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# Arcade CEO: premium creators are the ‘new primetime’ for brands
- URL: https://www.medianexis.com/arcade-ceo-premium-creators-are-the-new-primetime-for-brands/
- Published: 2026-10-19T16:51:49.000Z
- Updated: 2026-10-19T16:51:49.000Z
- Description: The Media Leader’s Charli West reports that Arcade CEO Matt Elek is repositioning the Sidemen’s management firm as a creator-first entertainment company.
- Author: The Signals Desk
- Tags: Creators, Charli West, Arcade CEO: premium creators are the 'new primetime' for brands

**Why it matters.** Brands weighing creator spend against TV budgets must still reconcile Arcade’s “primetime” framing with unresolved questions about how creator viewership is actually measured.

*Signal from* [*uk.themedialeader.com*](https://uk.themedialeader.com/?ref=medianexis.com) *·* [*Charli West*](https://www.medianexis.com/tag/by-charli-west/) *·* [*read the original*](https://uk.themedialeader.com/are-premium-creators-the-new-primetime-with-arcade-ceo-matt-elek/?ref=medianexis.com)*.*