The Sidemen, Europe’s largest YouTube collective, has co-founded Upside, a venture capital firm backing consumer tech startups. The group, which includes KSI, Miniminter, Zerkaa, TBJZL, Behzinga, Vikkstar123, and W2S, has amassed over 50 million followers and 50 billion views across all social media channels.
The Sidemen’s new venture
As stated by The Times, they’ve launched Upside VC, using some of their own money and 12 investments of around £100,000 ($ 133,700) and £500,000 ($666,880) in companies, including Howbout, Mile, and Nimbi. Companies supported by Upside will not only get finance support but will also be promoted across the Sidemen’s social media, allowing them to expand their followers and build a customer base.
“It’s very rare to find anyone in this world who knows their fans and customers as well as the guys do. When it comes to actually sitting down and dissecting a business and trying to figure out if it’s something we want to get involved in, the guys really do know what people will and won’t like,” Jamie Elliott, general partner at Upside VC, said.
The Sidemen’s businesses
The Sidemen collective has various business ventures such as Sidemen Clothing, Sides, a fried-chicken restaurant chain, and a breakfast cereal. Its founding member, KSI, co-created Prime, an energy drink popular among teenagers. Mr Beast launched a Feastibles chocolate bar, and YouTube duo James Marriott and Will ‘WillNE’ Lenney launched Rodd’s, a new iced coffee brand.
Image: Publicity
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