In this episode, Jordan Schwarzenberger, the Sidemen's manager, shares insights on the ups and downs of launching Sides and why he won't work with anyone else. They also discuss the rise of the Sidemen, the importance of strategy and decision-making, the evolution of Sidemen Sunday, the expansion of the brand, and challenges of monetizing as a creator.
Read more
AI Summary
AI Chapters
Episode notes
auto_awesome
Podcast summary created with Snipd AI
Quick takeaways
The Sidemen's success is driven by their strong connection with their audience and the quality of their products.
The launch of Sides faced challenges with the ghost kitchen model but successfully pivoted to physical brick-and-mortar locations.
Side Plus provides fans with exclusive content and a premium experience, creating a dedicated community.
The Sidemen's team, including their manager and production coordinator, play a vital role in scaling the business and maintaining the brand's success.
Deep dives
Building an Empire: The Sidemen's Business Journey
The Sidemen, managed by Arcade Media, have seen explosive growth and have become one of the most compelling and impressive brands in the creator space. Powering their businesses is their YouTube channel with nearly 20 million subscribers and their marquee series, Sidemen Sunday. The team behind their success consists of Jordan Schwartz and Berger, who brings strategic expertise, and Tanya, their first hire who manages production. They have expanded into various ventures, such as an alcohol brand, a food brand called Sides, and a membership platform called Side Plus. Despite initial challenges with delivery and infrastructure, they have pivoted and are now launching physical locations and securing franchise agreements. The Sidemen's connection with their audience and the quality of their products have been key factors in their success.
The Launch of Sides: Overcoming Challenges and Pivoting
The launch of Sides, a ghost kitchen brand by the Sidemen, faced initial difficulties with delivery and capacity. However, they quickly realized the limitations of the ghost kitchen model and pivoted to focus on physical brick-and-mortar locations. Despite the challenges, the Sidemen's brand equity and the quality of the product have been driving success. They have worked with partners, such as Hero Brands, to invest in and scale their ventures. They have opened physical units in locations like Wembley Boxpark, and have plans to open more sites across the UK. The goal is to provide fans with value-adding products backed by their favorite creators.
Side Plus: Building an Exclusive Membership Platform
Side Plus was launched to provide fans with more exclusive content and a closer connection to the Sidemen community. The platform includes podcasts, behind-the-scenes documentaries, giveaways, and meet-and-greet opportunities. Unlike traditional memberships, Side Plus aims to provide a unique and premium experience for fans of the Sidemen. The platform has gained traction and has created a real community where fans can engage and connect with each other. The Sidemen continue to expand the offerings on Side Plus and provide more value to their dedicated fanbase.
The Team behind the Sidemen: Key Employees and their Impact
The Sidemen's success has been bolstered by key individuals in their team such as Jordan Schwartz and Berger, the manager from Arcade Media, who brings strategic expertise. Tanya, their first hire, plays a pivotal role in managing production and coordination, while Victor, the MD of Arcade Media, has helped build an exceptional team. The team includes young creators and experts who contribute to the success of the Sidemen's ventures and ensure high-quality content and experiences for their fans. The collaboration of these individuals has been instrumental in scaling the Sidemen's business and cementing their brand as a powerhouse in the creator space.
Building a Successful Business: The Importance of Alignment
The podcast episode explores the journey of building the Sidemen brand, highlighting the importance of alignment within the team. Victor, the head of Sidemen Plus, played a crucial role in expanding the brand and making it successful. The team emphasized the significance of aligning incentives and creating a sense of ownership among team members. They believe that sharing equity, revenue shares, and providing fair compensation can motivate individuals to work harder and contribute more to the business. The success of the Sidemen Plus platform, with its wide range of content and affordable subscription price, has significantly contributed to the growth and revenue of the Sidemen brand.
Finding Value in Diverse Business Ventures
The podcast episode discusses the Sidemen's ability to find value in a variety of business ventures. Side Plus, their subscription platform, has attracted a large and receptive fan base, providing not only entertainment but also a viable commercial opportunity. The team tackles the challenges of pricing, content selection, and ensuring maximum value for subscribers. Side Plus has become a significant revenue generator for the Sidemen, allowing them to expand their studio, hire more staff, and invest in new projects. Their ability to leverage their brand and create diverse revenue streams has enabled them to build a successful and sustainable business.
The Changing Landscape of the Creator Economy
The podcast episode explores the unique challenges and opportunities in the creator economy. It highlights the disparity between creators at the top, referred to as 'Creator Inc,' and the emerging 'Creator Working Class.' With the rise of short-form content platforms like TikTok, the value of content and connection has been devalued, making it harder for new creators to monetize their content and build a dedicated fan base. The episode emphasizes the importance of focusing on connection, building a strong voice, and finding a niche in order to become commercially viable. It suggests that creators need to adapt to the evolving landscape and explore new avenues for revenue, such as live events, courses, and thought leadership.
Navigating Controversies in the Creator Space
The podcast episode tackles the issue of dealing with controversies as a creator in the public eye. It emphasizes the importance of taking accountability and owning up to mistakes. Creators are encouraged to be transparent and sincere in their apologies, acknowledging their fallibility as human beings. The episode highlights that fans appreciate the authenticity and humanity of creators, which fosters a connection and loyalty. It provides a contrasting perspective to traditional talent, suggesting that the creator economy allows for more forgiveness and understanding from fans.
Today on the Colin and Samir, we sit down with Jordan Schwarzenberger, the Sidemen's manager. We cover how Jordan pitched the Sidemen, the ups and downs of launching Sides, and why he won't work with anyone else.
The sponsor of this episode, Upwork, has helped us hire talented people all over the world for every part of the creative process - from thumbnail design to video editing to animations. And now we’re using Upwork to hire AI experts. Visit https://obvs.ly/colinandsamir now to sign up to power your business, smarter. #UpworkPartner
Get the Snipd podcast app
Unlock the knowledge in podcasts with the podcast player of the future.
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode
Save any moment
Hear something you like? Tap your headphones to save it with AI-generated key takeaways
Share & Export
Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode
