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Whatculture is a rather large digital media company, similar to Buzzfeed. The guys who run WCPW were initially hired as writers, presenters, etc for their main website. The wrestling subchannel started picking up a lot of steam thanks to the "How WWE should have booked" videos, becoming their most popular branch. With the UK wrestling scene undergoing a huge resurgence they convinced their bosses to start up a promotion, the idea being they already had a larger global audience than any existing UK promotion. More subscribers than TNA etc.
The "How WWE should have booked" guy is booking it and the rest are also working on it (ie. being paid to do it) in various capacities.
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