Arcade Signs Max Fosh, Launches Europe's First Creator Upfront — SkimNews
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- Arcade signed comedian Max Fosh, creator collective Friends From Work (Arthur Frederick, Arthur Hill, George Clarkey, ItalianBach), John Nellis, Faith Kelly, Generation Football, and Fallow Chefs — the chefs behind London restaurant Fallow — with The Sidemen also continuing on its roster.
- Arcade is hosting Europe's first creator media upfront today at an invite-only London event expected to draw 150+ advertisers, brands, and partners, offering previews of content slates, audience data, and insights in the style of the U.S. NewFronts.
- Lumina Media made a seven-figure investment in Arcade for a minority stake, with founder Thomas Benski building it into a portfolio that also includes Carrousel Studios, Strike, Wayward Films, Creators Corp, and Magna Studios.
- Former Vice executive Matt Elek was hired as CEO, while co-founder Jordan Schwartzenberger stepped back from day-to-day operations but retained an active role; Arcade was originally founded in 2021 by Schwartzenberger, Sam Uwins, and Aaron O'Neill as the Sidemen management arm.
- Arcade is repositioning around IP development and cross-platform media brands, with commercial partnerships including Virgin Media O2, Formula E, and Unilever, and a Creator Access advertising division that holds a YouTube Partner Sales license.
- KSI recently exited The Sidemen, though the remaining members continue with Arcade as the company formally expands beyond management into entertainment, commerce, and culture.
Why it matters: Arcade is using its Sidemen pedigree, a seven-figure Lumina Media investment, and a Matt Elek-led executive team to formalize Europe's creator-to-broadcaster pipeline, using today's 150+-attendee London upfront to court advertisers like Unilever and Virgin Media O2 with content slates and audience data in the NewFronts mold.
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