---
title: "New Waves, Who Dis?"
description: "The UK YouTube production company Tom co-founded with Sam Hilton, which made 182 videos and 352,276,641 views in Tom's record, including the KKK prank, the Prime bottle walkout and The Biggest Menace, and took client work from the BBC, Google, YouTube, JD Sports, EE and Universal Music Group."
canonical: https://tomsharman.com/case-studies/new-waves-who-dis/
updated: 2026-10-25
---

# New Waves, Who Dis?

> The UK YouTube production company Tom co-founded with Sam Hilton, which made 182 videos and 352,276,641 views in Tom's record, including the KKK prank, the Prime bottle walkout and The Biggest Menace, and took client work from the BBC, Google, YouTube, JD Sports, EE and Universal Music Group.

## At a glance

- Client: Niko Omilana, TheBurntChip, Calfreezy, ChrisMD, JiDion, Ollie Ball, Jacob Pasquill, Culture Force, BBC, Google, YouTube, JD Sports, EE, Universal Music Group
- Tom's role: Co-Founder and Head of Talent Management, New Waves, Who Dis? (Jun 2021 to Nov 2023). Creative and format development, production and delivery, commercial and client acquisition, and talent management.
- Years: 2021 to 2023
- Platforms: YouTube, TikTok, Twitch

## In short

- A UK YouTube production company co-founded by Tom and Sam Hilton, June 2021 to November 2023. [site data: career newwaves]
- 182 videos and 352,276,641 views filed under it in Tom's record. [site data: library]
- It made the two most watched videos in Tom's record: the KKK prank and the Prime bottle walkout. [site data: library]
- Tom produced The Biggest Menace, a seven part series with Niko Omilana and JiDion. [vault: New Waves, Who Dis?]
- Corporate client work came from the BBC, Google, YouTube, JD Sports, EE and Universal Music Group. [site data: career newwaves]
- Tom represented Ollie Ball, Jacob Pasquill and Culture Force directly as agent. [site data: career newwaves]
- It wound down in November 2023. [site data: career newwaves]

## The starting point

Tom came to it from Clash of Creators, the charity football match he co-founded with Callum Glanville, February to August 2021. [site data: research/cases/clash-of-creators]
His link to Calfreezy went back to Rebel FC, the football club he ran content for in 2018 to 2019. [vault: Rebel FC]
The company was built on two founders and a producer. [vault: New Waves, Who Dis?]

## What Tom did

Tom worked all four lanes of the business: creative and format development, production and delivery, commercial and client acquisition, and talent management. [site data: career newwaves]
He produced the KKK prank video end to end and owned its packaging and release. [site data: career newwaves]
He produced The Biggest Menace. [site data: career newwaves]
He produced 27 long form videos for TheBurntChip, including formats he created such as YouTuber Come Dine With Me. [site data: research/cases/theburntchip]
He represented Ollie Ball, Jacob Pasquill and Culture Force as their agent. [site data: career newwaves]
Most of the company's videos are filed in his record under Produced, Format and strategy, and Talent supplied. [site data: library involvement]

## How it was made

**The creators.** Tom's record splits the 182 videos by channel. [site data: library]
- Niko Omilana: 7 videos, 134,562,641 views. NDL, his second channel: 6 videos, 18,725,532 views.
- Sidemen: videography on 2 videos, 39,270,700 views. Angels Management sourced the talent for a third, the OnlyFans Olympics.
- TheBurntChip: 27 videos, 52,004,088 views.
- Calfreezy: 10 videos, 33,011,849 views.
- JiDion: 4 videos, 31,176,699 views.
- AnEsonGib: 13 videos, 10,953,803 views.
- ChrisMD: 1 video, 7,621,280 views.
- Jacob and Ollie Ball: 86 videos, 2,312,557 views.
- Liam Bedford: 12 videos, 1,982,068 views.
- XCAD Network: 6 videos, 312,952 views.

**The headline work.**
- The KKK video, I Pranked America's Most Racist Man, 13 May 2022: 47,563,094 views. See [the KKK video](/case-studies/kkk-video/). [site data: library umNjlp2LObM]
- The Prime bottle, SNEAKING Into KSI's Boxing Match (In the ring), 5 September 2022: 29,996,382 views. See [the Prime bottle](/case-studies/niko-prime-bottle/). [site data: library VeYRaOV0I_Y]
- The Biggest Menace, seven episodes and a trailer across Niko's and JiDion's channels, from 21 March 2023. See [The Biggest Menace](/case-studies/the-biggest-menace/). [site data: research/cases/the-biggest-menace]
- XCAD Network's first flagship live event, streamed from Times Square on 16 June 2022. See [the XCAD launch](/case-studies/xcad-launch/). [site data: research/cases/xcad-launch]
- Clash of Creators, 25 July 2021, which raised £12,754 for Mind. See [Clash of Creators](/case-studies/clash-of-creators/). [site data: research/cases/clash-of-creators]

**The brand work.** EE put Ollie Ball in EE Ultimate Gamer, a six hour Twitch stream on EXCEL's channel on 30 March 2022, with Munya Chawawa. [web: https://newsroom.ee.co.uk/ee-and-excel-esports-launch-ee-ultimate-gamer-featuring-comedian-munya-chawawa-and-tiktoker-ollie-ball/]
Ollie and Jacob made two Prime Hydration UK Chuck or Scran videos in January 2022. [site data: library kBC9nqF5bq8]
See [EE x England with Ollie Ball](/case-studies/ee-england-ollie-ball/).

## The results

- 182 videos and 352,276,641 views in Tom's record. [site data: library]
- 166 of them, with 338,657,351 views, fall inside the company's dates. [site data: library]
- Ranks 1 and 2 of 720 in Tom's record. [site data: library]
- 8 of TheBurntChip's top 12 all time videos. [vault: New Waves, Who Dis?]
- Six corporate clients. [site data: career newwaves]
- Press on the KKK video from The Independent, Indy100, the Arkansas Times and WalesOnline, none naming Tom or the company. [site data: press.json]

## What it proves

Tom's own reading of why it closed: it worked, and it could not be delivered by anyone except its two founders. [site data: career bigbreak]
Creators wanted to work with Tom and Sam by reputation, and every attempt to outsource production or grow the team past the founders and their producer failed. [vault: New Waves, Who Dis?, open questions]
Tom calls it the most instructive story in the record: a business that only its founders can deliver is a job with extra risk. [vault: New Waves, Who Dis?, open questions]
The stories that sit under it: [vault: New Waves, Who Dis?]
- We closed a company that was working.
- Every time we tried to hire, it broke.

## Coverage and links

- The Independent, 16 May 2022, on the KKK video. [web: https://www.independent.co.uk/tv/culture/kkk-leader-youtube-prank-niko-omilana-b2080008.html]
- Dexerto on how to watch The Biggest Menace. [site data: press.json]
- EE Newsroom, 24 March 2022, on EE Ultimate Gamer with Ollie Ball. [web: https://newsroom.ee.co.uk/ee-and-excel-esports-launch-ee-ultimate-gamer-featuring-comedian-munya-chawawa-and-tiktoker-ollie-ball/]
- IMDb lists The Biggest Menace. [vault: New Waves, Who Dis?]
- No coverage found names New Waves, Who Dis? or Tom. [site data: press.json names_tom false]

## The numbers

- 352,276,641: views across 182 videos filed under New Waves, Who Dis? in Tom's record (Verified)
- 47,563,094: views on I Pranked America's Most Racist Man, the most watched video in Tom's record (Verified)
- 29,996,382: views on SNEAKING Into KSI's Boxing Match, the Prime bottle walkout, second in Tom's record (Verified)
- 6: corporate clients: BBC, Google, YouTube, JD Sports, EE and Universal Music Group (Tom supplied)
- 8 of 12: of TheBurntChip's top 12 videos made with Tom (Tom supplied)
- Jun 2021 to Nov 2023: the life of the company (Verified)

## Key videos

- [I Pranked America's Most Racist Man](https://tomsharman.com/videos/umNjlp2LObM/index.md): 47,563,094 views, 13 May 2022. The KKK video. Produced end to end, packaging and release included. Rank 1 of 720.
- [SNEAKING Into KSI's Boxing Match (In the ring)](https://tomsharman.com/videos/VeYRaOV0I_Y/index.md): 29,996,382 views, 5 September 2022. The Prime bottle walkout. Rank 2 of 720.
- [20 WOMEN VS 1 SIDEMEN: JIDION EDITION](https://tomsharman.com/videos/WB4LhvhLzlw/index.md): 21,246,741 views, 3 July 2022. New Waves, Who Dis? provided the videography; the Sidemen produced and owned it.
- [I Held A Funeral For KSI's Hamster….](https://tomsharman.com/videos/QJ-qJY9t4wI/index.md): 16,319,579 views, 21 May 2022. Calfreezy's most watched video in Tom's record.
- [We Pranked The Mona Lisa](https://tomsharman.com/videos/GtXoxMyQ3VM/index.md): 12,871,607 views, 26 March 2023. Episode one of The Biggest Menace, the series Tom produced.
- [PREMIER LEAGUE vs SUNDAY LEAGUE Football Pitch](https://tomsharman.com/videos/Pjpa-iGbdYI/index.md): 7,621,280 views, 2 September 2022. The ChrisMD video in Tom's record.

## Links

### Videos

- [YouTube: I Pranked America's Most Racist Man](https://www.youtube.com/watch?v=umNjlp2LObM)
- [YouTube: SNEAKING Into KSI's Boxing Match (In the ring)](https://www.youtube.com/watch?v=VeYRaOV0I_Y)

### Press

- [EE Newsroom: EE and EXCEL ESPORTS launch EE Ultimate Gamer featuring Munya Chawawa and TikToker Ollie Ball](https://newsroom.ee.co.uk/ee-and-excel-esports-launch-ee-ultimate-gamer-featuring-comedian-munya-chawawa-and-tiktoker-ollie-ball/)
- [The Independent: YouTuber pranks KKK leader into saying 'BLM' during fake BBC interview](https://www.independent.co.uk/tv/culture/kkk-leader-youtube-prank-niko-omilana-b2080008.html)

### More

- [IMDb: The Biggest Menace](https://www.imdb.com/title/tt27525158/)


## Read next

- https://tomsharman.com/case-studies/kkk-video/
- https://tomsharman.com/case-studies/niko-prime-bottle/
- https://tomsharman.com/case-studies/the-biggest-menace/
- https://tomsharman.com/case-studies/theburntchip/
- https://tomsharman.com/case-studies/theburntchip-sri-lanka/
- https://tomsharman.com/case-studies/xcad-launch/
- https://tomsharman.com/case-studies/clash-of-creators/
- https://tomsharman.com/case-studies/ee-england-ollie-ball/
- https://tomsharman.com/case-studies/niko-omilana/
- https://tomsharman.com/most-watched/