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In a TV studio in north London, seven men whose ages run the gamut from 24 to 29 lackadaisically compete to win £1 million. They are filming a parody of Who Wants to Be a Millionaire? to be aired on YouTube, and the stakes could not be lower. While £1 million is still not exactly loose change to them individually, collectively these Sidemen are probably worth at least 18 times that much. The richest Sideman, JJ, having correctly answered the £1 million question, brandishes the winner’s fake cheque in a suitably blasé fashion.
So who are the Sidemen, and how come they are so wealthy? First off, if you are aged between 18 and 34, to use the customary marketing demarcations, you already know.
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