How did you get into content creation?
I started creating content on YouTube in 2010 when I was still in school. At the time, I had a huge passion for football and wanted to pursue a career in film or media, so combining my interests, I started to create content at a time when there was little to no money in content creation.
In the summer of 2010, I broke my wrist whilst playing football, and managed to discover I still had the ability to play FIFA even with the broken wrist. Whilst limited with what I could do, I channelled all of my energy that summer into content creation and started to build a small following which then went on to blossom into something much bigger.
What was your objective as a creator, and did this change along your journey? (A.k.a make money, grow your own brand, work with cool sponsors etc)
Initially, my objective was just to create content around something I was passionate about, improving skills in editing, presenting and developing engaging content. However, as my channel grew, and I started to develop a larger following, the YouTube model changed and people were starting to make money from creating content. I realised that I could make a career out of it, so my objective then shifted to growing my brand and making a living off my content.
Did you work with brands, if so, who?
Yes, I have worked with several brands over the years. With partners as varied as Adidas, Topps, EA and one of my personal favourites, a long-term partnership with TalkSport to host their gaming content on the TalkSport YouTube channel.
I also worked with a number of charities to raise money for a few causes close to my heart. Particularly the work with Macmillan Cancer Support, when I raised £5,300 and £4,200 over two 30-hour livestreams.
What was your favourite type of content you created for your channel?
The foundation of my content was FIFA gameplay, but I really enjoyed showing my personality and humour in the content I created. I feel some of my strongest work was when I collaborated with close friends in the FIFA space, when we could be a little more relaxed and show more of our wit and humour. Traditionally I created more polished, informative content, helping people understand the nuances of FIFA and the goings on in the Football world through the lens of FIFA, but as I transitioned away from that style to something that was less scripted and more natural, it was far more fun to create and garnered a much stronger response.
Why did you make the transition into talent management, and how easy was the process?
I took the jump in two steps, I first stepped out of content creation into a Social Media Manager role, working on the video game, Football Manager. It was a dream job to me, and something I didn’t ever believe would be a possibility. I grew up playing the game with my dad and lost thousands of hours as a teenager to the game. Despite my YouTube channel being at its peak at the time, I moved on as I felt that I needed to challenge myself and get out of the spare room, and into the big wide world!
After a few years at Football Manager, the opportunity was presented to join Digital Sports Mgmt to build a really exciting, longer term project.Using the skills I had developed, we continued to build out an exciting roster of talent and develop meaningful partnerships with some of the leading brands in sport and gaming.
Fast forward to 2025, how do you see the industry panning out, is there enough stability for the sector to continue growing?
I believe that the digital creator industry will continue to grow and evolve over the next few years. With the rise of new platforms and technologies, there are more opportunities than ever for content creators to connect with their audiences and build their brands.
In the past 18 months we’ve seen the impact TikTok can have to launch careers withits incredible discoverability. In the past, exceptional creators could be missed if they aren’t hitting the mark with algorithms and SEO that you need for YouTube, but with TikTok and the emerging focus on short form content, the very best are able to build a springboard to create something bigger.
What was your chosen platform for content creation and why?
I started creating content on YouTube, but supplemented this with many hours of live content on Twitch. There was little, to no support for short-form content without TikTok, IG Reels and YouTube shorts at the time. I particularly enjoyed that YouTube allowed me to create more engaged long-form content where my viewers could authentically engage with me through the comments, building a great community feeling.
Do you think that current content creators have it easier or harder than you did? With the pressures of increased social following now but also the additional platforms / brand support etc (which probably make it a bit easier?)
I think that current content creators have both advantages and challenges that I didn't have when I started. On one hand, there are more platforms available that make it easier to create and promote content. There is also more support and resource available for creators, with editing teams, talent agencies and a much stronger brand marketplace.
However, with the ever-increasing saturation in the space in digital content creation, it can be harder to stand out and build a following if you are not creating immaculate content. There is also more pressure to constantly produce high-quality content and engage with your audience across multiple platforms, not just YouTube. Overall, I think that the digital creator industry is still a challenging and competitive field, but there are more opportunities than ever for talented creators to succeed and build a career.