfman’s Dorfman Media Holdings, and SVS Holdings.

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