Social media personality KSI is set to join the judging panel of Britain’s Got Talent (BGT) for the 2024 season. 

Per The Sun, the 31-year-old entertainer, known for his extensive online following, will serve as a guest judge for three out of five days during the show’s first round of auditions in Blackpool this month.

KSI steps in to replace Bruno Tonioli, who will be absent due to commitments with Dancing with the Stars, the American counterpart to Strictly Come Dancing. This move comes as BGT producers aim to tap into KSI’s substantial digital audience, which includes 80 million followers across various platforms.

The show, which has garnered 24 billion views globally for its online content, sees KSI’s involvement as an opportunity to expand its reach among younger, tech-savvy viewers. A TV insider familiar with the matter to The Sun that KSI’s music has achieved 2.7 billion streams, aligning with BGT’s status as a “global internet phenomenon.”

“I’m so excited to be a guest judge for BGT,” KSI said in a statement. “When I got the call-up, I couldn’t believe it. I’m buzzing to see all the fresh new talent, and I’ll be sure to leave a mark.”

The deal with KSI was finalized this week, following initial discussions reported four months ago. The YouTuber is diversifying content with recent boxing matches against Tommy Fury and Logan Paul and new music releases.

In 2022, KSI and Paul launched Prime Hydration – various energy, sports, and drink mixes containing varying levels of caffeine, electrolytes, and added micronutrients. 

In a bid to reach Gen Z viewers earlier this year, WWE partnered with Prime, making it the exclusive “Official Hydration Drink Partner” of WWE and the first partner to have branding featured on the center of the wrestling ring mat at major events.

However, the beverage company has been in hot waters lately, facing lawsuits from the U.S. Olympic and Paralympic Committee for alleged trademark infringement and bottler Refresco Beverages US Inc. for alleged breach of contract.