KSI, whose real name is Olajide Olayinka Williams Olatunji, is a British content creator who built a global entertainment empire across YouTube, music, boxing, and business. Born June 19, 1993, in London, he transformed from a teenage FIFA gamer into one of the UK’s most influential digital entrepreneurs, with over 44 million YouTube subscribers and multiple successful ventures, including Prime Hydration.
Since starting his channel in 2009, KSI has become more than just a YouTuber. He co-founded the Sidemen collective, fought professional boxing matches that drew millions of viewers, released chart-topping albums, and built businesses generating hundreds of millions in revenue. In 2026, he joined Britain’s Got Talent as a permanent judge, marking another career milestone.
From FIFA Videos to YouTube Stardom
KSI launched his YouTube journey in 2009 under the username KSIOlajidebt, uploading FIFA gaming commentary from his bedroom in Watford. His animated reactions and humor quickly set him apart in the crowded gaming space. By the early 2010s, he had become one of the UK’s top gaming creators.
He expanded beyond FIFA to include challenge videos, vlogs, and comedy sketches. Today, KSI operates multiple channels, with his main music channel (KSI) reaching over 24 million subscribers and his vlog channel (JJ Olatunji) reaching 16 million. Combined, his channels have generated more than 14 billion views.
The username “KSI” stands for Knowledge, Strength, Integrity. What began as bedroom FIFA commentary evolved into professional production with dedicated teams. You can follow his journey on Instagram, where he shares behind-the-scenes content with over 13 million followers.
The Sidemen and Collective Success
In 2013, KSI co-founded the Sidemen alongside six other British YouTubers: Simon Minter (Miniminter), Joshua Bradley (Zerkaa), Tobi Brown (TBJZL), Ethan Payne (Behzinga), Vikram Barn (Vikkstar123), and Harry Lewis (W2S). The group’s collaborative content built one of the most successful creator collectives in the world.
The Sidemen channel now has over 21 million subscribers. Their annual charity football match became a cultural event, with the 2024 match breaking records at 2.5 million live viewers and earning a Guinness World Record.
Beyond content, the Sidemen built a business empire. They launched Sidemen Clothing (2014), Sides restaurant chain (2021), Side+ subscription platform (2021), Best Cereal (2024), and Upside VC (2025). The Sunday Times Gaming Rich List valued their collective assets at over £50 million in 2024.
Their charity initiatives raised over £8.5 million, demonstrating how creator influence drives real-world impact.
Boxing Career and Influencer Fighting
KSI entered boxing in 2018 with a match against fellow YouTuber Joe Weller, winning by technical knockout at London’s Copper Box Arena. The event proved that YouTuber boxing could draw massive audiences, with millions watching online.
This led to the most anticipated influencer boxing event: KSI versus Logan Paul. Their first fight in August 2018 ended in a majority draw. The November 2019 rematch saw KSI win by split decision. These matches generated over 2 million pay-per-view buys and established influencer boxing as legitimate entertainment.
KSI continued fighting, defeating Swarmz and Luis Alcaraz Pineda in August 2022, FaZe Temperrr in January 2023, and Joe Fournier in May 2023. In October 2023, he lost to professional boxer Tommy Fury by unanimous decision.
Beyond fighting, KSI co-founded Misfits Boxing in 2022. The promotion company organizes influencer boxing events and helps legitimize the sport. In January 2026, KSI announced his retirement from boxing to focus on music, business, and television. His boxing career transformed how audiences view creator-athlete crossovers.
Music Success and Chart Performance
KSI turned professional in music after signing with RBC Records and BMG in 2019. His debut album “Dissimulation” (2020) peaked at number two on the UK Albums Chart, showcasing his evolution from comedy rap to serious artistry.
His second album, “All Over the Place” (2021), reached number one on the UK Albums Chart. The project featured Lil Wayne, Future, and Anne-Marie. Songs like “Holiday” and “Don’t Play” received heavy radio rotation. “Not Over Yet,” featuring Tom Grennan, achieved platinum certification with over 600,000 sales.
In November 2024, KSI received the BRIT Billion Award for surpassing one billion UK streams. His track “Thick of It,” featuring Trippie Redd, earned a nomination for Song of the Year at the 2025 BRIT Awards.
KSI’s music success extends internationally. He toured India in January 2026 and maintains strong engagement on TikTok (12.2 million followers), helping promote releases to younger audiences. According to Wikipedia, The Times ranked him as Britain’s biggest influencer in 2020, recognition driven largely by his music breakthrough.
Business Empire and Prime Hydration
KSI’s most successful business venture is Prime Hydration, co-founded with Logan Paul in January 2022. The sports drink brand exploded in popularity, generating $1.2 billion in global sales by 2024. Prime’s success came from strategic celebrity partnerships, aggressive marketing, and distribution deals with major retailers.
The brand secured high-profile sponsorships with UFC, Arsenal FC, FC Barcelona, and the LA Dodgers. These partnerships put Prime in front of millions of sports fans. The drinks sold out repeatedly at launch, creating scarcity that drove demand. Prime expanded beyond sports drinks to include energy drinks and hydration sticks.
Congo Brands serves as Prime’s parent company. While exact ownership percentages aren’t public, industry estimates suggest KSI owns approximately 20% of Prime. If accurate, his stake could be worth hundreds of millions of dollars.
Beyond Prime, KSI launched XIX Vodka, targeting the alcoholic beverage market. He also partnered with Logan Paul and MrBeast on Lunchly, a meal kit brand competing with similar products. These ventures show his strategy of identifying market opportunities and using his influence to capture market share.
Through the Sidemen, KSI co-owns Sides restaurants, Best Cereal, and Upside VC. Each venture diversifies his income beyond content creation. Forbes estimated his 2023 earnings at $24 million, ranking him the second top creator globally that year.
Net worth estimates for KSI range from $100 million to $150 million as of 2025. His YouTube channels generate between $75,000 and $105,000 monthly from ad revenue alone. Boxing matches reportedly earned him up to $32 million for the Logan Paul rematch. Add business stakes, music royalties, and endorsements, and his total wealth likely exceeds most estimates.
Britain’s Got Talent and Recent Projects
KSI appeared as a guest judge on Britain’s Got Talent in 2025, bringing his energetic personality to the panel. Audience response was positive, and producers announced in September 2025 that he would become a permanent judge for the show’s 19th series in 2026. He replaced Bruno Tonioli on the panel.
In his announcement, KSI expressed excitement about joining the show full-time. He emphasized his energy and commitment to making the 2026 season the most entertaining yet. The role marks his entry into traditional television after building his career online.
The Sidemen released a documentary called “The Sidemen Story” on Netflix in January 2024. Executive produced by Louis Theroux, the film explored the group’s rise from bedroom YouTubers to business moguls. It provided behind-the-scenes access to their operations and personal lives.
Earlier, KSI starred in his own documentary “KSI: In Real Life” on Amazon Prime (2023). These projects show his willingness to be vulnerable and share his journey with audiences beyond YouTube.
Following his boxing retirement in January 2026, KSI toured India with live performances. The international expansion demonstrates his global reach. He continues releasing music and managing his business portfolio while maintaining his YouTube presence.
His focus now centers on entertainment and entrepreneurship rather than athletic competition. Britain’s Got Talent role gives him mainstream television exposure while keeping him connected to the talent discovery process.
Cultural Impact and Influence
KSI’s influence extends beyond subscriber counts and business revenue. He pioneered the path from gaming YouTuber to multimedia entertainer. Many creators now follow the blueprint he established: build an audience, diversify into multiple industries, and leverage influence to create businesses.
Forbes ranked him the second top creator in 2023, recognizing his earnings and cultural impact. The Sunday Times placed him second on their list of top 100 UK influencers in 2019, then named him Britain’s biggest influencer in 2020. These rankings acknowledge his role in shaping UK creator culture.
The Sidemen’s charity work raised over £8.5 million through their annual football matches and other initiatives. Their 2024 charity match drew 2.5 million live viewers, setting a Guinness World Record. This demonstrates how creator influence can drive real-world impact.
KSI’s success helped legitimize YouTube as a career path. When he started in 2009, content creation was considered a hobby. Today, it’s a respected profession partly because creators like KSI built sustainable, multi-million dollar enterprises.
His boxing ventures popularized influencer fighting. Promotions now regularly feature YouTubers and social media stars. Love it or hate it, influencer boxing became a viable entertainment category because KSI proved it could generate massive viewership and revenue.
As a Black British creator, KSI broke barriers in a space where representation mattered. His success opened doors for diverse creators and showed that backgrounds don’t limit potential in digital spaces.
His total reach exceeds 14 billion views across all platforms. Millions follow his daily life on social media. He shaped how a generation consumes entertainment and thinks about career possibilities in the digital age.
Looking forward, KSI continues expanding his influence. His Britain’s Got Talent role introduces him to audiences who might not follow YouTube. His businesses keep growing. His music reaches new markets. Each move reinforces his position as one of the most influential British entertainers of his generation.
