A construction worker from Newcastle has transformed his life after a video of him dancing in an Ibiza nightclub turned him into an online sensation and, now, a self-proclaimed millionaire.
From Building Site to Ibiza Stage
Jack Kay, a 26-year-old father from the North East, was filmed last year showcasing his unique dance moves at the O Beach Club in Ibiza. His now-iconic look – featuring a sharp bowl haircut, large sunglasses, and a heavy gold chain – combined with his confident vibe led social media users to dub him the 'Ibiza Final Boss', a title comparing him to a tough end-level video game character.
The clip spread like wildfire online, but Jack had already returned home to the UK when his fame peaked. He was soon inundated with messages from major players in Ibiza's party scene, including club owner Wayne Lineker, who invited him back to the island.
Cashing In on Viral Stardom
What began with free trips, including a private jet flight with friends, quickly evolved into a lucrative new career. Jack started commanding large fees for paid appearances at clubs and events across Ibiza and the United Kingdom.
Earlier this year, he disclosed that he had earned an astonishing £800,000 in just the first six weeks after the video went viral. His profile was boosted further by appearances at major events like the Creamfields festival in Cheshire.
According to a recent report, his total earnings have now surpassed the £1 million mark, with an additional £200,000 accrued from various promotional deals and appearances. His income streams include:
- Instagram promotions, earning around £2,000 per post.
- Paid club appearances, where experts suggest influencers can make up to £10,000 per show.
- A merchandise line with fashion retailer Boohoo Man, a deal reportedly worth a five-figure sum.
Life as the 'Final Boss'
Jack has been seen enjoying the trappings of his new-found wealth, notably driving a £55,000 Range Rover SVR with a personalised 'BOSS BZA' number plate. However, he emphasises that the greatest benefit is being able to provide for his young daughter.
In a Channel 4 documentary aired in September 2025, he said, "I'm trying to keep myself on a level head with it because I've got a little daughter back home. I had nothing growing up so to give her the life when she's older, she can have anything she wants, is just unbelievable."
Despite his success, Jack missed out on trademarking the 'Ibiza Final Boss' phrase, as an unknown individual secured it in the early days of his fame. He has, however, recently filed to trademark the slogan 'Be Your Own' for music-related events, hinting at future business plans, though a scheduled DJ event in Newcastle under this banner was cancelled.
