BMG’s second album with KSI was a chance to build on the gold-selling success of 2020’s Dissimulation. KSI is a huge online presence and a proactive artist, so the goals are always to look at ways to utilise his unique personality to push his music into the mainstream and outside of his core YouTube fanbase. Engaging social was, of course, core to the campaign, combined with some amazing partners that came on board to support.

The KSI Show

During album release week, KSI launched an exclusive multidimensional show with 20 special guests, surprise appearances and a full performance of his new album. The show was broadcast into the homes of thousands of fans, with a pre-show red carpet event hosted on YouTube, and early-bird tickets available to those who preordered the album. Guest appearances included Anne-Marie, Jack Whitehall, Jonathan Ross, Craig David, Emile Heskey and more.

Digital and social strategy

There was a keen focus on a YouTube strategy throughout the campaign to harness KSI’s existing core gaming audience and transition them into music fans. Additionally we had a packed social schedule throughout the campaign with interactive Instagram AR game filters, livestreamed chats with collaborators on Instagram and YouTube, fan pre-save activations and so much more.

Additionally, during release week KSI hand-delivered music prizes around the country to 20 lucky winners who pre-ordered the album from his store. This was a major part of the social media strategy during release week sharing content from each delivery on Instagram and TikTok.

TikTok

It was clear there was a massive opportunity with TikTok. KSI’s humour and style naturally aligned with the platform, but embedding his music into video creations was a longer strategy. Consistent content and TikTok livestreams helped build the mainstream focus we were after, whilst premiering music on the platform helped us motivate the fan community there for big single launches.

Roblox launch party

When BMG finalised our strategic partnership with Roblox, it was only natural that KSI be one of the first conversations we had. His digital audience seemed a perfect overlap with Roblox’s 42m daily active users.

Working with Roblox and their developers, we used the format of Launch Party events to create an exclusive virtual world and concert for KSI, selling virtual merch and running boutique Q&As in game. The event was Roblox’s most successful launch party event so far, with over 11m visits, over 430,000 concurrent viewers and selling seven-figures in merch.

The moment had a huge impact within KSI’s fanbase and generated significant chatter online.