Ksi

• In October 2013 ksi signed with makers studios subnetwork polaris
• Since 2014 ksi YouTube group the sidemen have sold and distributed sidemen clothing merchandise
• In 2015 ksi published a biography titled I am a bellend the book was released on 24th September 2015 in the UK and 5 days later in US. And Ksi toured to support the book from its relesse until 4tg October 2015
• In 2016 ksi and the published sidemen the book which sold 26436 copies within 3 days and topped the hardback notification chart.
• In 4th August 2017 he tweeted that he would be leaving the sidemen citing conflicts with fellow member Ethan Payne. Shortly after he released a number of Diss tracks videos criticised members of this then formed group
• Ksi is an independent create online with no large media company financing and producing his online content
• Social media including concergent technology on mobile phones/apps allows for indie producers to become succesful
• The low budget videos in his early career are clearly from videos filmed in his bedroom
• Ksi has monetise his channel earning a lot of money
• Working with brands to advertise makes him earn money
• They must clearly label content as an AD if it had been paid for by his company
• Is a British with Nigerian rapper YouTube, entrepreneur and boxer
• Ksi is the co-founder of the British rap band the sidemen. He is also ceo of misfits boxing and Co owner of prime hydration XIX vodka and restaurant chain sides
• Ksi came to fame by uploading comedic gaming commentary videos of the fifa video game series. His video than diversified to include a vlog and comedy clips
• Ksi is also a succesful recording artist. His 2nd album all over the place debuted at number one on the uk album chart
• Ksi represents a brand more than a particular genre and takes pride in the diverse range of media products in the different genres he produces
• Ksi has been clever in anticipating trends of the past decade. Let's play comedy clips with sidemen prank videos Diss tracks
• Youtubers operate quite differently to traditional celebrities, instead of attracting fans with their beauty and luxury lifestyles influences rely on two main qualities authenticity and relatability
• Direct address to camera sat in bedroom or small studio cheap lo-fi production, use of lang associated with young urban men, slang mixed with street dialect and gaming terms this reinforces ksi authenticity
• Regularly has guests sometimes members of his own family
• Has produced media products in mainstream genres hip hop albums, music videos and live sporting events
• Also appeared guest on broadcast TV shows like the big narstie show, bake off blue Peter
• Ksi rewarches his old material and reacts to them with embarrassment
• Like many Youtubers especially e-sports players their own product exists adjacent to the main text.
• Ksi moved beyond this he harnessed popularity of his let's play video and used as a launchpad to publicise his scripted comedy and music products with sidemen
• The training montage, call out challenging to other potential biding rivals and live events use all of the conventions of the big budget professional boxing match
• The video of not over yet draws on cinematic representation of sport particularly rocky franchise
• Bauillard - asserts that in our media saturated company culture it is difficult to discern what is real and artificial. Often media texts pretend to reflect reality by mimicking the convention of news reportage or documentary
• Simulcrum= an imitation that appears more real than the thing it is imitating
• Youtubers build a strong relationship with their audience by appearing authentic and free from the trapping of traditional culture they need to appear relatable rather than idealised. Their success needs to appear achievable ksi based his whole career on simply proving people wrong
• This authenticity is just as constructed as other media products. The static computer camera domestic mise en scene and edgy banter are designed by ksi to create the impression of reality and construct his persona as the cooky cool older brother
• Influencers struggle to maintain this sense of authenticity when they become mainstream celebrities and Bussiness people. Ksi has tackled this by maintaining the cocky older brother persona albeit one that is more mature, responsible and mature. This has been best acheived through boxing career. When asked how genuine his beers were he admitted some of it isn't real
• Ksi has become far more sensitive to the way he represents different social groups in his media products, more conscious of impact he has on audiences seen kind of self regulation
• The cocky cool older brother persona could be a combination of many traditionally masculine traits highly competitive sports, video games, suspicious of feminity, motivated by success and victory. Lack of compromise rude and Impolite humour strength and endurance
• Ksi also represents a very positive portrayal of young black British men he failed his a levels through hard work and innovation ksi has become millionaire.
• His acronym stands for knowledge, strength and integrity
• And the way he seeks to manifest these values create a very positive portrayal of young people and their relationships with technology
• His boxing career is another way he represents positive values. He had never boxed before and the first fight with Joe weller seemed more like a scuttle that escalated an example of stereotypical machismo
• The commitments with which he trained and subsequent victories showed his ambition rather than arrogance. Dedication that leads to success from underdog to Victor is a traditional narrative in the sports movie genre especially boxing dramas like rocky genre
• Ksi has very blunt honest relationship with his fans and often personally responds to comments make about media products