Is hard work the key to success? He may have started as a YouTuber, but now KSI rules over a kingdom of enterprises and media ventures, as well as an audience of tens of millions. He claims that his empire is built on nothing but hard work and perseverance.
The YouTuber who failed his A levels
Is hard work the key to success? He may have started as a YouTuber, but now KSI rules over a kingdom of enterprises and media ventures, as well as an audience of tens of millions. He claims that his empire is built on nothing but hard work and perseverance.
Named for the cultural period at the end of the Middle Ages, "Renaissance man" refers to an individual whose knowledge and skills span a number of disciplines.
The Italian polymathSomeone with a wide range of knowledge and learning. Leon Battista Alberti said in the 15th Century that "a man can do all things if he will". Leonardo da Vinci, for many the archetypalA perfect example of something. Renaissance man, was described as having a "feverishly inventive personality" and "unquenchableNot able to be satisfied by drinking. curiosity".
YouTuber and energy drink magnateA wealthy and influential businessman or businesswoman. KSI might have fit in as a Renaissance man. But while Alberti, for example, was a mere author, artist, architect, priest, linguist, cryptographer and philosopher, KSI's career spans the roles of social media influencer, boxer, musician, CEO, co-founder, entrepreneur, restaurateur, clothier, gamer, actor and more.
KSI, whose real name is Olajide Olayinka Williams Olatunji, started his rich career at the age of 15. In 2009, he started uploading gaming videos to YouTube under the alter ego KSI.
He describes himself as two people. JJ - the name he uses in real life - is "introverted", a "nerd" who "keeps to himself". KSI is a character who distils the most confident version of himself with hard work, energy and incorrigible ambition.
He dropped out of sixth form college to pursue a career making YouTube videos. And though his parents were dubious about his prospects as an internet celebrity, his fame ballooned: as of today, he has over 40 million subscribers across all of his channels.
He may have started on YouTube. But within a few years, he had transitioned into music, with successful rap albums charting in the UK; boxing, with highly-publicised matches against controversial YouTuber Logan Paul; and entrepreneurship, with a number of lucrative brands selling clothing, food and energy drinks.
His Prime brand of sports drinks, founded with another well-known online personality, was a particular hit. But the drink has generated controversy, with experts expressing concern that the beverages, which have a high concentration of caffeine, are marketed at children and adolescents. They are banned in several countries.
The 31-year-old from Watford emphasises his humble beginnings. But they have never stopped him from aiming for greatness. "People look at Michael Jordan and Ronaldo and Lewis Hamilton and all these huge people," he said in one interview. "I want to be up there with them."
His journey did not start off without a hitch. KSI faced a backlash from fans after using offensive language in his videos. But he has been praised for his willingness to apologise openly and with sincerity, with a genuine desire to learn from his mistakes.
Some have described KSI as a good role model for young people. He condemns Andrew Tate, speaks out candidly against racism and prides himself on his philanthropyGiving away (lots of) money to help people. .
What is behind his success? KSI puts it all down to industry and determination, saying that "hard work and self-belief can get you anywhere in this life". He has "Knowledge", "Strength" and "Integrity" inked across his body - the acronymAn abbreviation formed from the initial letters of other words and pronounced as a word. Nasa, for example. he is named for.
But others have their doubts. His success, they say, is built on exploitation of his audience - of their attention, their money, and now even their health.
Is hard work the key to success?
Yes: KSI is a perfect example of building your own success. Whenever he has seen an opportunity to enter a new field or start a new project, he has done so. This has helped to keep him relevant as a public figure, always offering his fans more content and opportunities.
No: KSI's career is built on exploitation. Prime energy drinks are a perfect example. People buy them because he convinces his audience that they need them, but they have far above the recommended amount of caffeine, create a dependency, and are marketed to children. His profit is our demise.
Or... What we should understand is that KSI is not a person so much as a brand now. When we talk about his success in a number of different areas, we should keep in mind that there is a huge team behind each of these ventures - it is not all just him.
Keywords
Polymath - Someone with a wide range of knowledge and learning.
Archetypal - A perfect example of something.
Unquenchable - Not able to be satisfied by drinking.
Magnate - A wealthy and influential businessman or businesswoman.
Philanthropy - Giving away (lots of) money to help people.
Acronym - An abbreviation formed from the initial letters of other words and pronounced as a word. Nasa, for example.
The YouTuber who failed his A levels
Glossary
Polymath - Someone with a wide range of knowledge and learning.
Archetypal - A perfect example of something.
Unquenchable - Not able to be satisfied by drinking.
Magnate - A wealthy and influential businessman or businesswoman.
Philanthropy - Giving away (lots of) money to help people.
Acronym - An abbreviation formed from the initial letters of other words and pronounced as a word. Nasa, for example.