Long a playground for Internet personalities, YouTube has increasingly become a launching pad for music careers, blurring the lines between mainstream artists and digital content creators. Swapping the scrappy antics of his alter ego Filthy Frank for a haunting, introspective sound, figures like Joji have shown how creators can swing off the platform and onto the Billboard charts. However, the road from YouTube personality to popular musician isn’t easy — a fact made clear by recent contrasting examples, including KSI’s polarizing release of “Thick of It.” The duality of success and failure invites a closer look at how and why some artists transcend their original platform while others struggle to hit the right notes.
Joji’s transition remains a stark example for YouTube musicians. His willingness to shed the comedic persona that brought him fame, adopting a sound far removed from the chaotic energy of Fitty Frank, was both risky and revealing. Joji’s music—a harmonious blend of lo-fi R&B and melancholic pop—has resonated in part because of its emotional honesty and commitment to a new identity. Tracks like “Slow Dancing in the Dark” convey an emotional sincerity that allows his listeners to see him as a musician first and a creator second. Joji’s transformation shows that reinvention done with confidence can elevate a YouTube personality to a bona fide performer, defying stereotypes that “YouTuber music” is just a low-key gig.
But this path is not easy for every YouTube star. KSI, a popular figure with a massive online following both in person and as a de facto Sideman figure, has recently been in the internet’s spotlight for a completely different reason. As many know, his single “Thick of It” received a lot of backlash online and immediately became the target of TikTok parodies and remixes, fueling criticism. Ironically, the song’s lack of resonance propelled it to viral fame, but its recent social media crusade has. messages anything is there – not what KSI thinks. This episode shows the harsh reality of Internet fame: a single that doesn’t hit the mark can quickly enter a cycle of humor, parody, and “clowning” that now reaches audiences faster than the music itself. KSI’s experience shows how internet fame is not immune to public scrutiny in the digital age, and how the transition to music can be humbling, regardless of fan base.
“The future of YouTube music must balance the promises and dangers of turning clicks into chart toppers”
Enter James Marriott, one of the latest authors to test the waters in music. Marriott, known for his indie-pop sound, is a promising story of a YouTuber taking a careful step into the industry while ignoring his roots. Marriott’s style relies on brooding, relatable lyrics that appeal to his digital-reference audience, but his music confronts a landscape that is more critical of YouTubers’ inroads into the music scene. While Joji has benefited from being one of the first of his kind, artists like Marriott face genre and credibility expectations that can be difficult to balance when establishing themselves. However, Marriott’s efforts promote a new strategy based on genre-specific work and intentional appeal, where fans can connect with the music rather than just the “YouTube star.”
The interaction between the platform and the audience is a particular challenge for today’s YouTube musicians. While Joji has had a chance to define his new identity, current creators are often faced with evolving fan expectations that bind them to their original content style. Successful transitioners like Joji are able to achieve lasting musical relevance. But for others, like KSI, the journey is much more reassuring — a reminder that a YouTube star can open doors, but doesn’t guarantee a hit single on the other side (or at least for the right reasons).
So, as YouTubers turn their attention to the music industry, will the next generation replicate Joji’s rare success? Or do expectations of genre, evolution, and credibility limit their potential? The future of YouTuber music remains fluid, balancing the promises and perils of turning clicks into chart-toppers.