KSI

KSI (born Olajide Olayinka Williams Olatunji on June 19, 1993) is a British-Nigerian YouTuber, professional boxer, recording artist, and entrepreneur from Watford, England. He is best known as a founding member of the Sidemen, the UK's most successful YouTube collective, and as the co-founder of PRIME Hydration alongside Logan Paul.

KSI began his YouTube career in 2009 uploading FIFA gaming commentary videos before rapidly expanding into vlogs, challenges, and viral content. He has accumulated over 24 million subscribers on his main channel, making him one of the most-subscribed British YouTubers of all time.

Beyond YouTube, KSI has established himself as a legitimate professional boxer with a record of 6 wins, 0 losses, and 1 draw, a multi-platinum recording artist with collaborations spanning artists like Lil Wayne, Rick Ross, and Anne-Marie, and a co-founder of PRIME Hydration — a sports beverage brand that generated over $1.2 billion in revenue within its first two years on the market.

KSI launched his YouTube channel in 2009 at the age of 15, initially uploading FIFA gaming videos and commentary. His energetic personality, comedic timing, and willingness to respond directly to comments and fan feedback helped him rapidly grow his audience during YouTube's early gaming era.

By 2012, KSI had diversified his content into vlogs, challenges, and reaction videos, capitalizing on the growing demand for personality-driven content rather than pure gameplay. His controversial and often self-deprecating humor consistently drove views and engagement.

His channel today spans gaming, music videos, boxing highlights, vlogs, and cross-content with fellow Sidemen members. KSI's second channel, JJ Olatunji, supplements the main channel with more personal, unfiltered content.

Key Statistics

• 24M+ subscribers on main channel
• 7B+ total views across all content
• 2009 - Year channel launched
• Over 15 years of consistent content creation

In 2013, KSI co-founded the Sidemen — a collective of seven British YouTubers that quickly became the UK's most-watched and commercially successful creator group. Alongside KSI, the founding members include Miniminter, Zerkaa, TBJZL, Behzinga, Vikkstar123, and W2S.

The Sidemen produce weekly collaborative videos, host charity football matches that routinely attract over 50,000 live attendees, and operate the Sides brand — including clothing, food (Sides restaurants), and entertainment ventures. Their combined subscriber count across all channels exceeds 100 million subscribers.

KSI is widely regarded as the Sidemen's breakout star, having achieved the greatest mainstream crossover through his boxing career, music, and business ventures. However, all seven members have independently built multi-million subscriber channels and separate business interests.

KSI's boxing career began as a response to online feuds but quickly evolved into a legitimate athletic pursuit. His 2018 amateur fight against fellow YouTuber Joe Weller — which he won via TKO in the third round — generated millions of views and proved that creator boxing events could draw mainstream audiences.

This led to two monumental bouts against Logan Paul, first ending in a controversial split draw at Manchester Arena in August 2018, then a rematch in November 2019 at the Staples Center in Los Angeles — which KSI won by split decision. Both events broke pay-per-view records for online streaming and drew mainstream sports media coverage.

KSI continued his boxing career with victories over FaZe Temperrr, Swarmz, and professional boxer Luis Alcaraz Pineda, demonstrating a commitment to improving as a fighter rather than simply cashing in on celebrity matchmaking.

Professional Boxing Record

Official Record: 6 Wins – 0 Losses – 1 Draw

KSI's music career began as a comedic extension of his YouTube brand but evolved into a commercially successful and critically recognized body of work. His early tracks such as "Lamborghini" (featuring P Money) and subsequent singles demonstrated that he could produce music that resonated beyond his YouTube audience.

His 2020 single "Lighter" featuring Nathan Dawe peaked at number one on the UK Singles Chart, making KSI the first UK YouTuber to achieve a number one record. He has since released multiple studio albums and collaborated with established artists including Lil Wayne, Rick Ross, Anne-Marie, Yungblud, and others.

KSI has headlined sold-out UK arena tours and performed at major festivals, blurring the lines between internet celebrity and mainstream music artist. His music videos consistently accumulate hundreds of millions of views on YouTube.

Notable Tracks and Albums

• "Lighter" ft. Nathan Dawe – UK #1 single, 2020
• "Holiday" ft. Tom Grennan – Top 5 UK hit
• "Down Like That" ft. Rick Ross, Lil Baby, S-X – International collaboration, 2019
• "Lamborghini" ft. P Money – Breakthrough track
• All Over The Place – 2021 studio album
• DISSIMULATION – 2020 debut album, UK Top 10

In January 2022, KSI and Logan Paul — former rivals who had fought two boxing matches — co-founded PRIME Hydration, a sports drink and hydration brand. The partnership between two of the internet's biggest personalities created one of the fastest-growing consumer beverage brands in history.

PRIME generated over $1.2 billion in revenue within its first two years, a remarkable achievement for any consumer product, let alone one launched by content creators without traditional distribution infrastructure. Products routinely sold out in major retailers including Walmart, Costco, and ASDA.

The brand secured headline sponsorship deals with major sports organizations, including the UFC, Arsenal FC, LA Dodgers, and Patrick Mahomes, dramatically expanding brand recognition beyond the creators' existing audiences.

PRIME Key Facts

• Founded: January 2022
• Co-Founders: KSI & Logan Paul
• Year-2 Revenue: $1.2B+
• Key Partners: UFC, Arsenal FC, LA Dodgers
• Products: Hydration drinks, Energy drinks, Ice Pops
• Retail: Walmart, Costco, ASDA, Target

Beyond PRIME, KSI has invested in and co-founded several businesses alongside his Sidemen partners. The Sidemen collectively own and operate Sides, a fast-casual restaurant chain in the UK, as well as a merchandise and clothing line.

KSI is also a partner in Misfits Boxing, a promotional company for influencer and exhibition boxing events that he co-founded in 2020. The company has promoted numerous high-profile creator boxing cards across the UK and US, capitalizing on the mainstream appetite for the format that his fights against Logan Paul helped create.

Business Portfolio

• PRIME Hydration – Co-founder with Logan Paul, $1.2B+ revenue
• Misfits Boxing – Creator boxing promotional company
• Sides Restaurant – Fast-casual chain, co-owned with Sidemen
• Sidemen Clothing – Official merchandise and apparel brand
• XIX Vodka – Premium vodka brand
• Music Label – Independent music production and distribution

Major Accomplishments

• 🏆 UK #1 Single – "Lighter" (first UK YouTuber to achieve chart #1)
• 🥊 Undefeated Boxer – 6W–0L–1D professional boxing record
• 📺 24M+ Subscribers – One of the UK's most-subscribed YouTubers
• 💧 $1.2B Brand – PRIME Hydration, fastest-growing beverage in history
• 🎵 Multi-Platinum – Multiple platinum certifications across UK & internationally
• ⚽ Sidemen Charity Matches – Sold out 90,000-capacity Wembley Stadium (2023)
• 💼 Forbes 30 Under 30 – Recognized for business and entertainment impact
• 🌍 Global Influence – Over 100M+ combined social media followers