YouTube star Frazier ‘Kay’ Khattri rides through the desert with Rimowa
Frazier “Kay” Khattri’s route to content creation was all through gaming. Growing up in Surrey, England, he and his friends were obsessed with Call of Duty, like many teenagers at that age, and would play for hours every day. This was just as YouTube was emerging as a way for gamers to share their content, with people from all around the world recording their gameplay and uploading it to the platform, Khattri included. Over time, a large community of players started to form, and this led to different groups and organizations being created. Creators slowly started to get more and more views as YouTube evolved, and many, like Kay, began to transition from gaming videos to vlogs.
“I guess my initial interest in content creation was purely from a gaming viewpoint. I never would have pictured myself doing all these real-life videos, but now here I am,” he says.
Here he is indeed. Khattri has many years of experience working and producing video content alongside some of the biggest names in online media. Some of his credits include amassing over 7.5 million subscribers on YouTube and over 2 billion views. He has worked with numerous globally recognized brands such as Apple Music, Beats Headphones, KFC, Verizon, and Atlantic Records as brand ambassador, aiding them in reaching a huge audience. The organization he was previously a part of, FaZe Clan, became one of the largest and most watched media organizations in the world while he was a member and contributing to their regular content.
It is not just YouTube where Khattri has a following. He has a combined total of over 4 million followers across all social platforms and is always thinking of content across all his channels. When he partnered with luxury bag brand Rimowa in the Spring of 2021, the campaign was on Instagram and Tiktok, with shorter and more direct content than his promotional YouTube videos.
“I have always been a fan of Rimowa as a brand and I had the opportunity to test out their luxury suitcases and see what they are made of,” says Khattri.
Khattri was solely responsible for conceptualizing the video, performing and promoting the product, featuring Khattri strapping on a Rimowa bag and riding his motorcycle through the desert. At the time, Khattri had taken up the hobby of dirt biking through the desert in Las Vegas and was thrilled that he was able to share this through his social media with Rimowa. The concept was a great way to show how well the bag held up in these extreme conditions, as well as showing how useful it was to store mobile gaming devices, which Khattri knew his fans would love.
“They let me ride motorbikes through the desert! What’s not to love! But seriously it was refreshing to be given that much trust and freedom to promote it how we wanted,” he recalls.
The Rimowa partnered video was viewed by over one million people across Instagram and Tiktok, showcasing that Khattri’s creative instincts are right on the money. There’s no doubt as to why so many brands reach out to this illustrious influencer for collabs, and we can expect more branded and engaging content from him for years to come.
