London-based couple Jake and Max have built a following of more than 100,000 across TikTok, Instagram, and YouTube by doing something deceptively simple: sharing their relationship as it really is.
Their mix of humour, lifestyle content, and candid conversations has landed them coverage in Metro, The Mirror, and Gay London Life — and now they’re preparing to launch a new series focused on queer-owned businesses and safe spaces.
From TikTok to the Newsroom
In May, Metro readers met the couple in its What I Rent series, where they described paying £1,500 for their one-bedroom South London flat and their hopes of eventually buying. “We watched the complex being built,” they told the paper, highlighting the realities of London’s housing market for young renters.
Earlier this year, The Mirror profiled Max’s experiences of being bullied for his sexuality during his school days. He explained how those challenges shaped his determination to live authentically and how representation online can help young LGBTQ+ people feel less alone.
And in Gay London Life’s Be You feature, Jake and Max spoke about the importance of visibility: “We’re proud to be part of shaping a more inclusive and positive narrative online,” they said.
Visibility as Normalcy
From the start, Jake and Max have said their content is about more than jokes. In a statement to followers they explained: “Our content isn’t just about laughs, it’s about visibility, connection, and creating a space where LGBTQ+ people feel seen in a natural, authentic and relatable way. We do this because we believe that normalising queer love in everyday life matters, and we’re proud to be part of shaping a more inclusive and positive narrative online.” That philosophy has become their calling card — everyday videos about chores, travel, or relationship dynamics that land with audiences precisely because they feel familiar.
A New Series With Real-World Impact
Now the couple are taking that ethos offline. In a note to supporters, they announced:
“We’re starting a new series on TikTok and Instagram that highlights queer-owned businesses, events, and spaces, in response to the hundreds of messages we get asking where gay men can meet other gay men outside of apps and clubs.
“We know how hard it can be to find spaces that feel welcoming, safe, and genuinely social and we want to change that. This series is about showcasing places where people can meet new people, make new friends, find new interests and spend time in a positive environment — all while supporting LGBTQ+ businesses that are often overlooked.
“It’s not just about meeting someone, it’s about building community and highlighting spaces that many people might not know exist.”
Community Over Symbols
The couple have also lent their voice to timely debates. When asked about the Premier League’s new initiative tied to Rainbow Laces, Jake and Max commented:
“Rainbow Laces has definitely helped many people feel supported and has done amazing work raising awareness across football. However, Stonewall and other LGBTQ+ charities play a crucial role in challenging attitudes and creating real change, so partnering with them is incredibly important.
“While we’re hopeful the Premier League’s new initiative will bring fresh ideas, we believe continuing to work alongside organisations like Stonewall is key to showing fans and players that LGBTQ+ rights matter, not just during campaigns, but every day. True inclusion means more than symbols — it’s about ongoing visibility, creating safe spaces, and having honest conversations that make everyone feel seen and valued all year round.”
Supporting Queer Culture in Shoreditch
Similarly, they’ve spoken out about the importance of local queer culture following the launch of a new gallery in East London.
“Queer visibility isn’t just about what we see online — it’s about creating real, physical spaces where queer stories and experiences are celebrated and shared,” they said. “SLQS Gallery opening in Shoreditch is a perfect example of exactly the kind of local, cultural space we need to make queer art and voices part of everyday life. Supporting galleries like this means visibility becomes more than a trend, it becomes a community. With more and more LGBTQ+ venues being closed it’s so important we push for these venues to do well.”
Coverage Beyond Pride Season
Jake and Max were also featured during Pride Month, with Gay London Life highlighting their approach to living authentically as influencers and as a couple. Though they described London Pride itself as “not the best pride I’ve been to,” they continue to see such events as important visibility moments — particularly when coupled with year-round efforts like their upcoming business series.
Looking Ahead
With their Authority Magazine profile (“Lessons from a Thriving Power Couple”) in the works and new outreach bringing them to wider audiences, Jake and Max are clear about their mission. As they explained recently: “We’re Jake and Max — a couple from London sharing relatable content about relationships, travel and everyday life as a couple.”
By turning everyday relatability into advocacy, and now by directing their platform toward real-world spaces, they are demonstrating how digital influence can translate into meaningful cultural visibility. Their next chapter will focus on building community: not just on screens, but in cafés, galleries, gyms, and bookshops where queer people can connect beyond apps and clubs.
For a generation searching for belonging, it’s exactly the kind of visibility project that could make London feel a little more like home.
Instagram: https://www.instagram.com/jakeandmax_/
TikTok: https://www.tiktok.com/@jakeandmax_
YouTube: https://www.youtube.com/@jakexmax