An Interview With Canadian Content Creator Chloe Sunderland, aka Chloe Roma/Roma Army

Image Courtesy of Chloe Sunderland

Chloe Sunderland, known online as Chloe Roma, is an independent content creator and social media influencer based in Calgary, Alberta. Bypassing traditional career paths, Sunderland entered the creator economy full-time in January 2020 and has since built a massive independent media footprint, with an audience of millions on TikTok, Instagram, X, and YouTube.

As a solo creator, she runs her branded community, Roma Army, focusing on raw, unfiltered cultural commentary, men’s rights advocacy, and male mental health awareness. Her success relies on a direct-to-camera filming style that pulls in high audience retention. By leveraging her massive independent reach, Sunderland has expanded her brand to include media collaborations with Ground News and Télé-Québec, as well as brand partnerships with companies such as the men’s fragrance line VachCittoni.

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Q: You skipped the traditional job route to dive straight into making content full-time. What was your original plan for building the Roma Army brand?

Chloe Sunderland: It was all about discussing things mainstream media wouldn’t touch. Back in 2020, nobody was really talking about men’s rights or male mental health support online. I saw a massive opening to just sit in front of a camera and give raw, unfiltered commentary. I treated my channels like a lean startup from day one, focusing entirely on keeping people watching and engaging directly with my audience so I could stay totally independent.

Q: Managing a multi-million follower footprint completely on your own takes a lot of work. How do you handle the day-to-day side of things?

Chloe Sunderland: You have to be incredibly consistent and move fast because social media changes daily. I handle all my own production and keep my filming style off-the-cuff and direct, which keeps my overhead low and keeps things authentic for my viewers. On the business side, I make sure I’m never relying on just one platform by diversifying my revenue streams through ad revenue, direct sponsorships, and merchandise sales.

Q: Your Roma Army brand has grown to include commercial deals, such as your partnership with the fragrance line VachCittoni. How do you decide which brands to work with?

Chloe Sunderland: The brand has to fit my audience. My viewers are heavily invested in discussions about masculinity, hygiene, and men’s mental health, so a men’s perfume like VachCittoni makes perfect sense. When I look at sponsorships, I only work with brands that respect my unfiltered style and want direct access to a dedicated male audience. If a brand asks me to tone down my message, I don’t sign the contract.

Q: You’ve also worked with media outlets such as Télé-Québec and Ground News. How do these collaborations help you grow?

Chloe Sunderland: Collaborating with Ground News and contributing to a documentary with a broadcaster such as Télé-Québec helps show that independent creators carry real weight. It introduced my content to more mainstream audiences and professionals who might not normally find me on TikTok or YouTube. Ultimately, it drives fresh traffic directly to my social channels.

Q: What are your next big goals as a solo creator?

Chloe Sunderland: I want to continue expanding my digital reach and turn it into more real-world action. I’ve already partnered with groups like Drive for Youth Australia to raise awareness and money for male suicide prevention, and I want to scale those initiatives globally. From a business perspective, the goal is to grow my digital products, secure larger, multi-year sponsorships, and continue to prove that a solo content creator can earn more loyalty than a traditional network.