When a young Jordan Schwarzenberger found himself standing in the dugout at Southampton’s St Mary’s Stadium in June 2016 watching a crowd of 15,000 lose their minds over a charity football match between a group of YouTubers and musicians, the last thing on his mind was managing creator talent. Tasked with creating Snapchat content for Sportbible at the first ever Sidemen Charity Match, he was fascinated by what he saw.

“I call it my ‘St. Mary’s moment’,” he states. “I realised that this was where culture was moving – towards creators and personalities.” Fast-forward to 2025 and Schwarzenberger is the architect behind one of the most successful creator businesses in the UK. As talent manager to The Sidemen, the YouTube collective-turned-media empire, he has helped turn a group of seven friends who found fame creating FIFA videos, challenges and sketches into a bankable brand with countless offshoots.

Following stints at Vice and Ladbible straight out of school, Schwarzenberger founded Roundabout, a Gen Z agency that sought to help brands such as MTV and Boiler Room drive their youth and culture strategies and connect with people like him. He later moved to YMU Group, Europe’s largest talent management company, assuming the role of chief creative officer before co-founding Arcade Media in 2021 alongside Aaron O’Neill and Sam Uwins, which manages The Sidemen and all of their business endeavours.