London, UK, Thursday 3 October 2024 – Today, KSI, one of the UK’s most influential and multi-talented artists, shares two highly-anticipated singles: “Thick of It” featuring Trippie Redd and “Low” via Warner Records.
These tracks mark an exciting new chapter in KSI’s ever-evolving music career, inviting listeners to dive deeper into his personal journey of resilience, self-belief, and the reality of fame.
Speaking about “Thick of It”, KSI shared, “This is essentially my comeback song. I talk about the history of my career and where I’ve come from. Plus, I’m giving my audience the blueprint on how to dream big and reach the goals that they want to reach. With the help of Trippie Redd, this song is a celebration of the 10 plus years I’ve been online entertaining the people.”
Trippie Redd adds, "I'm excited to be working with my brother JJ again on another fire release. Can't wait to take the world by storm with this track.”
Produced by Ray Michael Djan Jr (BTS) and co-written with an all-star team, "Thick of It" is a bold anthem of triumph. The track sees KSI reflect on his rise from humble beginnings to becoming a global icon, all while staying unshaken by the challenges and negativity that come with success. With lyrics like "forty something mili sales," KSI asserts his place at the top, fully in control of his destiny.
The accompanying music video, directed by KC Locke (Ed Sheeran, Stormzy, Jorja Smith), is an epic visual spectacle. Starting in the remote icy landscapes of Antarctica, KSI, frozen in a block of ice, is brought to life to begin his rap journey. As he transitions through various stages—from sitting on an
ice throne to taking over a KSI-branded Wall Street tower—the video symbolically portrays KSI’s dominance in both music and business, culminating in a dramatic tornado scene where he battles the elements, emerging victorious. "Low" takes a more introspective turn, delving into the emotional toll of balancing external success with internal struggles. As KSI puts it, “I wrote low at a very dark time in my life. I wasn’t in a good place mentally and felt compelled to write this as a way of therapy for me. I was dealing with imposter syndrome as well as heartbreak. So this is me essentially giving you a piece of me at a time where I wasn’t at my best.”
Co-written by Sam Roman as well as Pharoah Vice (The Kid LAROI), Nike Taz (Trippie Redd), and Nick Gale of Digital Farm Animals (Charli XCX) who co-produced the record, the song offers a raw and vulnerable look at KSI’s personal battles with self-doubt and pressure. While the world sees a man at the top of his game, "Low" reveals the exhaustion and emotional disconnect that often lurks beneath the surface. It’s a relatable track for anyone who has felt overwhelmed by the expectations of others while quietly grappling with their own insecurities.
KSI is currently recording his third album.
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Credits
Director: KC Locke
Exec Producer: Jenny O’Sullivan, Marisa Garner, KC Locke
Directors Rep: Marisa Garner
Production Company: Swords & Eagles
Producer: Gráinne Dwyer, Emily Power
DOP: Joe Douglas
Production Designer: Jenny O'Sullivan
Editor: Jamil Shaukat
Head of Video & Creative Commissioner: Kim Jarrett
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Prod coordinator: Zoë Brennan Whitmore
PA: Onai Tafuma, Laura Weiymi, Khaya Tafuma
Casting: Fiona Dwyer
Talent PA: Laura Whelan
Prod Accounts: Roisin Dwye, Catherine Brown
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