Скачать или смотреть Rory Sutherland, Elfried Samba and Jordan Schwarzenberger on Scaling the Sidemen

This episode of The Bottleneck Podcast explores how creators turn audiences into real businesses — and why many struggle to grow. Jordan Schwarzenberger, manager of The Sidemen, reveals how they built an empire that spans restaurants, vodka brands, and sold-out stadium shows. Together with Rory Sutherland and Elfried Samba, they explore the forces reshaping the creator economy, the opportunities ahead, and the funding hurdles that hold many aspiring entrepreneurs back.

Join Rory, Elfried, and Jordan for a deep dive into the business of creators and what it takes to turn cultural relevance into long-term success.

Follow Rory:
Instagram: @rorysutherland_clips
Tiktok: @Rorysutherlandclips
X: @rorysutherland
Linkedin: in/rorysutherland/
 
Follow Elfried:
Instagram: elfriedsamba
Linkedin: in/elfriedsamba/
https://www.butterflyeffect.xyz/
 

Follow Jordan:
Instagram: @jordanschwarz/
Linkedin: jordanschwarzenberger/
tiktok: @jordanschwarzenberger
X: jordanerschwarz
https://www.jordanschwarz.com/
https://www.thinklikeacreator.com/

Timestamps
00:01:34 – Google & Meta: From creative to extractive businesses
00:02:06 – Jordan: “You’re not making money on products, you’re being squeezed”
00:10:13 – Elfried: “Apple isn’t innovating anymore — they’re a landlord”
00:13:38 – Meet Jordan Schwarzenberger, Sidemen manager
00:20:24 – The Sidemen’s first-ever strategy deck
00:22:56 – Sides, XX Vodka, cereal brands, and selling out Wembley
00:23:54 – YouTube is now the UK’s 2nd biggest TV channel
00:26:10 – Gymshark’s creator rule: must be on YouTube
00:35:58 – “Most creators are cooked” – why the economy is broken
00:39:34 – Broadcasters don’t watch YouTube — and it shows
00:49:05 – Why Gymshark was a rocket ship: taking risks
00:54:43 – The #1 challenge for creator brands: cash