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As of 19th October 2024, KSI’s “Thick of it” is global 9th top song with 30 million + views within 2 weeks of it’s launch.
Here is how we began working for such large scale website:
Someone from the team of KSI reached out to one of our partners in London. We were asked to help them build a website that would make people stay on one screen and once they would start to click their screen, they should get message after message, but it would not change the URL
And the sweet part, we were asked to do it on WordPress AND within 48 hours. It had to be responsive, no lags, screen content had to be dynamic, texts should be bold and big on every mobile device
Client name
KSI / Warner Music Group
Project
myapology.co.uk promotional website
Timeline
48 hours from brief to launch
Peak Traffic
300,000+ concurrent users/hour
1
Years Ongoing
3000
Estimated man-hours
7
Team size
With our proficient team at your disposal, you can craft remarkable products that boast complete functionality, stability, and effortless scalability. This will enable you to effortlessly expand your reach and captivate a broader audience.
Wordpress
PHP
Azure
Javascript
About the project
In October 2024, British YouTuber and musician KSI (Olajide Olatunji) was in the midst of a public controversy surrounding Lunchly, a product he co-founded with MrBeast and Logan Paul. YouTuber DanTDM had criticized the product, sparking a heated public feud. The internet demanded an apology.
Instead of a traditional response, KSI and Warner Music Group devised a guerrilla marketing campaign. KSI would tweet: “A lot has happened these past few days online, so here I am addressing everything below…” with a link to myapology.co.uk. Visitors expecting a sincere apology would instead find the music video for his new single “Thick of It” featuring Trippie Redd.
The song released on October 3, 2024, became one of the most-discussed music releases of the year. Whether mocked or celebrated, it reached #6 on the UK Singles Chart, #64 on the US Billboard Hot 100, and was nominated for Song of the Year at the Brit Awards 2025.
Developing a mobile app to address the safety concerns of high-profile individuals and provide a quick response system during times of aggression or distress posed unique challenges in terms of ensuring seamless functionality, robust security, and real-time responsiveness.
Client Login and Notification System
The SPG app allows clients to securely log in and activate notifications to inform friends and designated groups in times of need.
Live Streaming and Immediate Assistance Clients can live stream their situation and receive immediate assistance from field operators allocated to different response groups.
Integration with Monitoring Centre and Admin Control The app seamlessly integrates with a 3rd party monitoring centre, providing continuous monitoring and coordination, while SPG’s admin maintains control over the app and back-end users.
At one point, it was so tough to manage because they were adding too many “ooooo”s in a simple word “so”, we had to write custom code to not let the word extend out of screen so that users wouldn’t have to scroll horizontally.
From this:
To this:
Warner Music Group contacted us with an urgent brief:
Here came the twist:
We launched on a simple http://www.dreamhost.com/ VPS hosting. But the traffic was so insane that we were getting bombarded by KSI’s team asking us to fix it fast. We were not given any estimation on the kind of traffic we would be facing initially.
At this point of time, KSI had put this on his story:
Within 10 minutes, the website was down:
We then hosted the platform on azure app service, with scalable architecture. We ran
a quick load test to replicate the behavior of the system if 1.25K users were to
request simultaneously.
This solved the issue. And the website was then serving pages for more than 300,000
an hour users all without any lagging issues.
After the song was released, we were asked to point the website to the youtube video.
Here came another problem:
We were asked to have it redirected 1.5 hours before the video was launched. But the
hosting was telling us that it could take up to 72 hours for the DNS to propagate.
Here is a thread of reddit on how KSI faked an apology with the website we built:
https://www.reddit.com/r/youtube/comments/1fr4u0o/ksi_really_faked_an_apology_to_promote_his/
This is the current song:
https://www.youtube.com/watch?v=At8v_Yc044Y&ab_channel=KSI
We chose WordPress for rapid development combined with Azure’s auto-scaling cloud infrastructure for traffic handling. The architecture was designed for horizontal scaling: additional server instances would spin up automatically as traffic increased.
The site was built with static asset caching, CDN distribution across global edge locations, and optimized database queries. All images and videos were served from Azure CDN to minimize origin server load. The “apology” page was designed to feel personal and authentic before the music video reveal.
We ran stress tests simulating 500,000 concurrent users. Initial tests revealed bottlenecks in PHP session handling and database connections. We implemented Redis for session management and optimized connection pooling. Final tests showed stable performance at projected peak loads.
Warner Music Group approved the final build. Monitoring dashboards were configured for real-time traffic tracking. The site went live, and KSI posted his tweet.
| Metric | Result |
| Development Time | 48 hours from brief to launch |
| Peak Concurrent Users | 300,000+ per hour |
| Uptime During Launch | 100% (zero downtime) |
| Video Views (2 weeks) | 30+ million |
| UK Singles Chart | #6 peak position |
| Social Media Reach | Global trending on X/Twitter |
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Creating a roadmap to guide the development process and aligning it with your business objectives. Establishing best practices and methodologies to ensure efficient and consistent development.
Creating a roadmap to guide the development process and aligning it with your business objectives. Establishing best practices and methodologies to ensure efficient and consistent development.
Creating a roadmap to guide the development process and aligning it with your business objectives. Establishing best practices and methodologies to ensure efficient and consistent development.
You've already done the hard part — validating your idea and building something that works. Let's turn it into a product your users can trust and your business can scale.