KSI is easy to define but impossible to categorise. Knowledge. Strength. Integrity. Olajide Olatunji – or JJ – was 15 when he registered an account on YouTube and started uploading videos of himself playing video games, using three letters as his online alter ego.
This kickstarted a career that has turned KSI, now 29, into an all-conquering multimedia mogul. He has tens of millions of followers across social media. He’s a rapper who can sell out arenas, a boxer who can sell out those same arenas. He’s the head of a business empire that encompasses restaurants and impossible-to-source soft drinks.
KSI is an influencer with real influence but his staggering popularity can be hard to keep up with, especially if you’re over the age of 30.
So who is KSI?
“JJ, KSI, that guy on YouTube, that boxing guy, that musician. I’m just whatever,” he laughs. “JJ is me. I wake up and I look in the mirror and that’s me, JJ. KSI is my alter ego where I’m able to be a character, super confident, the one who’d get all the girls. JJ is introverted, keeps to himself, likes his own space, being a little nerd.
“Back in the day, I was always KSI, I was never myself. Having to be full of energy, always hype, always shouting. I always just had to keep
