YouTubers are going toe-to-toe with pro boxers to win millions of views, get rich and fight for the likes of a new audience
. “Mad!” He asks Aarons for a selfie. Shortly after, Aarons leans forward to ask for a selfie with the woman in front of him. It’s Holly Willoughby. She obliges. On the other side of the ring is Louis Theroux. Krishnan Guru-Murthy is also there with his children. So is Katie Price.There’s boxing royalty, like Michael Buffer, in a paisley tux, here to announce the headline billing;, in shades and a beanie. Rappers like Jme and AJ Tracey.
, the streaming platform, announced a five-year exclusivity deal. The people with the purse strings seem to think they are on to something. Could influencer boxing be here to stay?KSI is leaning back in his chair, dressed in a gleaming white suit with a pink pocket square and a chain around his neck. The two of us are in a small room in Wembley Boxpark, where a press conference is due to be held as part of the promotional buildup.
The press conference commences and the stars of the Misfits universe vie for attention. Each has their own narrative, each moulded to fit an archetype . There’s Elle Brooke, a TikTok and OnlyFans star from Surrey, sauntering around in a tiara and “Birthday Girl” sash. Anthony “Pretty Boy” Taylor, an MMA fighter from California with a pencil moustache and red velvet smoking jacket., a pro BMX rider from Walsall, lumbering about in a white furry bucket hat shouting back at taunts.
hoodies, Drew House sweatshirts and 50 shades of North Face jacket. There is also a junket of vloggers, part of the self-sustaining media ecosystem fuelling the sport. These are largely fronted by teenagers, some of whom get more privileged access than the mainstream press. Like Fox Townley, who goes by the handle, a lean 17-year-old with long blond hair and a baseball cap with his moniker on it.
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