KSI, the multifaceted YouTube sensation turned musician, has just dropped his latest
single “Thick of it,” on Oct. 3, and the reactions are less than “harmonious.” It seems that while
KSI may be basking in the glow of his YouTube fame, his latest foray back into music has left
many listeners scratching their heads—or cringing outright. Based on a series of interviews with
fans and critics alike, it appears that this latest track might just be the soundtrack to a collective
eye-roll.
Let us get this out of the way: the word on the street (or at least among our interviewees)
is not exactly glowing. Descriptions ranged from “terrible” to “cringy,” with freshman Christoper
Morris declaring it “funny, comedic… and really bad.” In a world where authenticity reigns
supreme, KSI’s latest offering seems to have missed the mark, leaving listeners questioning if
they would have ever stumbled upon it had it not been for his social media stardom.
The crux of the debate hinges on whether KSI, who has “successfully” transitioned from
his initial rise to fame, gaming, to music, truly deserves his platform. Sophomore Josh Lukose
opined, “Sometimes they do, but in this case they do not.” While celebrities can leverage their
fame, not all should. Interestingly, though, many participants acknowledged KSI’s previous
accomplishments. “He did other stuff to get to where he is now,” junior Dashiell Lynch noted,
hinting at the complex interplay between content creation and the music industry. Yet, they also
pointed out the sense of laziness in his current work compared to earlier efforts. “His earlier
music was a lot better,” senior Jae Lee stated, suggesting that nostalgia for KSI’s more
innovative days is strong.
The discussion also ventured into the murky waters of celebrity collaborations. While
many agree that collaborations between YouTubers and mainstream artists can be productive,
there is a growing concern that these partnerships often feel like money grabs. “If it is really
good, I’m fine with it—this just isn’t the case with KSI,” Lukose added. “There should be an
emphasis on a desire for authenticity over just marketability.” In the age of TikTok and
Instagram, music discovery has evolved, allowing artists to amass followers before they even
release a track. While this democratizes the music landscape, it also poses challenges. The fear is
that stars like KSI could overshadow smaller, more talented musicians, simply because of their
existing fanbase. “Social media makes it easier for people to find smaller artists,” Morris stated.
As KSI navigates the mixed reception of his latest track, a growing trend of content
creators diving into the music industry is highlighted. Nowadays, social media fame can quickly
translate into chart success, allowing influencers to leverage their platforms—even if their
musical skills are questionable. This raises important questions about the balance between
authenticity and marketability. KSI’s experience serves as a reminder that while a strong online
following can help launch a music career, it does not guarantee quality. As the lines between
content creation and music blur, both artists and fans need to focus on finding genuine talent
amid the noise. For creators like KSI, the challenge is to move beyond their initial fame and
produce work that truly resonates. In this evolving landscape, the future of music may hinge on
whether these digital stars can turn their fleeting trends into lasting artistry