For most of those over the age of 18, the Sidemen look like a bunch of average British men. But to millions of teenagers they are among the most famous people in the world.

Sidemen are a group of seven YouTubers. Led by boxer and rapper KSI - real name Olajide Olayinka Williams Olatunji - they have become enormously popular. The main Sidemen channel has 22.2 million subscribers. Their channels combined have 138 million.

Their success has propelled them to great wealth. The group's company raked in £7m last year. And they have numerous other business ventures, including a clothing label, branded cereal and vodka. Their book became a number-one best seller. They even own a fast food chain called Sides, the weekly revenue of which surpassed £1m last year.¹

The group began in October 2013 as a Grand Theft Auto team. The next year four of them moved into a house together to build their YouTube careers. They began to pick up steam as gaming streamersPeople who make videos that show them playing computer games or talking about products.. But soon their output grew into comedy sketches and reaction videos.

Since then the Sidemen empire has grown and grown, conquering ever new territories. Their YouTube videos have become grander. They include a dating show, parodiesImitations of a situation or famous person, often intentionally exaggerated. of popular game shows and around-the-world trips.

They have a Netflix documentary covering their story and their influence on internet culture. They present the reality TV show Unreal, in which contestants have to try to conserve a prize pot.

The group is named after gaming YouTubers who watch their more talented friends play. In light of their success the name has become somewhat ironicInteresting, strange, or funny because of being very different from what you would usually expect.. 

But in a sense, six of the members are sidemen to KSI. He alone has 44 million subscribers. He recently became a judge on Britain's Got Talent - although the Sidemen viewer numbers far surpass those of the TV show.²

Given their prominence, it can be argued that the Sidemen have become modern role models for men.

Their friendly patter avoids the misogynyHatred of or discrimination against women. The term comes from the Ancient Greek "miso", meaning "hate", and "gyne", "woman". promoted by "manosphereA slang word for the varied collection of websites, blogs, and online forums promoting masculinity, misogyny, and opposition to feminism." influencers. They promote men's mental health. Sidemen member TBJZL - real name Tobi Brown - says: "We've met [viewers] who've told us that we've helped them get out of a really dark place just by being ourselves."

They prominently support charities. Since 2016 they have organised an annual charity football match. This year's match took place at the 90,000-capacity Wembley Stadium. Tickets sold in three hours and the event raised £4.7m.

Yet they do not have an entirely clean sheet. KSI has had to apologise for several offensive statements, including using a racist slur in 2023.

He also co-owns energy drink Prime and snack brand Lunchly with wrestler-influencer Logan Paul. Paul has been involved in a string of controversies, from failing to refund investors into his failed game CryptoZoo, to tasering dead rats.

The Sidemen might seem like matey friends to their viewers. But they could just be using this parasocialInvolving or relating to a connection between a person and someone they do not know personally, for example a famous person or a character in a book. warmth simply to fuel their business ventures.

Are they modern role models?

Yes: The internet is full of dreadful people. The Sidemen may not always be paragons of virtue, but their camaraderieFriendship and trust among people who spend a lot of time together. , delight in simple pleasures and charitable activities all provide a good example to follow.

No: The Sidemen seem innocuousHarmless. . But they have been connected to some less wholesomeMorally decent and trustworthy. characters. They might be a gateway to darker content. And their controversies should exclude them from consideration. 

Or... Success once came through learning and application. The Sidemen have become hugely wealthy through fooling around and refusing to grow up. In this, they perfectly represent our infantilisedTreated someone as a child. age.

Gaming streamers - People who make videos that show them playing computer games or talking about products.

Parodies - Imitations of a situation or famous person, often intentionally exaggerated.

Ironic - Interesting, strange, or funny because of being very different from what you would usually expect.

Misogyny - Hatred of or discrimination against women. The term comes from the Ancient Greek "miso", meaning "hate", and "gyne", "woman".

Manosphere - A slang word for the varied collection of websites, blogs, and online forums promoting masculinity, misogyny, and opposition to feminism.

Parasocial - Involving or relating to a connection between a person and someone they do not know personally, for example a famous person or a character in a book.

Camaraderie - Friendship and trust among people who spend a lot of time together.

Innocuous - Harmless.

Wholesome - Morally decent and trustworthy.

Infantilised - Treated someone as a child.