Sidemen star Ethan Payne has unveiled the remarkably straightforward secret behind the YouTube collective's enduring success, which has spanned nearly thirteen years. Best known by his online alias Behzinga, the thirty-year-old co-founder attributes the group's longevity to a foundation of genuine friendship and a unique business model centered on equality.
The Core of Success: Friendship and Accountability
In an exclusive interview with the Daily Star, Ethan Payne elaborated on the simple yet powerful dynamic that has kept the Sidemen at the forefront of digital entertainment. "The key thing is friendship," he explained. "I know it's cliché to say, but the root of it all is we are just seven friends. I feel like if we didn't have that bond at the core, it would be very easy to get comfortable and sit around."
He emphasized that this camaraderie fosters a culture of continuous improvement. "We're always in the group chat saying, 'We need to do better this year. We need to revamp this or revamp that' because the core value is to help improve everyone." This relentless drive, fueled by mutual support, has allowed the group to adapt and thrive despite constant competition from new content creators.
A Unique Business Model: Equal Pay for All Members
Earlier this month, fellow Sidemen member KSI, whose real name is Olajide 'JJ' Olatunji, disclosed that every member of the group receives equal pay. Speaking on Jason Nguyen's Twitch stream, he stated: "[There's] equal pay all around, no one has a higher percentage." This revelation surprised many fans, as KSI is widely regarded as the wealthiest member due to his successful ventures in music, boxing, and mainstream television appearances like Britain's Got Talent.
When questioned about KSI's comment, Ethan responded: "Thank you to him [KSI]. Realistically, in any other business world, it would be a silly model, but it works here. It helps us hold each other accountable as well." This equitable approach ensures that all members, regardless of individual fame or external projects, remain invested in the collective's success, reinforcing their bond and shared goals.
From Humble Beginnings to Global Phenomenon
Since launching in 2013, the Sidemen have grown into a content creation powerhouse, amassing a staggering combined following of over 100 million subscribers across their channels. The group, which includes KSI, Simon Minter, Vikram Singh Barn, Joshua Bradley, Harry Lewis, and Tobi Brown alongside Ethan Payne, has become synonymous with engaging challenges and viral content.
Their charity football matches, in particular, have captured viewers' hearts, blending entertainment with philanthropy. This consistent output has cemented their status as one of the UK's most influential digital collectives, navigating the ever-evolving landscape of online media with remarkable resilience.
Expanding Horizons: Ethan's Formula E Adventure
Most recently, Ethan Payne embarked on a new challenge by participating in the Formula E EVO Sessions on Sunday, 16 February, at Saudi Arabia's Jeddah Corniche Circuit. He competed against some of the world's top content creators, taking control of the advanced GEN3 Evo racing machine. The full experience is available to watch on Formula E's YouTube platform, showcasing the Sidemen's ability to diversify their ventures beyond traditional content.
This foray into motorsport highlights the group's willingness to explore fresh opportunities, a trait that has been instrumental in maintaining their relevance over the years. As Ethan noted, their friendship-driven ethos encourages innovation and risk-taking, ensuring they never stagnate in a fast-paced industry.
The Future of the Sidemen
With a foundation built on friendship, accountability, and equal partnership, the Sidemen continue to set a benchmark for success in the digital age. Their story serves as a testament to how authentic relationships can drive professional excellence, even in a field often characterized by fleeting trends and individual competition.
As they approach their thirteenth anniversary, the group shows no signs of slowing down, with plans to further evolve their content and expand their influence. Formula E's 2026 EVO Sessions, now streaming on YouTube, offers a glimpse into their ongoing adventures, promising more excitement for their dedicated global audience.
