Arcade, the management company behind YouTube collective The Sidemen, has relaunched as a broader entertainment business and signed a raft of new creators, including comedian Max Fosh, collective Friends From Work, and restaurant channel Fallow Chefs, ahead of hosting Europe's first creator media "upfront" event in London. The move signals an industry shift towards treating top creators as fully fledged media brands spanning content, commerce and culture, with Arcade positioning itself to compete with broadcasters and streamers for advertiser attention across the continent.

The relaunch follows a seven-figure investment from Lumina Media and the appointment of former Vice executive Matt Elek as chief executive, with co-founder Jordan Schwarzenberger stepping back from day-to-day duties while remaining involved. Beyond talent management, Arcade runs a commercial arm with brand partners such as Virgin Media O2, Formula E and Unilever, plus an advertising division, Creator Access, holding a YouTube Partner Sales licence. The London event is expected to draw more than 150 advertisers and brand partners for previews of creator content slates and audience data, shortly after The Sidemen's KSI departed the group, though The Sidemen themselves remain with Arcade.