British YouTuber KSI (real name Olajide Olayinka Williams) is a social media sensation. His YouTube channel has 21m subscribers and his videos often pass 10m views. He inhabits a world where his boxing match against Logan Paul last November in LA ended up being described as “the biggest amateur boxing match in history”.

He released his new single, ‘Wake Up Call’, on 7th February and joined TikTok to promote it with the inevitable hashtag challenge.

His own video with the #WakeUpCallChallenge sees him order a boombox from Amazon (for £165.99 – plus £9.99 delivery, so clearly not a Prime customer), set it on the edge of (we presume) his flatmate’s bed and wake him up by playing his single at ear-punishing volume.

As a sign of just how big a noise he is, within three hours of joining TikTok he had over 100k followers and this has grown 1.1m within a couple of weeks of being on the app. So far he has only posted six videos, but half of them have all passed 5m views each.

The views for content associated with #WakeUpCallChallenge stand at 41.1m. Is this a sign of someone who built their following on one platform (YouTube) abandoning it to try and make a name for themselves on the hot platform du jour (TikTok)? Not quite, as the two can co-exist and the single is also being heavily promoted on his YouTube channel (the top video on the page, a massive banner ad across the top of his page etc.).

But it is interesting to note the tone he uses on the two different platforms for what is ultimately the same end result (i.e. driving streams of his single). TikTok is played more for laughs while YouTube would, for the most part, very much like to stress that he is A Serious Artist.