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FOUNDERS STORY

Joe Gilmore’s journey into digital media began in 2014, crafting short-form Vines during his A-levels purely for fun. What started as a hobby quickly became a career. After freelancing for notable platforms like Bleacher Report, SPORTbible, and Oddschecker, Joe secured a role at JOE Media, where his creative spark ignited global success.
Joe Gilmore’s journey into digital media began in 2014, crafting short-form Vines during his A-levels purely for fun. What started as a hobby quickly became a career. After freelancing for notable platforms like Bleacher Report, SPORTbible, and Oddschecker, Joe secured a role at JOE Media, where his creative spark ignited global success.

At JOE, Joe with his close-friend Kristian pioneered the “headswap” content format, a viral sensation superimposing people’s heads into humorous, reactive scenarios spanning sports, news, and politics. His work captivated audiences, amassing over a billion views, with highlights including the iconic Still M.A.Y video, the most shared YouTube video of 2019, and a series of headswap songs in collaboration with Swedemason. In late 2019, Joe transitioned into presenting, debuting with the culturally significant “Wigan Kebab” video, a heartfelt ode to Northern England that remains a meme staple. Soon after, he interviewed high-profile figures, including a memorable sit-down with Jurgen Klopp at Anfield where they played Ludo.

At JOE, Joe with his close-friend Kristian pioneered the “headswap” content format, a viral sensation superimposing people’s heads into humorous, reactive scenarios spanning sports, news, and politics. His work captivated audiences, amassing over a billion views, with highlights including the iconic Still M.A.Y video, the most shared YouTube video of 2019, and a series of headswap songs in collaboration with Swedemason. In late 2019, Joe transitioned into presenting, debuting with the culturally significant “Wigan Kebab” video, a heartfelt ode to Northern England that remains a meme staple. Soon after, he interviewed high-profile figures, including a memorable sit-down with Jurgen Klopp at Anfield where they played Ludo.

Joe’s next chapter saw him join LADbible as a Senior Social Creative, bridging editorial and commercial teams. His standout achievements include the PlayDay PS5 launch campaign, which won Commercial Campaign of the Year in 2021. He also partnered with internet sensation Niko Omilana during the 2021 London Mayoral election, hosting a speed debate with Sadiq Khan. In 2022, Joe launched LADculture, a brand marketing strand that aligned LADbible with top European festivals and cultural icons. Notable projects included the viral interview with iShowSpeed at the Sidemen Charity Match, which garnered over 100 million views.

Joe’s next chapter saw him join LADbible as a Senior Social Creative, bridging editorial and commercial teams. His standout achievements include the PlayDay PS5 launch campaign, which won Commercial Campaign of the Year in 2021. He also partnered with internet sensation Niko Omilana during the 2021 London Mayoral election, hosting a speed debate with Sadiq Khan. In 2022, Joe launched LADculture, a brand marketing strand that aligned LADbible with top European festivals and cultural icons. Notable projects included the viral interview with iShowSpeed at the Sidemen Charity Match, which garnered over 100 million views.

In 2023, Joe joined Arcade Media, the team behind the Sidemen, where he produced content for their paid platform, Side+. From innovating podcast formats to marketing campaigns like HUMBLE KSI, driving Side+ to its most successful sale outside of Christmas.

In 2023, Joe joined Arcade Media, the team behind the Sidemen, where he produced content for their paid platform, Side+. From innovating podcast formats to marketing campaigns like HUMBLE KSI, driving Side+ to its most successful sale outside of Christmas.

In 2024, Joe founded GILMEDIA to bring his expertise in creating high-impact digital campaigns to brands and publishers. Combining a decade of experience driving billions of views and delivering exceptional ROI, GILMEDIA has already become a trusted partner for clients seeking innovative and effective marketing strategies.


Joe Gilmore’s ethos is simple: connect culture, creativity, and commerce to deliver unparalleled results

In 2024, Joe founded GILMEDIA to bring his expertise in creating high-impact digital campaigns to brands and publishers. Combining a decade of experience driving billions of views and delivering exceptional ROI, GILMEDIA has already become a trusted partner for clients seeking innovative and effective marketing strategies.


Joe Gilmore’s ethos is simple: connect culture, creativity, and commerce to deliver unparalleled results

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