YouTubers, boxers, and all-round celebrities KSI and Logan Paul have announced a new energy drink brand called ‘Prime’, further pushing the monetary boundaries of Gen Z self-made entrepreneurs.
If you’d told the average YouTube fan in 2018 that KSI and Logan Paul would eventually go on to create their own joint energy drink project, you’d have likely been laughed out of the room.
Fast forward to 2022, however, and that once outlandish fantasy has become reality. Announced January 4th, the two YouTubers have officially begun to roll out ‘PRIME’, a new low calorie energy drink that will be available in the US first before eventually expanding to Europe.
In an Instagram statement, Logan said the new venture was a ‘showcase of what happens when rivals come together as brothers and business partners’, and that the two had been ‘working to formulate a product from scratch’ over the past year. Who’d have thought these two would be collaborating in this way, eh?
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While it’s obviously great news for the YouTube community, and online creatives in general, this project also serves as an example of where branding is headed as we move further into a digital-only, independent content focused world.
YouTubers are no longer confined by a single platform. KSI himself has had chart-topping albums and singles with a huge range of artists, Logan has fought Floyd Mayweather of all people, and now we’re seeing more creators tap into other markets including food, retail, and energy drinks.