After 18 months of rapid growth on X (formerly Twitter) through viral short-form video content, opinionated tweets, and articles, Matisse launched his current YouTube channel, "MAH." Networking online during the 2020 lockdown provided him with a supportive group of fellow creators. Using savings from his sales consultant job at Virgin Active, he transitioned to full-time YouTuber, facing the challenge of quickly becoming self-sufficient and monetized.

The 2021 lockdown presented an opportunity to connect with other YouTube creators through collaborations and virtual panel shows. Interviews with figures like Peter Drury, Darren Bent, and Asmir Begovic allowed for a mix of entertaining and informative content. Alongside watch-alongs, a steady stream of traditional football video content, including previews, reviews, and news coverage, helped Matisse grow his channel to over 10,000 subscribers and achieve full monetization.

Matisse continued to develop his series, "The Roundabout," offering a creative take on the biggest headlines in sports. He experimented with in-person collaborations, including stadium previews and podcasting. A short stint on Twitch provided financial flexibility, allowing him to invest further in a studio background and equipment. Strong opinions on topics like Lukaku's exit and the Ricketts takeover led to opportunities in mainstream media on platforms like Sky Sports, TalkSPORT and the BBC.

A shift in strategy towards prioritizing quality over quantity helped Matisse achieve his childhood goal of reaching 100,000 subscribers. Networking with directors, producers, and sound/lighting experts led to significant investment in a new studio for both football and podcasting content. A vlog series focused on the UEFA Conference League allowed for travel to new countries, embracing new cultures and activities. Skits were produced to a higher standard and integrated into existing content.

The YouTube channel surpassed 150,000 subscribers, with engagement and interaction reaching new heights. The focus on quality led to securing the channel's biggest brand deals, including collaborations with companies like EAFC, Coca Cola, Mastercard, the Premier League, and the UEFA Champions League. The "Branching Out" podcast was launched and consistently achieved six-figure views per episode. Additionally, a short-form content strategy was developed for Instagram and TikTok platforms.