Arcade, the management company behind the global phenomenon The Sidemen, and creator funding company, Viewture, have announced the launch of ‘Creator Access’ in EMEA, enabling direct ad sales against YouTube content.
According to Arcade, Creator Access offers “another route for brands seeking to engage high-quality creator content”. Through Creator Access’s integration with YouTube, brands and advertisers can benefit from direct deals on creator content from Creator Access’s talent roster, securing reserved delivery of video ads to their videos.
Creator Access is debuting with The Sidemen, one of the world’s most successful creator collectives with more than 130 million YouTube subscribers. A wider initial roster of established and emerging creators, including Arlette Amuli, Ian Bick and Elle Swift, will also be available to brand advertisers.
Sam Uwins, co-founder at Arcade, said: “Creator Access is a major step forward for the creator economy, putting creators at the centre of the media ecosystem. Now, brands can place advertising alongside premium YouTube creator content on Creator Access’s roster with the same confidence, control and sophistication typically employed by broadcasters and major media owners. This will make a huge difference in helping advertisers benefit from the reach and engagement achieved by today’s leading content creators, who are rapidly evolving into culture-defining brands.”
David Page, founder and CEO at Viewture said, “Our partnership with Arcade is rooted in a shared belief in empowering creators. We want to continue providing talent with the resources, connections and opportunities needed to grow their careers. Creator Access brings that belief to life. By combining capital, technology and premium inventory access, we are proud to help creators scale their ambitions while offering brands a new, high-impact route into digital entertainment.”
