When Anthony Joshua fights, the current heavyweight champion of the world rarely draws more than 650,000 viewers at a time on subscriber cable TV.
When Olajide William "JJ" Olatunji took on rival YouTuber Joe Weller in February, the digital combat influencer—better known as KSI—got 12 million people and counting to watch the fight.
KSI is a fighter, but he is also a combat-sports event promoter, a distributor and a rapper all in one, tied in a digital bow that has made him the Don King of YouTube.
Originally from Watford, England, the 24-year-old KSI has transformed his body of work from his early days—two whole years ago—as one of the most prolific and well-known YouTubers in the world.