UTA Signs British YouTube Creator Group Sidemen (EXCLUSIVE)

British YouTube creator group Sidemen has signed with UTA for representation in all areas of North America, Variety can exclusively reveal.

The London-based Sidemen have accumulated over 44.5 million followers across YouTube, Instagram, TikTok and Facebook. Made up of seven best friends, Simon, Vik, JJ (aka KSI), Josh, Tobi, Harry and Ethan, the group is renowned as Europe’s largest online collective. Their wide range of content covers gaming, internet challenges, reaction videos and vlogs, as their videos typically go viral and accumulate huge viewership.

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The individual members will continue to be managed and represented by their current teams. KSI continues to be managed individually by Mams Taylor at Proper Loud and is represented by Mark Bennett at CAA.

The Sidemen recently held a charity soccer match at West Ham United’s London Stadium. Its livestream peaked at over 2.7 million concurrent viewers, currently standing with over 22 million views. It went on to raise over $3 million toward charities including Campaign Against Living Miserably (CALM), Teenage Cancer Trust, Rays of Sunshine and m7 education.

The charity stream notably broke the world record for the most viewed livestream sporting event on YouTube, which was previously held by the same group. Fellow UTA clients Kai Cenant, Duke Dennis and Airrack were participants at the event.

The group, too, has its virtual Sidemen Clothing shop, premium liquor brand XIX Vodka, subscription platform Side+ and fried children company called Sides.

UTA represents a slew of streamers, creators, esports athletes, organizations and brands that amass over 500 million followers. Its division represents top gaming talent including Pokimane, Valkyrae, Scump, ImperialHal, Swagg,, Lilypichu, Kyedae and Lululuvel.

In their new partnership, Sidemen will continue to be managed by Arcade Media and Upload Agency out of the U.K.

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