One of British YouTube’s most significant moments just happened. Here’s what both sides could do next.
On 31 May, KSI announced he would no longer be appearing in Sidemen videos, bringing to a close a 13-year chapter with the group he helped build from the ground up. In an emotional video, he said the decision came after months of reflection, citing the need to focus on his health, family, relationship and overall work-life balance. He also made clear there was no fallout behind the decision.
For both KSI and the remaining Sidemen members, the next chapter presents a huge opportunity.
Here’s how each could make the most of it:
- KSI: Invest in longer-form, higher-production solo content
KSI already has one of the largest personal audiences in British digital media, with more than 40 million subscribers across his channels. The audience is there – the question now is what he does with the extra time and creative freedom.
Without the commitment of regular Sidemen productions, this feels like a natural moment to explore more ambitious long-form content, larger-scale productions and formats that reflect where he is now in his career rather than where he started. His solo content has always performed strongly, but now it has the opportunity to become the main focus.
- The Sidemen: Evolve the channel’s identity
The remaining members – Miniminter, Zerkaa, TBJZL, Behzinga, Vikkstar123 and W2S now face the challenge of entering a new era without one of the group’s most recognisable figures.
Rather than attempting to recreate what came before, the stronger move may be to embrace evolution. This is an opportunity to experiment with new formats, introduce more recurring collaborators and create fresh dynamics that allow each member’s role within the group to develop further.
The Sidemen brand has grown far beyond its origins as a group of friends making gaming videos. With more than 23 million subscribers on the main channel and multiple successful businesses, this moment gives them the chance to prove the brand can continue evolving while staying true to what made audiences connect with it in the first place.
- KSI: Turn his wider ventures into deeper content ecosystems
Beyond YouTube, KSI has built successful careers across music, boxing, television and business.
With fewer group commitments, there is an opportunity to create richer storytelling around those ventures. Whether that’s documentary-style content around his music career, behind-the-scenes access to television projects, deeper insight into his business portfolio or future sporting ambitions, each vertical already has an audience that could be developed into a much deeper content ecosystem.
The creator economy increasingly rewards depth over volume, and KSI is well positioned to capitalise on that shift.
- The Sidemen: Create a defining post-KSI moment
In their response to the announcement, the Sidemen said they had “lots of exciting stuff planned” that they “can’t wait to share.”
A major tentpole moment – whether that’s a flagship series, large-scale live event, charity initiative or unexpected collaboration – could help reintroduce the Sidemen on their own terms. The goal shouldn’t be to replace KSI. It should be to establish what the next version of the Sidemen looks like and give audiences a reason to invest in that evolution.
- Both: Keep the relationship visible
One of the most notable parts of the announcement was the tone. KSI was clear that there was no bad blood, and the Sidemen publicly wished him well. That goodwill is valuable.
Future collaborations, guest appearances and one-off projects would not only be welcomed by audiences but would also reinforce the idea that this is an evolution rather than a breakup. In the creator economy, audiences tend to stay emotionally invested in relationships and group dynamics long after formal partnerships change. The chemistry rarely disappears simply because the structure does.
The creator economy rarely stands still, and this moment is no exception. How both KSI and the Sidemen navigate the coming months will be one of the most fascinating stories in British digital media this year.
What talent managers can take away
KSI’s departure is more than a major creator news story. It’s a reminder that even the most successful collectives are ultimately built around individuals, and those individuals evolve.
Priorities change, careers develop and ambitions shift. The role of a talent manager is to anticipate those moments before they arrive – building businesses and personal brands that can adapt when they do.
For KSI, this is an opportunity to focus on what’s next. For the Sidemen, it’s a chance to define a new era. How both navigate that transition will be worth watching.
