Dissimulation was the biggest breakthrough of 2020, how did you achieve that?
“Social media and online! I have the ability to promote myself and reach my audience better than many artists, who don’t have the power that I have. The same thing will happen this year as well. I’m going to be releasing an album in the middle of this year, and it’s also going to do bits. Just like all my singles are doing bits. I understand the industry, I know how to make it work with what I have with my platform. I don’t think a lot of artists can compete with that.”
YouTube has been massive for you, but have you looked at livestreaming opportunities? “No, I used to livestream back in the day, back when it wasn’t cool! I’m not too focused on it. I feel like the live scene will be back to normal either at the end of this year, or next year. That’s where the energy comes from. Being able to perform live in front of a crowd and seeing people’s reactions, seeing your audience singing back at you – that is what a live show is. I don’t feel it’s the same on Twitch or livestream services. It just doesn’t hit people as well.”
Does that mean trying to prove yourself again, this time as a live artist? “I’ve done 40 or 50 shows, I did a tour two years ago. I have done live shows, it’s nothing new to me. That’s probably one of the reasons why I was able to perform in the boxing matches [against fellow YouTubers Joe Weller and Logan Paul]. I’ve been in front of an audience, I know what it’s like, the pressure doesn’t get to me – I just see it as fun. When
it comes to live performance, I’ve got that on lock. It’s just about being able to build on that, going to festivals and doing huge shows to bring it home that I am a force to be reckoned with.”
How did the collaboration with Anne-Marie come about? “After doing the tunes with Nathan Dawe and Craig David, Anne-Marie was interested in working with me. So I was thinking, ‘OK, I’ve got some songs on my album that could work’. I found one of the songs that I thought she would destroy, really smash it. I gave Don’t Play to her, she did her thing, I added a new verse. We reconstructed the song, made it work and it’s a hit. It’s sick, man. Anne-Marie is so talented, she’s been in the industry for years. So it’s insane that she was happy to work with me.”
They see KSI to eye: (Above) BMG UK marketing VP Gemma Reilly-Hammond and (below) KSI
What are your hopes for the second record this year? “A No.1 album, man. I definitely feel like I’ll get it. I feel like the songs I’ve been putting out have smashed people’s expectations. Chart-wise, Really Love did better than all the songs that I released on Dissimulation. Don’t Play is another one that is smashing it, and it’s beaten Really Love. Chart-wise and numbers-wise, it just shows that I’m progressing when it comes to the music.”
Can you maintain that momentum?
“I feel like people are excited whenever I put out music now. Before it was like, ‘Why’s he trying this music thing?’ Now it’s, ‘Yo, when is he dropping another tune, I love this song, I can’t wait’. And once they hear the album, they’re going to see a completely different animal when it comes to the music, because it’s just a level up to Dissimulation. I’ve shown that already with the few singles that I’ve dropped – and I haven’t even dropped the best songs.”
Are there more big collaborations?
“I’m working with a few big artists, which I’m excited to let people know about soon enough. I’ve got quite a few tunes on my ones as well, just to shut up some haters who only think I do songs with features.”
hard-working, determined and talented artist” GEMMA REILLY-HAMMOND
“KSI is an incredibly
Your label BMG has a global set-up. Do you have US ambitions next time around?
“America gravitates towards what is hot. So if something starts popping that is coming from me, then that’s just how it is. Then we move and we adjust.”
You’ve openly mentioned the doubters who questioned your role in music. Have you finally won over your critics?
“For the music industry, I’m hot, so of course they’re going to embrace me. If I wasn’t charting with Top 10s, they wouldn’t care. So they’re going to embrace what is hot. I know the game, I know the industry, I know what I need to do. If I stay hot, I’ll be good. That’s just how I see it.”
40 | Music Week
musicweek.com
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