Summary
Jordan Schwarzenberger, co-founder of Arcade, discusses the evolution of the creator economy and the significant impact of creator-led brands like the Sidemen. He reveals that an impressive 50% of all Gen Z in the UK subscribe to the Sidemen, with the figure rising to 70% among Gen Z males. This highlights the growing influence of content creators, who are now seen as more relatable and engaging compared to traditional media outlets. Schwarzenberger emphasizes the importance of sustainability in content creation, noting that creators must focus on building genuine relationships with their audiences to ensure long-term success.
The conversation also delves into the challenges facing the influencer marketing industry, particularly as social media algorithms shift towards personalization rather than follower counts. Schwarzenberger predicts that brands will increasingly create their own content rather than relying on influencers, as the traditional metrics of success become less reliable. He argues that the future of the creator economy lies in developing media brands that can thrive independently of individual creators, thereby reducing the risks associated with relying on a single personality.
As Arcade prepares for its next phase of growth, Schwarzenberger reflects on the importance of structure and governance in building a successful business. He advocates for a balanced approach that combines creativity with sound business practices, emphasizing that the heart of a business should not overshadow its operational needs. Ultimately, he believes that optimism and a willingness to adapt are crucial for aspiring entrepreneurs in today's rapidly changing landscape.
Show Notes
This week's episode is presented by Stripe, and features Co-founder of Arcade the entertainment company behind some of Europe’s biggest creators including Fallow Chefs, Max Fosh and The Sidemen.
Jordan opens up about why the traditional model of influencer marketing is fundamentally broken, how modern algorithms allow a creator with 10,000 followers to achieve more reach than someone with a million, and why faceless legacy media institutions are facing an existential crisis against personality-led publishing. He also reveals how his company helped The Sidemen to scale from a single employee into a multi-company empire with 75 full-time staff.
But behind the rapid growth and high-stakes valuations lies a deeper reflection on entrepreneurship: why every sustainable business requires both a "head and a heart" to survive, and why true peace comes from refusing to make your work your identity. What emerges is a masterclass in modern media and a reminder that in today's world, thinking like a creator gives anyone an outsized opportunity to win.
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