Recently launched digital publisher Common has partnered with UK-based YouTube sensation The Sidemen to support their growth ambitions in Australia.
Made up of seven friends, Sidemen are Europe’s largest YouTube collective with over 21.5 million subscribers. After building a loyal Australian fanbase that consumes over 2 million hours of content each month, the group is looking to build a deeper connection with audiences and Australian brands.
Common will support this by promoting them through its channels and connecting them with brands and advertisers.
The Sidemen’s manager, Jordan Schwarzenberger, said: “The Sidemen have an incredible connection with their
Australian fans and we would love to produce more content for them.
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“Common will support us in this goal and we are excited to see where it leads.”
Rachel Henry, co-founder and chief operating officer of Common, said the opportunity for Australian brands was huge.
“The guys get millions of views and engagements on every piece of content they produce. They are arguably the best creators in the industry and we are thrilled to connect them with Australian brands.”
The Sidemen’s content will appear on House of Common, the publisher’s shows hub, which Henry recently described to Mumbrella as “the Netflix of social”.
“Just like Netflix does, we plan for House of Common to quickly become famous for its own original shows,” she told Mumblella last month.
“But also to be the home of established shows and really accelerate their capabilities, help them reach millions of people and drive their audiences to each other.”
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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