Indie Content Creator: Anthony Joshua’s fighting spirit
Boxing has proven to be a very popular sport in which people fill up venues in order to cheer for their favorite contender in a big, flashy and heavily marketed event. It also symbolizes a moment of gathering at home for many families around the world who feel pride for the boxer that once used to train in the gym just around the corner. For Anthony “AJ” Joshua, a mix of the best of these both worlds is what makes his channel an undefeatable contender.
In his collection of different chronicles, Joshua invites audiences into a detailed depiction of his life as a professional boxer, where he consistently decodes what success means to him based on the ways he decides to approach it. The platform also presents videos specifically dedicated to Joshua’s craft, which can range from training to the promotion for an upcoming fighting event. The channel was launched on April 21, 2017.
The selection of videos are brilliantly executed. Most of the techniques implemented on Joshua’s channel are reminiscent of the HBO documentaries that would premiere before a big match. The transitions, editing, and quality of the content presented are all striking to the viewer's eye. Videos can range from 2 to 12 minutes depending on what content is presented.
Other videos present Joshua having a one to one conversation with his audience about his successes and losses in the boxing arena. He also delves into discussing events from his life for motivational purposes. This can include “vlogs”in which he shares his experiences in visiting other countries including Nigeria, where he spent most of the early years of his life.
Joshua’s presence is another factor that can be added to the growing success of his platform. His approachability and truthness when discussing topics about his life story or passion speaks to high volumes about his willingness to spread his knowledge and positivity to his audience. He also is not bashful to open up about his faith or satisfy the complex discussions that stem from this broad concept.
This has proven to be the foundation for Joshua’s strong community following, which is mainly based in the UK. His YouTube channel currently holds 635k subscribers with 55 videos posted every 3 to 4 months. His recognition in both boxing and the digital community has led to over 11.3 million followers on Instagram, 3 million followers on Twitter, and over 5 million members on Facebook.
Joshua made his professional boxing debut in 2013. He is currently a two time unified heavyweight champion having held the World Boxing Association and International Boxing Federation titles in 2019. He also held the titles of the World Boxing Organization and the International Boxing Organization in the same year, and regionally the British and Commonwealth Box Council titles from 2014 to 2016.
His victories to five world heavyweight champions has led Joshua to become a marketable athlete. His partnerships with Under Armour, Beats by Dre, and Lucozade are all endorsements that are shown in the course of his videos. He is also set to make an appearance as an exclusive character in the upcoming fourth UFC video game that will be released on August 14 in all popular gaming platforms.
Joshua has also set out to create his own athletic line titled AJBXNG. The collection was created with the mission to make high quality fitness, boxing and lifestyle apparel accessible. It also includes basic accessories and over 108 products currently on the online store.
Anthony Joshua has proven to be a force to be reckoned in the boxing world. Swinging from the boxing arena to the computer screen, this indie content creator shows no signs of slowing down in conquering the world with his success. Audiences better watch out for this channel, as it’s fighting spirit might prove to be a knockout for most.
