The group originates from aRockstar Games Social Club group made on 19 October 2013 inGrand Theft Auto Online, called "The Ultimate Sidemen", which included all the members except for Lewis. In January 2014, Bradley met Lewis while at aFIFA gaming event in New York City and invited him to join the group.[7] Describing the group name, Minter said in a video that "A sideman is basically someone's bitch who just follows them around [...] I was basically JJ's bitch that followed him around."[1]
The Sidemen (background) and friends playingFIFA at the first "Sidemen House".
In February 2014, Olatunji, Minter, Bradley, and Barn moved into a house together near London, which they referred to as the "Sidemen House",[7][8][9] which allowed them to collaborate more often.[10]
In 2016, Olatunji, Minter, Bradley, and Barn moved into another "Sidemen House", living in a 15,000-square-foot, $8.5 million mansion inBromley, London.[11] In November 2016, the Sidemen collaborated withRocket League to release an in-game SDMN FC community flag that users can get for free inside the game.[12] The group's official YouTube channel, launched for the inauguralSidemen Charity Match that year, became the fastest channel to reach one million subscribers.[13]
On 1 December 2020, the group's eponymous YouTube channel surpassed 10 million subscribers. Each member of the group was awarded their ownDiamond Play Button by YouTube to mark their milestone.[14]
In March 2020, the Sidemen released a twenty-minute YouTube video titled "#StayHome". The video featured the Sidemen and more than one hundred other YouTube video creators and other celebrities raising awareness of the UK's "stay at home" campaign which aimed to reduce the spread ofCOVID-19 in theUK.[15][16] All of theadvertising revenue generated from the video was donated to theNHS.[17]
2021–present: Expanded content and continued growth
In August 2021, the Sidemen signed with a London-based digital talent management company called Arcade Media.[18]
In April 2023, the Sidemen garnered controversy when Olatunji said the racial slur "Paki" in aSidemen Sunday video published on 2 April; a parody of the British game showCountdown.[19][20] The Sidemen group were criticised onTwitter after a clip of Olatunji speaking the slur went viral,[19] including criticisms from DJ and presenterBobby Friction and comedianGuz Khan among others.[21][20] Hours later, Olatunji tweeted an apology for the slur[22] and announced that he would be taking a break from social media.[21][23][19] The Sidemen Twitter account also released a statement the following day apologising for the slur, with the statement reading, "We stand against racism and discrimination of any kind and we failed to do that."[24][23] The full video in question has since been privatised.[21] In an interview held before the 2023 Sidemen Charity Match, Barn told theBBC regarding the slur that the group had "very serious meetings" about the acceptability of what they joke about, saying, "We had to acknowledge that things are different to when we first all started platforms and the world has changed as a place. We saw it as a lesson and moved on from there and I think people were very understanding of that and allowed us to carry on doing what we're doing with a better sense of responsibility."[25]
In July 2023, the group invested inThe Fellas Studios, a production company founded by YouTubers Callum Airey and Joshua Larkin.[26] On 3 July 2023, the group participated in a collaborativehide-and-seek challenge video withParadise Wildlife Park, aHertfordshire-based zoo. This initiative was part of a broader partnership aimed at supporting the zoo'sconservation efforts.[27] On 26 September 2023, the Sidemen signed withUnited Talent Agency, an American talent agency, for their representation in all areas of North America.[28] On 17 August 2024, the group appeared and was ranked 21st onThe Times's list of "The UK’s top 30 richest gamers and creators in 2024", estimating £50 million in fortune shared among the group.[29]
YouTube channels
The group has four YouTube channels, Sidemen, MoreSidemen, SidemenReacts, and SidemenShorts across which it publishes a variety of videos including challenges, sketches and video game commentaries.[30][31][32]
As of January 2025[update], the Sidemen channel has over 22 million subscribers and 6.7 billion views,[33] MoreSidemen has over 9 million subscribers and 5 billion views,[34] SidemenReacts has over 5.7 million subscribers and 3.2 billion views,[35] and SidemenShorts has over 2.1 million subscribers and 1.8 billion views.[36]
Other ventures
Sidemen Clothing
Side+
XIX Vodka
Since 2014, the group has sold and distributed Sidemen Clothing merchandise.[37][30] In October 2021, Sidemen Clothing collaborated withEllesse, an Italian sportswear brand, and launched an AW21 collection of co-branded clothing.[38] On 15 July 2023, they opened their first physical store in theBluewater Shopping Centre inKent.[39][40][41] On 4 October 2024, they opened their second physical store inBull Ring, Birmingham.[42] The group also announced their partnership withParamount to produce aTeenage Mutant Ninja Turtles-themed Sidemen apparel line.[42]
Side+
In September 2021, the Sidemen launched asubscription service app known as Side+, where they would post behind-the-scenes content from their YouTube video recordings and other extra contents.[43][44] On 14 January 2022, they announced that the app is now available onXbox.[45]
On 24 February 2022, the restaurant launched its first physical branch inBoxparkWembley, attracting over three-hour queues on its debut day.[47][49][50] As of September 2022, the restaurant had over 80 dark kitchens across the UK and 20 in the UAE.[50] On 29 September 2022, the restaurant launched its second physical branch in BoxparkCroydon.[50] In October 2022, the restaurant unveiled its new partnership withFarnham Town F.C., a semi-professional football club based inFarnham,Surrey, to become the football club’s front-shirt sponsor of the newly released 2022/23 away kit.[51][52]
XIX Vodka
In 2022, the Sidemen founded and launched their ownvodka brand known as XIX Vodka.[43]
Book
On 18 October 2016, the group released a book titledSidemen: The Book, published byCoronet Books, and embarked on a UK-wide promotional tour.[53][54] A number one best-seller in the UK, the book sold 26,436 copies within the first three days of its release.[55][56]
Documentary and web series
On 18 June 2018, the group released aweb television series titledThe Sidemen Show, available exclusively onYouTube Premium.[57] It comprises seven 30-minute episodes filmed around the world alongside a number of celebrity guests.[58][59]
On 14 February 2024, a documentary film about the Sidemen calledThe Sidemen Story was released onNetflix.[60] The film was directed by Luke Hyams, a former Head of Originals for YouTube EMEA.[60]
In June 2024, the Sidemen created a reality competition series calledInside. The series features ten celebrity guests who compete in challenges to secure a prize fund totalled at £1 million, with everything they buy or do costing money from the prize fund. The series first aired on 2 June 2024 on their YouTube account, Sidemen, and last aired on 9 June 2024.[61][62] In November 2024, a second series, as well asInside USA, was announced, which would be shown on Netflix.[63]
Best Cereal
In March 2024, the Sidemen and British oat producerMornflake launched a cereal brand called Best Cereal. It debuted with two flavours, Choco Crunch and Caramel Gold.[64]
Charity football matches
Wembley Cup
In August 2015, all of the Sidemen members except Olatunji and Barn participated in the2015 Wembley Cupfootball charity match, facing Spencer FC, with Minter captaining the Sidemen United team. The match ended with Spencer FC beating Sidemen United by five goals to two.[65]
TheSidemen Charity Match is a recurring footballfriendly match run by the Sidemen to raise money for various charitable causes. They have been held since 2016, barring a four-year hiatus between the third and fourth matches, while the sixth match is being held eighteen months after the fifth. In all matches so far, the group's seven members and various affiliated YouTubers competed as the Sidemen Football Club, while various other YouTubers competed as the YouTube Allstars. The first match, on 3 June 2016, was held atSt Mary's Stadium,Southampton, raising over £110,000 for the Saints Foundation.[66][67]
Discography
List of singles with selected chart positions and year released