YouTube, long the playground of internet personalities, has increasingly become a launching pad for music careers that blur the lines between mainstream artists and digital content creators. Figures like Joji, who traded the slapstick antics of his alter-ego Filthy Frank for a haunting, introspective sound, have shown how creators can pivot from the platform and into the Billboard charts. Yet, the path from YouTube personality to recognised musician is far from straightforward — a reality starkly illustrated by recent contrasting examples, including KSI’s polarising release ‘Thick of It’. The duality of success and stumbles invites a closer look into how and why some artists soar beyond the confines of their original platform, while others struggle to hit the right notes.

Joji’s transition remains a definitive case study for aspiring YouTube musicians. His willingness to shed the comedic persona that initially brought him fame, embracing a sound far removed from Filthy Frank’s chaotic energy, was both risky and revelatory. Joji’s music — an intimate blend of lo-fi R&B and melancholic pop — has found resonance partly due to its emotional honesty and commitment to a new identity. Tracks like ‘Slow Dancing in the Dark’ reflect a moody sincerity, a pivot that lets his audience see him as a musician first, creator second. Joji’s transformation suggests that reinvention, when done with conviction, can elevate a YouTube personality to bona fide artist, challenging stereotypes that ‘YouTuber music’ is merely a unserious side-gig.

But the path isn’t as easy for every YouTube star. KSI, a well-known figure with a massive online following both individually and as de facto Sidemen figurehead, recently found himself under the internet’s spotlight for an entirely different reason. As many are aware, his single ‘Thick of It’ was met with heavy online backlash, instantly becoming a target for TikTok parodies and remixes that intensified the critique. Ironically, the song’s lack of resonance propelled it to viral fame, though — if his recent crusade of inflammatory social media posts are anything to go by — not in the way KSI likely intended. This episode highlights a hard reality of internet fame: a single that doesn’t hit the mark is quickly fed into a cycle of humour, parody, and ‘clowning’, which now reaches an audience faster than the music itself. KSI’s experience underscores how, in the digital age, online fame offers no immunity to public scrutiny — and how transitioning to music can prove humbling, no matter the fanbase.

“The future of YouTuber music must balance the promises and perils of turning clicks into chart-toppers”

Enter James Marriott, one of the latest creators testing the waters in music. Marriott, known for his indie-pop sound, is a promising case of a YouTuber stepping carefully into the industry without disregarding his roots. Marriott’s style leans into contemplative, relatable lyrics that appeal to his digital-native audience, though his music faces a landscape that has grown far more critical of YouTubers entering the music scene. While Joji benefitted from being one of the first of his kind, artists like Marriott encounter genre and credibility expectations that may prove difficult to balance as they establish themselves. Marriott’s attempts, however, forefront a newer strategy — grounded in genre-specific work and intentional appeal, where fans can connect with music rather than simply with a ‘YouTube star’.

The interplay between platform and audience poses a unique challenge for today’s YouTube musicians. While Joji had the space to carve out his new identity, current creators face evolving fan expectations that often tether them to their original content style. Those who successfully transition, like Joji, can achieve sustained musical relevance. But for others, like KSI, the journey is far less certain — a reminder that YouTube stardom can open doors but won’t guarantee a hit single on the other side (or, at the very least, one for the right reasons).

So, as more YouTubers eye the music industry, will the next generation replicate Joji’s rare success? Or will the expectations around genre, evolution, and credibility limit their potential, as seen with ‘Thick of It’? The future of YouTuber musicianship remains in flux, balancing both the promises and perils of turning clicks into chart-toppers.