Read the full case study: I Pranked America's Most Racist Man
Niko Omilana tricked the national director of the Knights of the Ku Klux Klan into a fake BBC interview, and Tom produced it end to end at New Waves, Who Dis?: it is the most watched video in his catalogue.
Client: Niko Omilana
Tom's role: Producer, end to end, including packaging and release. Co-Founder and Head of Talent Management, New Waves, Who Dis? (Jun 2021 to Nov 2023).
Years: 2022
Platforms: YouTube
Key numbers
- 47,563,094: long form views on the primary upload
- 13 May 2022: release date, on Niko Omilana's channel
- 11,000,000+: views within three days, as reported by Indy100 on 16 May 2022
- 2,325,579: likes on the video
In short
- One long form video on Niko Omilana's channel, released 13 May 2022.
- Niko travels to Harrison, Arkansas, to test its reputation as America's most racist town.
- He traces that reputation to Thomas Robb, national director of the Knights of the Ku Klux Klan, and gets an interview by saying he works for the BBC.
- Tom produced it end to end at New Waves, Who Dis?, and owned its packaging and release.
- 47,563,094 views in Tom's work, the most watched video Tom has worked on.
- Covered by The Independent, Indy100, the Arkansas Times and WalesOnline within three days.
The starting point
New Waves, Who Dis? was the UK YouTube production company Tom co-founded with Sam Hilton, running from June 2021 to November 2023. It produced for British creators including Niko Omilana, JiDion, TheBurntChip, Calfreezy and ChrisMD. Niko is a British YouTuber known for prank, stunt and political satire videos, and a co-founder of Beta Squad. Before this video he had already got a parody party endorsed by Tommy Robinson and come fifth in the 2021 London mayoral election. His channel had a track record of trolling racists on camera.
What Tom did
Tom produced the video end to end. That covered the production itself and the packaging and release. In Tom's own account, the plan came together in 90 minutes. Niko rang him mid trip to say he had convinced the KKK leader he was from the BBC. Tom says the thumbnail took him five minutes. The video is filed in his record under Produced, Format and strategy, and Talent supplied.
How it was made
The format. A single long form documentary prank, 34 minutes 56 seconds on YouTube.
The structure. The video runs in four movements.
- It opens by promising the ending in its first sentence.
- For the first 12 minutes Niko looks for the racist town and does not find it. Locals are warm.
- At 12:06 the thesis turns: one man has given the town its name.
- From there it becomes a hunt, then the interview, then the reveal.
The interview. Niko does not confront Robb. He lets him talk. He then walks Robb into shouting out invented supporters in a town called "Clapped". One of those invented names, "B-yell-eem", is pronounced BLM.
The ending. Niko gives money to Richard, the Harrison local who drove him around, to fund his surgery: $1,000, then a further $4,000.
The one moment. Tom's lesson from it: the whole video hung on one sentence the team could not guarantee. A format built on an unrepeatable moment needs a version that still works if the moment never comes.
What viewers replay. YouTube's most replayed marker sits from 19:54 to 20:57, the run into the interview, and again on the last 42 seconds.
The companion upload. A second video, KKK Leader Tells Niko About JiDion (Multiverse has opened), went out on Niko's NDL channel the same day. It has 3,627,416 views in Tom's work.
The results
- 47,563,094 views in Tom's work.
- 47,773,109 views on YouTube on 25 October 2026.
- 2,325,579 likes in Tom's work.
- More than 11 million views by 16 May 2022, three days after release.
- Rank 1 of 720 videos in Tom's work.
- 12.5% of all the views across Tom's catalogue when it was last measured, across 691 videos at the time.
- Four outlets covered it on 16 May 2022: The Independent, Indy100, the Arkansas Times and WalesOnline.
- Niko's Wikipedia page names it as the video that sent him viral in May 2022.
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