Arcade Expands Roster With Max Fosh and Friends From Work Ahead of Upfront
The Sidemen management firm Arcade has signed several prominent digital creators as it repositions itself as a broader entertainment company.
By Tessa Okafor · September 10, 2026 · 1 min read
Published by Hollywood Tomorrow
London-based talent management company Arcade, best known for representing YouTube powerhouse The Sidemen, has expanded its roster with several high-profile digital creators, according to Deadline. The expansion accompanies the agency's formal relaunch as an entertainment business.
Among the new signings is comedian and digital creator Max Fosh, alongside creator collective Friends From Work, which includes Arthur Frederick, Arthur Hill, George Clarkey and ItalianBach.
Arcade has also added sports media brand Generation Football, culinary group Fallow Chefs, football content specialist John Nellis and online creator Faith Kelly to its stable of talent.
The agency's roster expansion precedes plans to stage what it describes as Europe's first upfront presentation dedicated entirely to digital creators. The event aims to position top-tier online personalities directly in front of major brand advertisers and media buyers.
## Shifting Toward Media Enterprises
The move reflects a continuing shift within the European creator economy, where management firms are moving past one-off brand integration deals to build diversified entertainment and commercial enterprises. By adopting upfronts, a staple of traditional television networks, creator agencies are seeking to secure long-term ad commitments and higher-margin media partnerships.
Reported from the originating source.
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