KSI - Industry

How does KSI challenge Hesmondhalgh and Curran and Seaton?

• He is an independent creator online, with no large media company financing and producing his online content

Effect of social media

Social media including convergent tech on mobile phones/apps allows for independent producers to become successful

Budget - throughout the course of his career

• The low budget of his early videos is clear from the videos being filmed in low budget settings such as his bedroom. Less professional, eg lower quality editing

• His later videos clearly have a much higher budget reflecting his huge success over time

Appearances

Has appeared on professional higher budget programming such as Celebrity Bake Off and Celebrity Gogglebox

Monetisation

• The monetisation of his channel means he gets money for views

• Also means he can put ads on his channel, this can bring in large amounts of profit

• It’s been suggested that he can earn nearly £250,000 from a video just from advertising

• It is important for influencers who are doing ads to follow the rules set out by the Advertising Standards Authority, making it clear when content has been paid for by a brand. KSI has gotten into trouble before for not making this clear and was forced to remove content that he made for JD Sports as a result

• Endorsing products can also create revenue

Merchandise

• KSI has his own range of merch available on his website, which he promotes on his social media

• This is a way of increasing revenue

Documentary

• In 2023 Amazon Prime released a documentary about KSI called ‘KSI in Real Life’

• This is a way for KSI to promote himself as an influencer and increasing his audience, potentially targeting a global audience

Matching content

• One reason for KSI’s success is that he has matched his content to what is popular throughout his career

• In 2016 he made a lot of prank and gaming videos

• In 2017 he capitalised on the popularity of ‘diss tracks’ by reacting to them and making them himself

• In 2018 he shifted to more boxing related content as it had become popular with online audiences

Algorithms

• Social media site algorithms often promote videos that have more views, often people watch videos that are controversial and dramatic

• Therefore algorithms favour videos that have drama and conflict within them

• KSI therefore focuses on dramatic content eg fights, diss tracks, conflict etc as he knows they will be more viewed

• Offensive content will also get shared more. Thumbnails are designed tp be ‘click bait’

Regulation

• There is a lack of effective regulation on many social media sites including Youtube

• KSI has posted offensive and controversial content in the past eg homophobic and misogynistic jokes and gotten away with it

• This reflects the way social media influencers can often get away with content that more traditional media producers (Eg TV presenters cannot)

• Some of his content has been age restricted by Youtube

Controversy

• In 2012, he made a video approaching random women at a gaming convention and sexually harassed/assaulted them on camera

• Microsoft cut ties with him and he was forced to issue an apology

• Shows that whilst influencers benefit from controversy, they need to avoid being so controversial that they lose money

Self regulation

• He has self regulated his content in order to avoid controversy

• His content has become more family friendly over time

• This self regulation is something that social media influencers are doing to stay financially viable

Diversification

• He has diversified into other media areas to increase his revenue and decrease financial risk

• He has gone into the music industry, gaming industry, boxing, he’s the co-owner of prime, he owns XIX Vodka, has a restaurant chain etc

• In 2016 he partnered with Endemol to release the mobile game, ‘KSI Unleashed’

Record deal

• In 2022 for his music career he signed to Atlantic Records and Warner Music, giving him more power and financial backing for his music content.

• This reflects his increased success

• This is reflected in the higher production values of his recent music videos and albums