Ksi‘s rise on YouTube is a textbook example of influencer brand-building. Literally.

The 29-year-old star, who is known for his individual exploits and his membership in the creator supergroup Sidemen, is now a topic of scholastic study in his native U.K. A Reddit user shared a snapshot from an A-Level Media fact sheet, which references Ksi as an “interesting ‘product’ to study in terms of genre.”

The entry on Ksi refers to him by his real name, J.J. Olatunji. A-Level Media pupils are expected to study Olatunji’s early Let’s Play videos, his rise alongside other members of the Sidemen, his boxing career, his forays into music, and his other offline pursuits, including his beverage brand Prime Hydration.

“Ksi has been clever in anticipating internet trends of the past decade,” the entry reads. “Like other internet influencers, he represents a ‘brand’ more than a particular genre...