The Sidemen, renowned as Europe’s largest YouTube collective, have recently taken a monumental step into the world of venture capital with the launch of Upside VC. This venture capital firm is dedicated to supporting consumer technology startups, further cementing the Sidemen's influence not just in entertainment but also in entrepreneurship. Comprising prominent figures such as KSI, Miniminter, Zerkaa, TBJZL, Behzinga, Vikkstar123, and W2S, the collective boasts an impressive following of over 50 million and more than 50 billion views across various platforms.
Upside VC aims to make strategic investments between £100,000 and £500,000 in companies, including Howbout, Mile, and Nimbi. These investments are not merely financial; the Sidemen also leverage their extensive social media reach to promote the companies they back. This dual approach allows startups to tap into a built-in audience, facilitating growth in both visibility and customer acquisition. Jamie Elliott, general partner at Upside VC, highlighted the group's unique understanding of their audience: "It’s very rare to find anyone in this world who knows their fans and customers as well as the guys do."
The Sidemen's foray into business ventures is not new. The collective has already established multiple successful brands, such as Sidemen Clothing, a chain of fried chicken restaurants called Sides, and even a breakfast cereal. Perhaps most notably, KSI co-created Prime, an energy drink that has rapidly gained popularity among younger consumers. This wealth of entrepreneurial experience positions the Sidemen as not just influencers but savvy investors in the evolving landscape of the creator economy.
Their investment strategy emphasises interaction with burgeoning companies in the social media and creator economy sectors, reflecting a growing trend of celebrities entering venture capital. Startups often struggle to reach their target audiences and refine their products, but the Sidemen’s extensive network offers not just capital but also insights from their own experiences in content creation and audience engagement. This approach marks a significant shift where creators become crucial stakeholders in the businesses they support, creating a feedback loop that can accelerate innovation.
Furthermore, the recent participation of Upside VC in backing POCKLA, an advertising technology startup, underscores the Sidemen's commitment to this new venture. POCKLA has developed an AI-driven platform designed to assist brands in crafting relevant content swiftly by analysing vast social media data. The inclusion of such forward-thinking companies in Upside VC's portfolio illustrates the collective's intent to remain at the forefront of engaging, real-time marketing solutions.
Through Upside VC, the Sidemen are not only diversifying their business interests but also fostering an ecosystem where startups can thrive with the backing of a powerful creator network. This venture solidifies their role as key players in the intersection of media, technology, and entrepreneurship, poised to shape the future of consumer engagement.
As the Sidemen navigate their new investment landscape, the synergy between their established brand and the innovative spirit of the startups they support presents exciting opportunities for growth and development in the ever-evolving digital marketplace.
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Source: Noah Wire Services