What After Party Studios does

After Party Studios is a London-based, digital-first creative production company founded in 2016 by YouTuber Callum McGinley (Callux), director Ben Doyle (RVBBERDUCK), CEO Joshua Barnett, and Base79 co-founder Richard Mansell. The company provides end-to-end production services spanning branded entertainment, commercial production, original content, music videos, and large-scale live events, with a stated focus on bridging mainstream media production quality with digital-native creator sensibilities. Its core internal product is UMM, an in-house sports entertainment YouTube platform launched in December 2020 that has generated 25M+ views and 100K+ subscribers, and which the company uses as both a standalone channel and a talent funnel for branded campaigns. The Sidemen Charity Match series — produced annually from 2022 — has scaled from The Valley to Wembley Stadium, reaching 1.8M concurrent viewers in 2026 and raising £6.2M for charity.

The business operates as a professional-services creative agency on a project-based revenue model with custom quote-based pricing, monetising through production fees from brand clients, broadcaster commissions, and live-event partnerships. Customer base is concentrated among major UK and global enterprise buyers including Netflix, Sky, BBC, Channel 4, ITV, Sky Sports, Red Bull, Just Eat, Samsung, Adidas, Gillette, and Revolut, alongside a flagship recurring relationship with the Sidemen. Distribution is multi-channel: direct sales to streaming platforms and UK broadcasters, YouTube (owned and operated channels), and brand partner channels. The company is headquartered at 53 Corsica St, London N5 1JT, and was majority-acquired by Sister Group in April 2026 — Sister Group's first digital-media investment — opening collaboration pathways with Sister Pictures, Locksmith Animation, and Campside Media.

Name

After Party Studios

Legal name

After Party Studios

Website

https://afterparty.studio

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

After Party Studios is a London-based digital-first creative production company (founded 2016) producing branded entertainment, original content, music videos, and live events for major brands, UK broadcasters, and streaming platforms including Netflix, Sky, BBC, and Red Bull.

Ownership category

akta.pro rank

Product category

Creative Production Services

NAICS

Motion Picture and Video Production (51211), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Party Photography & Videography Services (HSACACAH)

Keywords

• Branded content production
• Creative production services
• Live event broadcasting
• Digital video production
• Music video production

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Branded Content & Advertising: Production of branded entertainment content for major advertisers including Sky, BBC, Netflix, Red Bull, Just Eat, Adidas, Gillette, Samsung, Revolut. Services span strategy, creative, production, and distribution.
2. Original Content Production: Creates and produces original docuseries, reality shows, and entertainment formats for broadcasters and streaming platforms. Examples include SCENES for Sky Sports, Don't Get Catfished for Channel 4.0, and various Netflix original projects.
3. Live Event Production: Produces large-scale live sporting and entertainment events including the annual Sidemen Charity Match series, generating massive viewership and charity donations. Revenue derived from production fees and brand partnerships associated with events.
4. Music Video Production: Creates music videos and artist content for major recording artists including Hozier, Baby Queen, Mary Middlefield, and Deezer session content for artists like Arlo Parks, Wolf Alice, French Montana, Priya Ragu.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

After Party Studios is a digital-first creative production company that ideates and produces ads, content, and films for online audiences. Its core services span branded entertainment, commercial production, original content (docuseries and documentaries), music videos, and large-scale live event production — with a flagship in-house UMM sports entertainment platform on YouTube. Clients include Netflix, Sky, BBC, Channel 4, Red Bull, Just Eat, Samsung, Gillette, Adidas, and Revolut.

Product overview

After Party Studios is an award-winning creative production company that ideates and creates ads, content, and films for online audiences. Founded in 2016, the company operates across five main service offerings: Branded Entertainment (40 projects), Commercial Production (28 projects), Original Content (23 projects), Music Videos (11 projects), and Live Events (5 projects). Their flagship internal platform is UMM, an end-to-end Sports Ents platform launched in December 2020. The company specializes in bridging mainstream media with digital-first creator content, producing work for major clients including Netflix, Sky Sports, Red Bull, Channel 4, BBC, and the Sidemen. The company was co-founded by YouTuber Callum McGinley (Callux) and director Ben Doyle (RVBBERDUCK), and was acquired to a majority stake by Sister Group in 2026.

Differentiator

Problem solved

Functional benefit

Brands

• UMM: In-house end-to-end Sports Entertainment platform launched in December 2020, focused on blending YouTube and sport entertainment for next-gen sports fans.

Products and services

• UMM Platform An in-house, end-to-end Sports Entertainment platform that celebrates sporting characters with a positive, off-the-wall spin on traditional sports entertainment, blending YouTube and sport to re-engage casual sports fans through creator-driven formats.
• Branded Entertainment Production Creative branded entertainment content produced for major consumer brand clients across digital platforms, including full-service campaign production spanning strategy, creative, production, and distribution.
• Commercial Production Full-service commercial production covering strategy, creative, production, and distribution for brand advertising campaigns across digital and broadcast channels.
• Original Content Production Original documentary, docuseries, and scripted content production including commissioned formats such as 'SCENES' for Sky Sports and 'Hear Me Out' / 'Don't Get Catfished' for Channel 4.0, plus Netflix original projects.
• Music Video Production Music video and artist session content production for recording artists including Hozier, Baby Queen, Mary Middlefield, and Deezer session content for Arlo Parks, Wolf Alice, French Montana, and Priya Ragu.
• Live Event Production Large-scale live sports entertainment event production including the Sidemen Charity Match series at venues like The Valley, London Stadium, and Wembley Stadium, employing multi-camera setups (25+ cameras including drones, spider cam, goalkeeper cams) for broadcasts reaching millions of concurrent viewers.

Quantifiable outcome

• 150M+ views on flagship formats
• +4 more outcomes

Named customers20 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• MIP LondoncoreStrategic or Co-development Partner · 22 January 2026After Party Studios participated in MIP London 2026's expanded creator economy programme, joining panels alongside Snap Inc, Spotify, We Are Era, MTV Entertainment Group International, Tubefilter, BBC Talentworks, and Patreon. MIP London reported over 1,000 registered delegates including more than 550 international buyers.
• Sister PicturesminorStrategic or Co-development PartnerPart of Sister Group portfolio. Potential for content collaboration following Sister Group's majority stake acquisition in After Party Studios.
• Locksmith AnimationminorStrategic or Co-development PartnerPart of Sister Group portfolio. Animation studio that may collaborate with After Party Studios on future projects.
• Campside MediaminorStrategic or Co-development PartnerPart of Sister Group portfolio. Podcast company that may collaborate on multimedia projects with After Party Studios.

Scale indicators16 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Jellysmack: Creator-tech company that produces, distributes and monetizes video for top digital creators and brands. Comparable in sitting between creator talent, brand budgets and multi-platform distribution.
• Whistle Sports: Digital sports media network producing creator-led and athlete-led content for brands and platforms. Closely comparable to After Party's UMM sports-entertainment positioning.
• Barstool Sports: Digital sports and culture media company producing creator-led video, live events and branded content. Direct analogue to After Party's sports-entertainment mix, especially the Sidemen Charity Match-style live productions.
• Dhar Mann Studios: US-based digital-first studio producing high-volume, values-driven scripted video for YouTube and social. Explicitly co-presented with After Party Studios at MIPCOM 2025, making it the most directly comparable peer in business model and audience.
• Studio71: Multi-platform digital content studio and creator network producing branded entertainment, originals and social video. Closely comparable in combining creator-network leverage with brand-funded production across formats.
• Pocket.watch: Digital studio that builds franchises around top kid/family YouTube creators and produces branded content for major advertisers. Comparable in monetizing creator IP through both brand deals and owned YouTube channels.

Broad incumbents

• Rooster Teeth: Long-running digital-first entertainment studio producing original series, branded content and live events around creator-led IP. Comparable in combining digital-native IP development with branded entertainment revenue, though at much larger historical scale.

Others

• Tubi: Free ad-supported streaming service explicitly mentioned alongside After Party at MIPCOM 2025. Comparable as a distribution and commissioning counterpart for digital-first content rather than a direct production competitor.
• Sister Pictures: Scripted production company within Sister Group's portfolio and a future co-production partner following the majority-stake acquisition. Comparable in producing premium content under the same parent and a likely integration point for After Party's formats.

Emerging players

• Chicken Shop Date: Creator-led digital entertainment property (Amelia Dimoldenberg) that has scaled from YouTube short-form into a Netflix-format show. Useful peer for understanding how After Party-style creator formats translate to streaming commissions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/AfterPartyLDN
• LinkedInlinkedin.com/company/afterpartystudios
• Instagraminstagram.com/afterpartystudios

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about After Party Studios