On Point (song)

The music video for "On Point" was co-directed by Konstantin and Meji Alabi.[7] The music video was released onto KSI's YouTube channel on 17 August 2018. It has received 40 million views, accumulating 7 million views within the first 24 hours of its release.[8][9] A behind-the-scenes video of the music video shoot was uploaded to YouTube by Konstantin on the same day as the release of the music video.[10] Three days later, Konstantin uploaded a YouTube video in which him and KSI watch reaction videos to the music video.[11]

A look-alike of Logan Paul in the music video for "On Point".

The music video begins with a Logan Paul look-alike walking out of a forest, making reference to Paul's infamous suicide forest controversy, when, in January 2018, he uploaded a YouTube vlog in which he filmed the recently deceased corpse of a man who had died by hanging himself in Aokigahara, known as the "suicide forest", in Japan.[7][12] Paul is accompanied by look-alikes of his entourage: his friend Evan Eckenrode, his manager Jeff Levin, and his personal assistant Lydia Kenney.[13] As they emerge from the forest, Paul says, “and then I said, you can fight my dad instead", referring to when Paul and his brother Jake Paul told KSI to have a boxing fight against their father Greg Paul, instead of one of the two brothers.[14] Paul's manager then trips and falls to the ground, covering himself in mud, leaving the rest of the group laughing and chanting "brown nose".[13] The chant appears to hypnotise a group of children watching on, suggesting that Paul has brainwashed his young fan base.[13][7]

KSI impersonating Jack Torrance from The Shining in the music video for "On Point".

KSI chases Paul into a large manor house, where, upon entry, he is greeted by a look-alike of the Paul's mother Pam Stepnick.[15] In the next scene, KSI imitates Jack Torrance from The Shining (1980), using an axe to break down a door between him and look-alikes of Jake Paul and his friend Anthony Trujillo.[15] KSI enters the room and slaps them both across the face. In the next scene, a look-alike of Paul's father appears, stepping in to try and protect his son from KSI, making reference to KSI's verbal exchange with Paul's father during a press conference for KSI vs. Logan Paul at York Hall, London, which lead to Paul storming out of the press conference.[7][15][16] However, Paul's father is distracted by a blindfolded girl. In another scene, KSI appears to kill-off look-alikes of American boy band Why Don’t We, with whom Paul released a song titled "Help Me Help You" (2017).[7][17] When Paul is reunited with his friends from the video's opening scene, they turn against Paul and taser him, alluding to when Paul came under controversy for tasering two dead rats in a YouTube vlog uploaded in February 2018.[18]

The video's closing scenes see KSI dramatically emerging from a cloud of smoke and confronting a kneeling and quivering Paul. The latter is begging for KSI to take pity and let him go. KSI, wearing the Infinity Gauntlet from Avengers: Infinity War (2018), snaps his fingers, making Paul disappear into dust, freeing the brainwashed children from watching Paul's videos.[19][15]

Julia Alexander of Polygon wrote, "The video perpetuates the character KSI’s painted for himself. He’s the all-powerful, misunderstood villain who wants to fight for justice on YouTube. That means defeating Logan Paul, easily one of the most loathed creators on the platform following past controversies. The video acts as a five-minute takedown of Logan Paul’s entire character".[19] She concluded, "It’s one of the best diss tracks to date. KSI’s diss track took a YouTube staple to a new level. The production quality is incredibly high, and elevates the type of videos [that] his competition should be working on".[19][20] The music video has received 1.3 million likes and 300,000 dislikes on YouTube.[8]

Credits adapted from Instagram.[21]

• Konstantin – director, editor
• Meji Alabi – director
• Guy Davies – producer
• Paul Mackay – cinematographer
• Ásh Halliburton – art department
• Justin Rose – stylist
• We Are Covert – VFX
• IKON films – production company