The Sidemen, the immensely popular YouTube collective, have made a significant business announcement that marks a strategic shift in their entertainment empire. This development comes just days after the confirmed permanent closure of their SDMN Clothing store in Birmingham's Bullring shopping centre.
A New Chapter in Creator-Led Entertainment
Comprising members Ethan, Vik, Harry, JJ, Tobi, Simon, and Josh, The Sidemen have officially launched Sidemen Productions. This new venture is described as a creator-led production company, entirely funded by the group themselves. Their stated ambition is to establish the firm as the definitive home for creator-led entertainment, developing innovative formats across various online platforms and major streaming services.
Expansion Amid Retail Restructuring
The launch of this production arm represents a notable expansion of the Sidemen's business portfolio. It follows the recent closure of their physical retail presence at the Bullring, a move that disappointed many local shoppers. However, the group appears to be compensating for this retail exit by doubling down on their digital and production strengths.
In a related announcement, the Sidemen confirmed that their popular series, Inside UK, will return for a third series in spring 2026. This new season will be released under the Sidemen Productions banner on the global streaming platform Netflix, signalling a major distribution partnership.
Leadership and Strategic Vision
The new production company will operate from the Sidemen's recently established headquarters in London. Victor Bengtsson serves as the managing director of the wider Sidemen group, overseeing this new division. Furthermore, Adam Cohen, who brings experience from Noah Media Group, KEO Films, and Fulwell Entertainment, has been appointed as the Head of Sidemen Productions.
Victor Bengtsson commented on the launch, stating: "The Sidemen have created content for over a decade, entertaining millions of people across the world. After the success of our show Inside we saw an opportunity to create even bigger and bolder projects. Sidemen Productions brings together everything we’ve learned on that journey, channelled into a highly skilled team dedicated to redefining what creator-led productions can achieve."
From YouTube Pioneers to Production Powerhouse
This move underscores the Sidemen's evolution from YouTube content creators to established media producers and entrepreneurs. With over a decade of experience in digital entertainment, the group is now positioning itself to develop premium, scalable content for both dedicated online audiences and mainstream streaming viewers. The establishment of Sidemen Productions represents a calculated step to formalise and expand their creative output beyond their core YouTube channels.
