KSI has recently revealed that his ongoing rivalry with DanTDM, along with his reaction to criticism regarding his latest single, were actually strategic marketing moves intended to promote both his Lunchly product and his new song.
The past weeks have been quite eventful for KSI, who wears many hats as a content creator, entrepreneur, and rapper. He finds himself embroiled in a largely one-sided dispute with YouTuber DanTDM concerning the ethics surrounding Lunchly, which has faced significant backlash.
At the same time, KSI unveiled his single “Thick of It,” which has received similar levels of scrutiny from notable figures, including Connor McGregor, Drake, and IShowSpeed. He attributed this wave of criticism to the idea that it’s currently “trendy to hate” on him.
During an appearance on the Impaulsive podcast, KSI claimed to be engaging in a kind of master strategy with social media. He argued that his responses to both incidents were, in fact, calculated tactics to promote both Lunchly and his hit single.
In a conversation with his Lunchly partner, Logan Paul, KSI explained how he leveraged his conflict with DanTDM to draw attention to “Thick of It.” He noted that while his initial interactions were sincere, subsequent responses were purely for publicity.
“Since I had a single releasing, I thought, ‘This could be a chance to market my song,’” KSI said. “I can take all this negativity and redirect it towards increasing the exposure of my song.”
Further detailing his approach, KSI mentioned that the more he asked people to refrain from making memes about the situation, the more they seemed to proliferate. “You can’t defeat the internet, but you can certainly play it to your advantage, which is precisely what I aimed to do,” he explained.
Currently, “Thick of It” ranks at number 64 on the Billboard 100, hinting that there may indeed be validity to his approach. KSI also pointed out that DanTDM’s commentary on Lunchly significantly amplified the visibility of the product.
“I’m thrilled he tweeted about it because he took something that could have been minor and magnified it immensely,” KSI stated. However, a number of podcast listeners appear skeptical of KSI’s claims.
“I don’t believe he was faking his anger. A genuine meltdown is unmistakable,” commented one user on YouTube. Another chimed in, “That meltdown looked real, yet he’s trying to spin it as a marketing strategy.”
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