KSI

  Powerlistee
  Media, Publishing, Entertainment, Sport

‘Make no mistake, I’m here to stay’, pledges KSI on his summer single release Catch Me If You Can. And he’s not joking. From winning early fame on YouTube, KSI (aka Olajide Olatunji) has gone on to establish himself as a formidable influencer, pro boxer, and musician, with a colossal online following of more than 75 million. He has nine Top 10 songs and a chart-topping album – 2021’s All Over the Place – to his name, along with four BRIT nominations.

KSI (‘knowledge, strength, integrity’) is co-founder and member of the British YouTube group known as the Sidemen, as well as CEO of Misfits Boxing and the co-owner of the cult hit drink Prime Hydration, XIX Vodka, and a restaurant chain known as Sides. Prime has sold its one-billionth bottle and forged partnerships with global sports organisations like the UFC, Arsenal, and FC Barcelona, while collaborating with the likes of Peso Pluma and Patrick Mahomes.

KSI was set to return to boxing with a staged fight against American mixed martial arts star Dillon Danis earlier this year, but it was cancelled after KSI fell ill. He was seen in action in October 2023 when he lost to Tommy Fury. But his boxing fixtures have proven highly lucrative. Business Insider reported that KSI’s amateur boxing match versus Logan Paul in 2018 generated around £8.5 million from pay-per-view revenue alone.

In 2020, The Sunday Times estimated KSI’s earnings to be £12 million a year; a year later, they believed that his estimated earnings had gone up by another £13 million. In 2023, Amazon Prime released a documentary, KSI: In Real Life, fronted by Louis Theroux.

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