KSI and Logan Paul announce new business venture ‘Prime’

KSI’s main YouTube group, The Sidemen, are a great example of this expansion into areas outside of just video. All seven creators involved have their own channels, but are also part of Sidemen branded clothes, vodka, food deliveries, and they even have their own premium content platform Side Plus.

Mr Beast, meanwhile, has his own food company called ‘Mr Beast Burger’, and a variety of other branded ventures that have helped boost his profile and raise funds for his insanely expensive videos. His recent Squid Games recreation cost over $20 million USD, for example.

It’s never been more obvious that there is serious money to be made in online content without a need for major industry backing from traditional television – if you play your cards right.

Logan and KSI’s new drink, fully titled ‘Prime Hydration’, is 10% coconut water and will be available in five flavours. These include grape, orange, lemon-lime, blue-raspberry, and tropical punch.

While there’s no word on pricing yet, you should probably expect it to retail at a similar cost to other brands such as Lucozade or Red Bull – the pair will need to get people on board from the get-go, after all.

If this is successful, it’s likely we’ll see more creators and influencers try to chime into the food market, particularly as it’s largely open to anyone. Merchandise has been a money-making staple for many years, but now it seems clear that many other income avenues are possible.

 

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The audience is large enough and older compared to the early 2010s, with more disposable income and greater buying power. If anything, ‘Prime’ is a good indication of where the top creators are headed.

Perhaps soon we’ll be dining at a PewDiePie restaurant. We’ll have to wait and see.