KSI

• Media Language

  • KSI is more of a brand than a single genre.
  • Uses direct-to-camera, lo-fi videos to create authenticity and relatability.
  • Content includes comedy, gaming, music, pranks, diss tracks, and sports.
• Media Language

  • Embraces trends and keeps evolving (e.g. music videos, boxing events).
  • Early videos were crude and controversial, now more professional and self-aware.
  • Applies postmodern theory (Baudrillard) – constructs a relatable persona that feels real, though it's carefully produced.
• Representation

  • KSI’s image evolved from immature humour to a more mature and inspiring figure.
  • Represents a positive image of a young, Black British man succeeding independently.
  • Reflects traditional masculinity (competitive, strong, driven), especially through boxing.
• Representation

  • Self-regulates and has responded to criticism on past content (e.g. sexist or homophobic jokes).
  • Embraces Judith Butler’s gender performativity – plays a masculine role through dress, posture, and tone.
  • David Gauntlett’s identity theory: KSI’s journey inspires fans to shape their own identities.
• Media Industries

  • From no-budget content to massive pay-per-view events and international music collabs.
  • Model of “make local, distribute global” – British identity with global reach (e.g. Logan Paul fight, Lil Wayne collab).
  • Built independent media empire: Misfits Boxing, Nemedis Productions.
• Media Industries

  • Bypasses traditional gatekeepers, unlike mainstream media, refuting Hesmondhalgh’s idea of big institutions dominating creativity.
  • Capitalises on digital convergence and prosumer culture.
• Audiences

  • Target audience: Young males, especially those into gaming, sports, or YouTube culture.
  • Appeals through “lad culture” banter and DIY success story.
• • Audience interpretations vary: Stuart Hall - Reception Theory
  • Younger fans see him as relatable/inspirational. (Dominant)
  • Older or conservative viewers may be critical. (Oppositional)
  • Engages fans directly through social media and “Old vs New KSI” videos showing growth. (Negotiated -Admirable but problematic past)
• Audiences

  • Van Zoonen: Challenges media stereotypes through independent, diverse representation.
  • Henry Jenkins: Started as a fan (of FIFA), became a prosumer, and now inspires fans to do the same.
• Product Context

  • JJ Olatunji (KSI) is a British-Nigerian YouTuber, rapper, boxer, and entrepreneur.
  • Co-founder of The Sidemen, CEO of Misfits Boxing, and co-owner of Prime Hydration and other ventures.
  • Rose to fame through FIFA gameplay videos and has diversified into music, boxing, and business.