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SideQuestMerchant (often abbreviated as SQM) is a digital media and content production brand founded in 2025 by British content creator and businessman Richard Hayward.^[1]The brand is primarily known for producing social media content focused on the Balkans, particularly North Macedonia.

SideQuestMerchant was established after Hayward relocated from the United Kingdom to North Macedonia three days after his final university exam.^[2] The brand began as a social media project and expanded into a broader media identity under the holding name "SQM Media", later rebranded "SQM Productions".

Its content focused on huge ideas designed, in Hayward's words, to 'break the internet' ^[3]. SideQuestMerchant quickly gained traction amongst local audiences, particularly the North Macedonian Youth.

SideQuestMerchant produces a combination of short-form video content across social media platforms as well as longer form YouTube videos. The videos often combine:

Cultural Comedy

Adventure Style Videos

Humorous or satirical framing

SideQuestMerchant operates under a holding entity known as SQM Media. The company structure has been described as large for a content creator, with up to eight people working for it. Production is centred around social media distribution rather than traditional broadcasting.

The brand has become particularly popular across the nation of North Macedonia. In December 2025, SideQuestMerchant won the 'Ubavina i Zdravje' Influencer Awards 2025 Arts & Entertainment Category.^[4]