YouTube sensations The Sidemen partner with Aussie digital publisher to support local growth
Recently-launched digital publisher Common has partnered with UK-based YouTube sensations The Sidemen, to support their growth ambitions in Australia.
Comprised of seven mates, The Sidemen are Europe’s largest YouTube collective, with over 21.5 million subscribers. Having garnered a loyal Aussie fanbase, who consume over 2 millions hours of content every month, the group is looking to connect with the audience, and Aussie brands, more meaningfully.
Common will support this by promoting them across its channels, and connecting them with brands and advertisers.
Manager of The Sidemen, Jordan Schwarzenberger, said: “The Sidemen have an amazing connection with their Aussie fans and we would love to produce more content for them.
“Common is going to support us with this ambition and we are excited to see where it leads.”
Co-founder and chief operating officer of Common, Rachel Henry, said the opportunity for Australian brands is huge.
“The guys achieve millions of views and engagements on every piece of content they produce. They are arguably the best creators in the business and we are very excited to connect them with Australian brands.”
The Sidemen’s content will appear on House of Common, the publisher’s show hub, which Henry recently described to Mumbrella as “the Netflix of social“.
“Just like how Netflix operates, we plan for House of Common to quickly become famous for its own original shows,” she told Mumbrella last month.
“But also to be the home of established shows and really accelerate their capabilities, help them reach millions of people, and draw their audiences to one another.”
She concluded: “Our goal is to work with the best creator shows and podcasts that social has to offer. Through this partnership we have taken a big step in the right direction.”
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Something is super suss about common, it says they’ve been around 2020 yet it’s only a newly launched publisher??
Also they have 216K subscribers on youtube yet under a hundred views on their recent videos?
Over 600k followers on Facebook from a brand no one has ever heard of?
Have they simply just bought a pre-existing audience? If so, say so!
From Facebook Page Transparency:
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