Andrew Trotman didn’t set out to build one of the UK’s most dynamic creator businesses. In fact, his first brush with digital fame came from beating the bookmakers at their own game – using data science to tip winners in horse racing. But that obsession with numbers would become the foundation for Komi Group, a Manchester-based powerhouse now producing 40,000 videos a year and clocking 4.5 billion monthly views across 40+ owned social brands.
“I realised early on that if you can own distribution and build a loyal audience, you’ve got something incredibly valuable,” Trotman tells TellyCast in this week’s episode. “Back then, we weren’t talking about ‘influencer marketing’ – but that’s exactly what it was.”
Founded in 2016, Komi Group is now a three-pronged operation: a publishing division that runs multi-niche social channels like It’s Gone Viral; a licensing arm (Ark Media) that secures UGC for viral distribution; and a talent management business helping creators diversify revenue and build sustainable brands.
Trotman believes the era of the one-trick creator is over. “Having a single income stream on a platform you don’t control is a terrifying proposition,” he says. “That’s why we’ve always focused on diversification – for our company and the creators we work with.”
Komi Talent, launched just over two years ago, embodies this ethos. Not content with the standard brand-deal model, the company offers creators access to content studios, data insights, weekly one-on-ones, and even a full-time wellbeing officer. “More than 90% of our creators have used our wellbeing support,” he notes. “We’re trying to build something where creators feel backed – emotionally and financially.”
That financial commitment includes one-week payment terms, regardless of when brands settle up. “We pay creators as soon as the work is done. That’s the trust we place in them – and in our relationships with advertisers.”
Trotman is equally pragmatic when it comes to platform strategy. While TikTok and YouTube dominate headlines, it’s Facebook that remains the global heavyweight in reach and ad infrastructure. “Everyone thinks Facebook’s done, but the data doesn’t lie,” he says. “It still delivers better ROI for advertisers, and I wouldn’t be surprised if we see younger audiences swing back in.”
Still, YouTube is where Komi sees long-term value. “It’s a destination platform. People are watching it on TVs, not just phones. One of our creators has 54% of their views coming from TV. That tells you where viewing habits are headed.”
Komi’s strength lies in its data infrastructure – a proprietary system that tracks and analyses every interaction across its network in real-time. “We’re not just looking at dashboards,” Trotman says. “We’ve built a tech stack that lets us understand what works, why, and how to act on it immediately.”
That same mindset informs Komi’s cautious approach to creator-led businesses. While the success of MrBeast’s Feastables and KSI’s Prime is undeniable, Trotman warns that product launches aren’t the holy grail. “It’s seductive to chase the next big offline thing – but most creators haven’t even optimised their digital model yet. Build strong IP, diversify across platforms, then maybe think about launching a snack brand.”
Burnout, he says, is the industry’s unspoken crisis. “The Guardian’s research showing four in ten creators considered quitting doesn’t surprise me. It’s relentless. That’s why we prioritise mental health and community. We want to make this a long game.”
For Komi Group, that long game is just getting started. With a growing creator roster, expanding in-house tools, and a mission to turn content into careers, Trotman’s business is more than a media company – it’s a blueprint for the next generation of digital publishing.
And the next time a creator catches lightning in a bottle with a viral clip? Chances are, Komi’s already helping them turn it into something much bigger.
