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International Disruptors: Arcade Media’s Jordan Schwarzenberger On Managing A Group Of Creators Who Have More Than Six Billion Views, How The Creator Economy Is Evolving And Why The Sidemen Are YouTube’s Equivalent Of Bob Dylan
Arcade Media’s Jordan Schwarzenberger On Managing A Group Of Content Creators Who Have Over Six Billion Views
Their entrepreneurial spirit allied with the expectations of the YouTube audience mean that when Sidemen launch food or clothing or liquor brands, it’s part of the fabric of what they’re doing, rather than a clumsy bolt-on piece of merchandising. In that environment, the Arcade boss says, the Sidemen stand out because of the connections they forged with fans in that earlier moment, which he defines as a time pre-COVID and pre-TikTok. But when the Sidemen and top creators can earn fortunes working with brands, getting huge engagement in the process, without spending weeks on a shoot, the question becomes why would they?
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