Did I just find the next Sidemen?

Cinco Migos.

Five friends from the DMV who are about to become massive.

I'm calling it now and here's why I'm so confident.

First, they have great storytelling.

I discovered them through a video made by Anthony Hernandez, one of the members.

His video has over 21,000 likes and 190,000 followers on his account.

The video was compelling, inspiring, insanely well crafted.

Frame one grabbed me and didn't let go.

When your creative lead understands storytelling at that level, you're already light years ahead of 99% of other creators who are just trying to get to first base.

Second reason?

They're filling a massive gap.

The Latino content market is criminally underserved, despite having insane demand.

And if you look at the macro trend, South American music artists are dominating globally.

Latin culture is having a moment. Bad Bunny, Peso Pluma, Karol G.

The wave is undeniable.

The same explosion is coming for creators, without a doubt.

It's not if, it's when.

And Cinco Migos are early.

Third reason?

They're already consistent and have the right mindset.

Videos every Tuesday.

No "we'll post when we feel like it" nonsense.

They're going for it.

And they're young enough to commit to the grind now, which is exactly when it matters most.

Now, if I were managing them - and look, they're not asking for my advice, but I'm going to give it anyway because I think they've got something real here - here's what I'd be saying.

1/ Tighten the positioning now

Right now it's quite general entertainment, but I'd focus on something with built-in demand.

Football. Gaming. Something very specific and tight.

The Sidemen started with FIFA and GTA.

Then they expanded into challenges and vlogs once people got to know them.

Start narrow, expand wide.

That's the playbook.

2/ Make me care about you more

I need more personal storytelling. Who are you? Where's the context? What's the journey you're on?

On a personal level, that connection isn't quite there yet, but it's close and I'm sure it will come.

The Sidemen work because we grew up with them.

We know their stories.

We know who they are.

That takes time, but you have to be intentional about building it.

3/ Weaponize short form

Use TikTok and Reels as top of funnel whilst YouTube builds in the background.

Don't just chop up the long form videos.

Create dedicated short form ideas to showcase you, your personality and your story.

Short form is the attention test.

Pass it there, and people will come to the long form.

4/ The visual identity needs to be clearer

The logo is solid, but white on white doesn't pop.

Add a distinctive secondary colour and use it throughout.

Use it everywhere.

Thumbnails, merch, backgrounds - make it unmistakable. W

hen I see your content, I should know it's yours within half a second.

But look, the verdict is clear.

These guys have got something real here.

The talent is there.

The work ethic is there.

The timing's perfect.

It's not a question of if.

It's just a matter of time.

Because I think Cinco Migos represent something bigger than just another creator group.

They represent the next wave.

The internationalisation of the creator economy.

The fact that the blueprint the Sidemen created in the UK can work anywhere with the right team, the right consistency, and the right cultural moment.

We're about to see creator groups blow up in markets that traditional media has ignored for years.

The infrastructure is there now.

All you need is the talent and the work ethic.

And when you combine that with an underserved market that's hungry for representation?

That's when you get something massive.

Cinco Migos are early to this wave.

They're not the only ones coming, but they're positioning themselves to be first.

And in the creator economy, being first to fill a gap this big?

That's how you win.

So yeah, I'm calling it now.

Keep an eye on these guys.

Remember this newsletter when they're selling out arenas in three years.

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Remember, the creator mindset is all you need to grow 🌱

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