Popular British YouTuber and entrepreneur Callum Airey, widely known as Calfreezy, recently detailed the strategic evolution and subsequent eight-figure acquisition of his podcast production company, The Fellas Studios.
Speaking on the Think Like A Creator podcast, Calfreezy explained how the venture grew from a passion project into a premier media house that was recently acquired by Global, the United Kingdom’s largest commercial radio and outdoor media group.
The deal, reportedly valued at over $10 million, marks a significant milestone in the creator economy, signalling a shift where digital-first talent is increasingly being absorbed by traditional media conglomerates.
Calfreezy founded The Fellas Studios alongside co-founder Josh Larkin, also known as Chip, after observing that many creators were being offered unfavourable deals that lacked long-term upside.
He explained that The Fellas Studios was built on a creator-first ethos, prioritizing intellectual property (IP) sharing and revenue splits that rewarded talent as their shows grew.
This model helped the studio attract top-tier digital talent, including Grace Keeling’s Saving Grace and the football-focused Pitch Side.
The acquisition process by Global took approximately one year from initial conversations to completion.
Calfreezy noted that while several companies expressed interest, Global offered the necessary infrastructure and commercial prowess to scale the studio’s slate of shows to a mainstream audience.
He emphasized that the deal was not about selling out but about providing his creators with better tools and resources to maximize their earning potential.
During the discussion, Calfreezy provided critical advice for aspiring content creators, warning them against the common trap of launching merchandise or clothing brands too early.
He suggested that creators should focus entirely on content and community building for their first five years before diversifying into complex physical products.
Calfreezy explained that the profit margins in content creation, particularly through brand deals and platform AdSense, are significantly higher than the low margins and high logistics costs associated with the fashion and beverage industries.
The Fellas Studios founder also touched on the high cost of maintaining premium digital content. He revealed that every podcast under his studio’s umbrella costs a minimum of six figures annually to produce, covering expenses like high-end sets, legal fees, insurance, and in-house production teams.
Calfreezy stressed that to succeed in a saturated market, creators must optimize for viewer satisfaction by studying retention graphs and tailoring content to specific niches.
Reflecting on his 15-year career on YouTube, Callum Airey discussed his own transition from general entertainment to niche food content, which he credits with saving his personal channel from financial instability.
He admitted that at one point, his channel was losing nearly 500,000 pounds per year due to expensive, unfocused video concepts. By narrowing his focus to food and restaurant reviews, he found a sustainable business model that balanced his personal passion with commercial viability.
Looking toward the future, Callum Airey remains bullish on the growth of video podcasting, which he prefers to call building shows rather than just podcasts.
He predicts that 2026 will see a surge in professional athletes and traditional celebrities entering the creator space as digital media continues to offer higher financial rewards than some professional sports contracts.
Calfreezy concluded by encouraging those hesitant to enter the industry to take the leap, asserting that the media landscape will only continue to evolve in favour of digital-first creators.
