---
title: 'Brand Deal Desk Live from Cannes: Hide and Seek with Virgin Media O2 and the Sidemen'
source: 'https://youtube.com/watch?v=9ERP0dPQPN4'
video_id: '9ERP0dPQPN4'
date: 2026-08-01
duration_sec: 73
---

# Brand Deal Desk Live from Cannes: Hide and Seek with Virgin Media O2 and the Sidemen

> Source: [Brand Deal Desk Live from Cannes: Hide and Seek with Virgin Media O2 and the Sidemen](https://youtube.com/watch?v=9ERP0dPQPN4)

## Summary

A live panel from Cannes with Max Fosh, the Sidemen, and Virgin Media O2, exploring what makes creator-brand partnerships feel authentic. The discussion centers on a key question—whether a brand interrupts or unlocks entertainment—and highlights YouTube as the "magic middle" where brand objectives meet creator passion.

### Key Points

- **Introduction to the Panel** [00:03] — Max Fosh introduces the conversation about bringing a brand into the conversation, with the Sidemen and Virgin Media O2, referencing a branded content collaboration.
- **Branded Content Example** [00:17] — Virgin Media O2 did branded content for one of the Sidemen's videos, specifically "KSI win $20,000."
- **The Authenticity Question** [00:29] — The first question to ask about authenticity: is the brand interrupting the entertainment or unlocking it? YouTube is described as the "magic middle"—the sweet spot where brand objectives and creator passion align.
- **Mass Reach and Audience Appeal** [00:42] — The partners were looking for mass reach, and the Sidemen tick both boxes. The audience liked the content.
- **Data-Driven Success** [00:57] — YouTube provides full data to both the brand and the creators, so the numbers confirm the success—everyone is happy.

### Conclusion

The conversation emphasizes that authentic brand partnerships depend on aligning the brand's goals with entertainment that resonates with the audience, validated by solid data.

## Transcript

>> And I am Max Fosh. >> Today we're bringing a brand into the conversation. We're getting granular, getting real, and going deep on probably happened in 2020 cents. >> We've got the Sidemen here and also
Virgin Media O2 because they did branded content for one of the Sidemen's videos, which was fine KSI win $20,000. >> What do you think makes a creator partnership feel authentic at the idea [music] stage before the content even
>> The first question that you want to ask yourself when it comes to authenticity is is the brand interrupting the entertainment or is it unlocking it? YouTube the magic middle. It's that sweet spot where the brand's objective
passion. >> We were looking for mass reach and like the Sidemen obviously tick both those boxes. Vic, you also what are the this? >> Number one, the audience liked it.
Win. The thing we love about YouTube is I can pick up my phone and all the data is here. The brand gets all of this data, we get all of this data, the data, we get all of this data, the numbers say it's good, everyone's happy.