KSI Reflects on Early Fame, Controversy, and Musical Success

omidbasir- In a recent conversation with Akinfenwa, YouTube sensation KSI candidly discussed his recognition from a young age, the pressures he faced early on, and his boxing matches against Jake Paul and Tommy Fury.

KSI elaborated on his transition into music, revealing how he transformed the backlash from the launch of Lunchly—his food brand created in collaboration with MrBeast and Jake Paul—into a marketing opportunity for his diss track, “Thick Of It.”

The controversy arose when DanTDM criticized the trio for promoting unhealthy, pre-packaged lunch meals aimed at impressionable young audiences. Instead of shying away from the criticism, KSI utilized it to his advantage, ultimately attracting attention from rap star Drake.

During his appearance on the Beast Mode On podcast, KSI stated: “I’ve mentioned this several times, but the whole situation with ‘Thick Of It’ happened when we faced intense backlash after launching Lunchly with Mr. Beast and Logan Paul. We were being attacked online, with people claiming we were trying to poison the kids with our new product. The internet was going wild with extreme reactions.

“Faced with this overwhelming negativity, I had a choice: I could get angry and lose, or I could channel my frustration into promoting my song. I opted for the latter. I began tweeting back at DanTDM, turning the situation into memes while also promoting my song. At one point, I dropped hints about my diss track aimed at him, creating anticipation among the audience.

“Eventually, I incorporated DanTDM’s logo into my music video, whether in the trailer or the final cut, which built intrigue and excitement around the diss track. The controversy fueled interest, and suddenly, ‘Thick Of It’ gained traction—people began creating memes, half-deriding and half-acknowledging its quality. The buzz reached a point where Drake himself reached out to me, even featuring my song in one of his reels. It all spiraled into something incredible.”

KSI’s YouTube channel, which he launched in 2009, initially garnered attention through his FIFA game commentary. Over the years, he expanded his content to include vlogs and comedic skits, earning recognition as the second most influential online creator in the UK according to the Sunday Times in 2019.

Listeners can access the Beast Mode On podcast on YouTube and Spotify, with all episodes available for free.