Happy Sunday. A big week for the creator economy - notably around creators partnering with mainstream media. The Melbourne “Lambros” YouTubers are marching across Australia in 100 days for cancer, Yes Theory release their film “Project Iceman” on Apple TV & Netflix releases “The Sidemen Story” featuring the pioneering UK creator group. But there’s more…

The Lambro Brothers Attempt a 100 Day March Across Australia for Cancer

The goal: 100 Days, $100,000 (Perth to Melbourne)

Brief recap: Lachlan and Stefan Lamble have been creating AFL and challenge videos on YouTube all year, but on February 11th 2024 they embarked on a 100 day March across Australia to raise $100,000 for cancer research. The brothers sadly lost their grandma to cancer and have set off on a journey dedicated to families impacted by the disease. Their efforts have gained mass viewership online, translating to $45,907 in donations by day 13.

Each day is dedicated to someone new impacted by cancer and the brothers are documenting the entire run on social media. Their videos have garnered millions of views on Instagram with daily updates and posts. The Lamble brothers are captivating a strong community of people impacted by cancer and trying their best to provide a glimmer of hope against the disease.

Charity & sponsors: Australian Cancer Research Foundation & Brooks Running are supporting the duo’s long journey through the outback, country towns, cities and beaches.

Nedd Brockmann captured the attention of a nation last year with his $1 million run for homelessness & now the Lambro’s are proving that Australia will always support anybody’s remarkable challenge for charity.

YES THEORY release Project Iceman on Apple TV, Prime Video & YouTube

Who are Yes Theory?: With 8M subscribers, they are one of the most loved and respected creator groups on YouTube. They created their channel in 2017, centred around saying “yes” to new experiences - including taking strangers on life changing adventures, discovering hidden historical landscapes, testing their own physical and mental limits & so much more.

Attempting the impossible: To bring their motto of “seek discomfort” to life once again, they sponsored a Copenhagen man named Anders Hoffman to try complete an ironman in Antarctica (a feat no one has ever accomplished).

His entire journey from the idea inception to their Arctic journey was all documented and created into a film, called Project Iceman & directed by Ammar (a founder of Yes Theory).

Their film had a world premiere tour in late 2022 which allowed the Yes Theory community to experience Ander’s journey cinematically in theaters. More than 7,000 fans bought tickets and showed their support. Now, anyone can watch it from home on YouTube, Apple TV & Prime Video, and throw themselves into the cold arctic journey which Ander’s set off to complete.

“The Sidemen Story” Available On Netflix

The most popular UK YouTube group and long-time platform veterans, The Sidemen, have released a tell-all, honest & emotional documentary regarding their rise to online prominence. In an age of constant new faces emerging in the creator economy, the seven friends have defied the odds by continuing to grow and introduce viewers to their world of humour, friendship & authenticity.

Netflix release: The documentary covers topics from being broke teenagers to lifetime friendship, youth naivety, group dynamics & even a vulnerable dive into crippling mental health issues & struggles with coming of age in front of millions.

Brief history of The Sidemen: The group began as a gaming groupchat in 2013, called “The Ultimate Sidemen” and became a YouTube group in 2016. Since then, their channel has garnered 6 billion views with sporting, dating, adventure, pranks and challenge based content. Not only are the seven mates on-camera personalities but they have embraced the world of entrepreneurship too with Sidemen clothing, XIX Vodka, Side Eats, & Side+ (their membership streaming club). On top of this, the creator group hosts The Sidemen Charity Match each year, which recently raised almost $2 million for cancer research, suicide prevention & access to education.

This Netflix documentary is the platform’s first YouTube creator group feature. In the coming years, it is likely mainstream & new media will mix. These homegrown & authentic YouTube groups are building global communities and just like a viral boy band, people want to hear their come-up story.

Business moves in the creator space 💡

1. Nedd Brockmann and his milk company, “Nedd’s Milk”, partnered with Turo to give away a $20,000 USA trip for two people + a luxury car experience

2. Wade Papenfus is set to released his clothing collection Offshore Tales on March 1st

3. Anthony Lees a.k.a Spanian launches “Spanian’s Kebabs” - a chain of kebab trucks in and around Sydney

Our Favourite Videos Of The Week 🌐

Latest on STORY STREET: starting a BTS series with vlog #1: “learning to stay afloat”

Man, there is so much to learn still. I am trying to slowly figure out how to run a magazine / make documentaries. People in Australia are definitely making it work so there’s hope :)). This year, to try keep STORY STREET going, we are looking to work for other creators too and help wherever we can, but more importantly learn as much as possible from successful creators.

- Tom