In 2007 he started Chocolate Cake Productions with friend Jed Wardley to release his instructional DVDs. Sandercoe was named as one of the UK's Top 10 YouTube Celebrities on The Telegraph Newspaper and The Independent newspaper called him "one of the most influential guitar teachers in history" and he has received accolades from many notable guitarists, including Steve Vai, Mark Knopfler, Brian May, Richard Bennett, and Martin Taylor, among others. The site runs on voluntary donations and purchases of products from the store from users and there are no fees for membership.
His videos on YouTube received 100 million views in August 2011, and on 20 July 2019 he reached 1,000,000 subscribers on the platform. As of 2016 there are nearly 1,000 free lessons watched by over 20,000 visitors a day from all around the world.
The site developed a modest following but once he began making instructional guitar videos for YouTube in December 2006, the site became one of the most popular guitar instruction web sites.
Sandercoe's official website was first launched on 31 July 2003, offering lessons as a sample to promote private one-on-one lessons.
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