Arcade, the management company behind The Sidemen, and creator funding company, Viewture, has launched Creator Access in EMEA, enabling direct ad sales alongside YouTube content.

Creator Access offers another commercial route for brands seeking to engage high-quality creator content. Through Creator Access’s integration with YouTube, brands and advertisers will be able to benefit from direct deals on popular creator content from Creator Access’s talent roster, securing reserved delivery of video ads to their videos.

Creator Access will debut with The Sidemen, Arcade’s flagship creator partnership and one of the world’s most successful creator collectives with more than 130 million YouTube subscribers, enabling participating brands to advertise directly on The Sidemen’s YouTube channel. A wider initial roster of established and emerging creators, including Arlette Amuli, Ian Bick and Elle Swift, will also be available to brand advertisers.

Creator Access introduces incremental ways for leading creators to maximise commercial value as the creator economy rapidly expands and matures, marking an important step in Arcade’s ambition to build the leading creator-led platform across content, community and consumer sectors.

Sam Uwins, Co-founder at Arcade, commented: “Creator Access is a major step forward for the creator economy, putting creators at the centre of the media ecosystem. Now,, brands can place advertising alongside premium YouTube creator content on Creator Access’s roster with the same confidence, control and sophistication typically employed by broadcasters and major media owners. This will make a huge difference in helping advertisers benefit from the reach and engagement achieved by today’s leading content creators, who are rapidly evolving into culture-defining brands in their own right.”

David Page, Founder and CEO at Viewture, added: “Our partnership with Arcade is rooted in a shared belief in empowering creators. We want to continue providing talent with the resources, connections and opportunities needed to grow their careers. Creator Access brings that belief to life. By combining capital, technology and premium inventory access, we are proud to help creators scale their ambitions while offering brands a new, high-impact route into digital entertainment.”

Creator Access is the latest venture in an ongoing partnership between Arcade and Viewture, which began in September 2022 when Viewture became a brand partner, sponsoring the Sidemen charity match after-party and later the Creator Lounge at the Sidemen Arena Experience at London Stadium, bringing together leading figures from across the creator ecosystem, including Robbie Lyle, founder of Arsenal Fan TV. The partnership is built on a shared ambition to champion creators and elevate entertainment by developing the infrastructure, capital access, and commercial pathways needed for next-generation creator-led entertainment.

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Categories: Press Releases

Tags: emea, Sidemen, youtube