Like thousands of others, this weekend I traveled to Manchester in England to watch the (sort of) boxing match between two notorious YouTubers: American reprobate Logan Paul and British self-promoter KSI. A conflict between villains, it was the culmination of an embarrassing series of badly acted trash talk videos and diss tracks. I was entirely ready for this to be a shambolic failure; instead, I got a flawlessly executed circus of bullshit. Logan Paul and KSI’s teams ran a nearly perfect event, showing the packed Manchester Arena the most successful demonstration yet of YouTubers breaking out from their video constraints.

The show was more of a Logan Paul x KSI collaboration than a fight of genuine rivalry. Jake Paul, Logan’s younger brother, also fought KSI’s younger brother Deji Olatunji. Immediately after the fight, Jake announced that he’s launching his own clothing line and that he wants (documented domestic abuser) Chris Brown to be his next opponent. It was a perverse mix of brazen commercialism and the infliction of genuine pain: the amateurism of the performers translated into a brawling performance that left most people in the crowd delighted. Whoever it was that they hated, that dude got punched in the face and bled for their entertainment.

many of his fellow YouTubers, however, Olatunji doesn’t draw an explicit line between his inner self and the larger-than-life theatrical performer. He claims it’s all “100 percent real” all of the time, appearing unwilling to acknowledge the many contradictions in the way he conducts himself in person and on camera.

two athletes and four dudes someone picked up at the nearest pub. That part was underwhelming, but then former world heavyweight champion Shannon “The Cannon” Briggs turned up alongside legendary boxing announcer Michael Buffer, the man who made the “Let’s get ready to rumble!” catchphrase famous. If there was any question left about the mainstream legitimacy of YouTube stardom, the involvement of these two names put it to rest.

Briggs introduced Jake Paul by saying the younger Paul had been trained by the same trainer who helped Briggs defeat George Foreman back in 1997. Indeed, after casting off a T-shirt, shorts, and ostentatious jewelry that would make Mr. T envious, Jake Paul strode onto the scales in perfect Instagram shape. Deji, meanwhile, turned up looking distinctly human in a way that made me feel preemptively sorry for the younger Olatunji brother. He was shorter, lighter, and in worse condition than Jake. What was Deji fighting for, exactly? By all accounts, he’d been roped into the whole thing because it’s more spectacular to host a family feud rather than just one clash of two massive egos.

Logan Paul being Logan Paul: equal parts beautiful and obnoxious.
lyrics about receiving fellatio from a “shady” “bitch.”

It was while watching Jake Paul and Deji make their way to the ring that I realized something important: though the anger and hatred between the fighters was manufactured, those same feelings were real among their fans. “Fuck Jake Paul” chants were bellowed out in profoundly sincere, urgent tones. In response, Paul was wearing a huge chain with those same words on it, embracing his role as the heel.

Each fighter entered the ring to his own recently released diss track for the other, the hook to Jake Paul’s being “Bitch, I’m a fucking champion,” while Deji’s, not to be outdone, included “Teachers can suck my dick.” Despite amassing 26 million YouTube subscribers between them (16.5M for Jake and 9.5M on Deji’s channel), these 21-year-old men were still emotional adolescents, yet to mature out of the phase where they find words like “fuck” and “bitch” edgy. Other young minds will see the popularity of these four siblings, and they’ll interpret the associated arrogance, smugness, and machismo as somehow instrumental to their success.

Outside of the main event, the biggest cheer of the night came after the first round of Jake vs. Deji, when the overhead screens showed a close-up of a bloodied Jake Paul. It was rapturous glee. Centuries of cultural, economic, and military fraternity with Americans were apparently not enough to prevent Brits from being primordially thrilled to see an American bro bleed. The tribalist flames were further fanned by US and UK flags flying ahead of the main event. Granted, Jake, like his brother Logan, is a certifiable asshole of the first degree, but I can’t say that gave me any joy in seeing him hurt. I was, however, in the minority.

Jake Paul celebrates his triumph over Deji.
a big payday at the end of it. Deji was just a kid caught up in the suffocating cycle of living up to the increasingly extreme expectations of a growing audience he desperately wanted to please.

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Michael Buffer introduces the KSI vs. Logan Paul main event.

The actual main event — the fight everyone had paid and waited for — started off with both KSI and Logan Paul exhibiting quickness and technique vastly superior to their younger brothers. That lasted for about 30 seconds. Logan kept up the arrogant preening act throughout the first round, but he was forced to take the fight seriously after receiving a few meatier punches in the second. By the fourth round, the two vloggers were tiring, which opened their already weak defenses to some meaningful assaults from the other side. The crowd rose from its seats at every moment of KSI ascendance, only to be told to sit again by arena staff, which was a rather enjoyable bit of exercise from an outsider’s perspective.

By the final round, everyone was firmly on their feet, Logan Paul was sporadically huffing out a mist of blood from his nostrils, and KSI’s face was starting to swell up. In spite of all their simulated antipathy, the pair had given the audience all the violent aggression and macho endurance of pain that we’d all signed up for. That part of the hype was real, and it was underscored at the end by fellow YouTuber True Geordie, who interviewed Logan Paul and said he had “proven his heart” by withstanding all those punches. Take a moment to appreciate this sentiment: a man proves himself a man by surviving a beating and meting one out in return. In 2018.

The “hate” between Logan Paul and KSI strikes me as being of the same kind as the “love” you’ll see displayed on reality shows likeThe BacheloretteorLove Island. Two people, both of whom stand to benefit financially from a contrived emotional relationship, do their utmost to convince the cameras that they care about each other. In both cases, you get plenty of eye contact, songs dedicated to the other, intimate face-to-face moments, and the nervous tension of the audience not knowing if things will get physical. KSI and Logan Paul just made the physical payoff into a formal pay-per-view event and gave everyone the brawl they’d been so bloodthirsty for. Fittingly, their match was judged to be a draw, setting the stage for the (already planned) rematch in the US a few months from now.

KSI, still very much playing his role, said, “I guess there’s only one thing we can do, Logan. How about a rematch?” (Again, the second match was already part of the initial deal.) “I think that’s what the people want to see,” came the response. The crowd agreed.

hugely lucrative event was a reminder of some unpleasant, yet still central aspects of our broader culture. Thousands came to fill up the Manchester Arena, hundreds of thousands paid to watch the official YouTube stream, and more than a million others tuned in to pirated Twitch streams. People invested both time and money to watch two widely hate-loved internet clowns smack the spit out of each other’s mouth. The theatrics before this match were filled with Trump-tier insults, chants of “suck your mom,” and other car-crash misbehavior. And more than a million people couldn’t stop watching.

I can’t hate the Pauls or Olatunjis for winning at the viral-fame game. Their shameless boorishness, materialism, and sexismarepopular, and the blame for that lies more with us, the audience, than with them. They embody and embrace the simple reality that, when it comes to getting paid, there’s no longer a difference between fame and infamy.

YouTube was supposed to democratize access to global stardom — and it has — but the implicit promise of greater freedom of expression hasn’t materialized. Instead, we’ve got people demeaning and diminishing themselves, appealing to our basest desires for unsavory spectacle. I wish I could rise above it, pretend that I’m not caught up in the same vicious whirlpool of self-reinforcing negative hype, but here I am, writing all about it, and here you are, reading to the last word.

Photography by Vlad Savov / The Verge

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