Why Do People Hate Ksis Thick Of It Exploring The Criticism

When KSI released “Thick of It” in 2023, few expected it to become one of his most polarizing tracks. Unlike his earlier crossover hits that leaned into pop-rap and lighthearted energy, “Thick of It” marked a shift toward darker, more aggressive themes—lyrically dense, emotionally raw, and stylistically abrasive. While some praised its authenticity and maturity, a significant portion of listeners reacted with confusion, frustration, or outright disdain. The backlash wasn’t just limited to casual fans; music critics, longtime supporters, and even fellow YouTubers weighed in with sharp critiques. To understand why so many people dislike the track, it’s essential to examine not only the song itself but also the broader expectations placed on internet-born artists navigating mainstream music.

The Shift in Tone and Style

KSI, once best known for YouTube pranks and boxing matches, has spent years building credibility as a musician. His earlier collaborations with artists like Lil Pump and Offset were playful, meme-friendly entries into hip-hop culture. “Thick of It,” however, abandons that levity entirely. The track features distorted basslines, rapid-fire flows, and lyrics steeped in paranoia, betrayal, and internal struggle. Gone is the boastful bravado of “Down Like That”; in its place is a sense of urgency and vulnerability rarely seen in KSI’s previous work.

This tonal pivot alienated fans who associated KSI with entertainment rather than introspection. For many, the song felt jarring—a YouTuber-turned-rapper suddenly adopting the grim aesthetic of UK drill or underground grime without the lived experience those genres often reflect. Critics argued that the intensity came across as performative, lacking the organic weight that gives such music its power.

Tip: When an artist evolves their sound dramatically, listen multiple times in different contexts before forming a final judgment—emotional impact can grow over time.

Cultural Expectations and Credibility in Music

The core of the backlash lies in a deeper issue: public perception of authenticity. Internet personalities transitioning into music face higher scrutiny than traditional artists. Listeners often question whether their success stems from talent or platform advantage. In KSI’s case, millions already knew him as a comedian, boxer, and social media figure—roles that don’t naturally align with the gritty realism demanded by tracks like “Thick of It.”

Dr. Naomi Patel, a cultural sociologist at King’s College London, notes:

“Online fame creates a unique kind of intimacy with audiences. When creators pivot into serious art forms like music, especially ones rooted in hardship or trauma, fans feel entitled to judge their sincerity. KSI singing about being ‘in the thick of it’ reads as disingenuous to some because they’ve seen his mansion tours and luxury lifestyle.”

This tension isn’t new. Artists like Post Malone, Justin Bieber, and even Ed Sheeran have faced similar skepticism early in their careers. But unlike them, KSI didn’t emerge from a musical background—he entered the industry sideways, which makes each artistic evolution subject to extra scrutiny.

Lyrics and Thematic Dissonance

A closer look at the lyrics reveals another layer of criticism. Lines like *“They want me gone, I’m stuck in the thick of it / Every move I make, they pickin’ the meat off it”* suggest persecution and isolation. Yet, KSI continues to headline arenas, sign major brand deals, and maintain massive online influence. To critics, this disconnect undermines the emotional truth of the song.

Some listeners argue that the lyrics rely too heavily on clichés common in modern rap—references to betrayal, fake friends, and mental strain—without offering fresh insight. There’s a sense that the pain expressed is generic, crafted to fit a trend rather than convey personal revelation.

Criticism	Counterpoint
Perceived lack of authenticity due to privileged lifestyle	KSI has spoken openly about anxiety, depression, and pressure from fame
Aggressive tone feels forced or unnatural	Artistic evolution requires risk; not every phase will resonate immediately
Lyrical content lacks depth or specificity	Emotional expression doesn’t require trauma tourism to be valid
Production is overly chaotic and hard to follow	The dissonance mirrors inner turmoil—a deliberate creative choice

Mini Case Study: Fan Reaction Over Time

Consider the case of Sarah M., a long-time KSI fan since his YouTube prank days. She initially dismissed “Thick of It” after its release, calling it “too angry” and “nothing like the old KSI.” She skipped it on playlists and commented on social media: “Feels like he’s trying too hard to be taken seriously.”

Three months later, after going through a difficult breakup and period of job instability, she replayed the track. This time, she noticed nuances she’d missed—the way the beat stutters during the bridge, the catch in his voice on the second verse. “It hit differently,” she wrote in a tweet that gained traction. “I still don’t think it’s perfect, but I get what he was trying to say now. It’s about feeling overwhelmed, not just sad or mad.”

Sarah’s journey reflects a broader pattern: emotional resonance often depends on context. What sounds hollow during stability may feel profound in crisis. Still, not everyone reaches that point of reevaluation—many stop listening after the first impression.

Public Persona vs. Artistic Expression

One of the central challenges KSI faces is balancing his multifaceted identity. He’s simultaneously a boxer, entertainer, entrepreneur, and musician. Each role carries different audience expectations. Fans of his boxing matches expect charisma and confidence; viewers of his vlogs expect humor and relatability. “Thick of It” disrupts all of that—it’s unsmiling, unapologetically intense, and resistant to easy consumption.

This dissonance leads to cognitive friction. As media analyst Rajiv Mehta explains:

“When an artist becomes a brand, every creative decision is filtered through commercial identity. KSI’s audience expects consistency. A sudden dive into dark, complex themes feels less like growth and more like a misstep—especially when it contradicts the image they’ve helped build.”

In contrast, artists like Kid Cudi or Joyner Lucas—who also explore mental health and conflict—have built their brands around vulnerability. For KSI, vulnerability is still a secondary trait, making “Thick of It” feel like an outlier rather than a natural progression.

Actionable Insights for Understanding Polarizing Art

If you find yourself reacting negatively to a piece of art from a public figure like KSI, consider these steps before dismissing it:

Checklist: How to Approach Controversial Creative Work

1. Listen multiple times – First impressions are often shaped by expectation, not content.
2. Separate the artist from the art – Can you critique the work without attacking the person?
3. Research the context – Has the artist discussed the inspiration behind the piece?
4. Reflect on your bias – Are you judging it based on genre, reputation, or actual quality?
5. Compare it to peers – How does it stack up against similar tracks in tone and production?

Frequently Asked Questions

Was “Thick of It” a commercial failure?

No. Despite mixed reviews, the song charted in the UK Top 40 and garnered tens of millions of streams. Commercial performance and critical reception don’t always align—especially for established artists with large followings.

Did KSI respond to the criticism?

Indirectly. In interviews, he acknowledged that not everyone would like the direction, saying, “This album is for the moments I couldn’t laugh my way out of.” He emphasized that the music reflects real struggles with anxiety and public scrutiny, even if his life appears enviable from the outside.

Is it fair to criticize KSI for making serious music?

Criticism is valid when it engages with the work—but blanket dismissal based on origin or past persona isn’t constructive. Everyone has the right to evolve creatively. Whether the execution succeeds is a separate conversation.

Conclusion: Beyond the Backlash

“Thick of It” may never be KSI’s most beloved track, but its controversy reveals something important about modern celebrity and artistic freedom. In an era where public figures are expected to entertain constantly, choosing to express pain, confusion, or darkness can feel like a betrayal to fans who prefer escapism. Yet growth demands discomfort—not just for the artist, but for the audience too.

Rather than asking why people hate “Thick of It,” perhaps the better question is: Why do we resist change in artists we feel we know? Discomfort with evolution says as much about us as it does about the music. The next time a familiar voice takes a turn you don’t immediately understand, pause before hitting skip. You might find something real beneath the noise.

💬 What do you think—was “Thick of It” a bold step forward or a misfire? Share your thoughts and experiences with the track in the comments below.