From FIFA to Forbes, KSI has become one of the most successful start-up stories throughout the music industry.
In an unexpected tradition of starting from YouTube, he has tarnished his shaky reputation he received in ’13 and has gone on to music stardom with the likes of Craig David, Rick Ross and Yungblud.
Breaking boundaries since his pinnacle rise – and he’s only just getting started.
Originally as an internet personality strife with making FIFA videos from the comfort of his own bedroom. He has ultimately broken his own comfort into becoming an international icon known for breaking the boundaries of countless genres, industries and expectations of a “YouTuber” – and with the Internet star drawing up two top ten songs in the space of a couple of weeks, I think it’s time we give him his due credit, don’t you think?
Merely starting out with his own DIY EPs with Keep Up in 2016, and entertaining singles like Lamborghini the year prior, KSI (formally known as Olajide “JJ” Olatunji) soon shed the laughing stock off his back, took himself far more seriously and gained instant momentum in the music industry. Not only creating the incandescent flavours of UK grime and polished rap, but also unafraid to exploit the tropes of popular music, KSI has broken ground like none other. In a short span of 5 years or so, it is a success story for the ages. Literally casting the tropes of Drake’s “started from the bottom,” his music has ultimately become more confident, competent and mature in production and artistry.
Don’t Play, Lighter, Really Love, Patience. The list is ever-growing and he becomes more and more hungry for growth and opportunity. You could certainly argue that it is easier to break through the music industry with an already avid fan base from his YouTube entertainment, and it essentially allowed him to do half a job. But that other half is equally as important. JJ still required the drive and ambition to shed those stereotypes, that reputation of him and go on to do greater.