YouTube alum Pete Cory named chair at The Sidemen management company Arcade

Former YouTube executive Pete Cory has been appointed to the role of chairman at creator-first UK management group Arcade, which manages YouTube stars The Sidemen.

Pete Cory

The appointment comes as Arcade scales up after a seven-figure investment from venture capital firm Lumina Media.

Cory is tasked with expanding Arcade’s agency and brand partnerships, working alongside its existing leadership team of Jordan Schwarzenberger and Sam Uwins.

His remit includes helping the company achieve its ambition of becoming the leading creator-first platform across content, community and consumer markets. He will also spearhead efforts to optimise Arcade’s flagship partnership with The Sidemen, whose YouTube channel has 130 million subscribers.

With 35 years’ experience at the intersection of media, advertising and technology, Cory joins from YouTube, where he served as MD of the EMEA Partner Development division. He started his career in the advertising world, working for global agencies including Dentsu and Universal McCann.

Last month, Thomas Benski’s Lumina Media made a seven-figure investment in Arcade. The finance deal aims to accelerate the digital-focused outfit’s expansion across EMEA, bring capital and strategic expertise to its platform and broaden its reach into new markets.

Schwarzenberger, co-founder of Arcade, said: “Pete’s appointment is a major milestone for Arcade. He has a perfect blend of experience that means he can unite the traditional and the new, delivering mutual benefits for both creators and advertisers.

“I’m looking forward to working with him to build on what we have already achieved with The Sidemen, opening new doors and helping brands recognise the benefits of a creator-first approach.”

Cory said: “Joining Arcade is a dream next step for me. Arcade’s mission to pioneer the next phase of the creator economy is hugely important in today’s entertainment landscape, as marketeers increasingly shift from traditional advertising to creator-led campaigns.

“The team at Arcade, working with The Sidemen, have achieved an unrivalled position across Europe building a platform with the scale and loyalty of traditional media, but with the authenticity and influence that truly resonates with audiences. I’m excited to join Arcade on their journey, using my expertise in advertising and talent to help them forge meaningful partnerships with brands looking to break new ground with Gen Z consumers.”