The Ibiza Final Boss, now a millionaire, has plans to host his own festival after achieving rapid fame.
Jack Kay, known for his distinctive gold chain, designer sunglasses, and signature sharp bowl haircut, unexpectedly became an internet sensation last August. He was captured on video dancing at Wayne Lineker’s O Beach Club, which catapulted him into the spotlight.
Once a construction worker in Newcastle, Jack has shared that he amassed £800,000 within just six weeks following the viral video. Since then, his earnings have increased by another £200,000.
Jack’s swift rise to fame has been featured in various media outlets, including a Channel 4 documentary. He has also enjoyed numerous perks, such as a yacht trip valued at over £10,000.
Now, he is aiming for even greater achievements.
Recently, Kay submitted a trademark application with the UK Intellectual Property Office for the phrase Be Your Own, targeting ‘presentation of music concerts; music festival services,’ as reported by The Sun.
The move opens the door for him to launch his own nightclub, festival and to operate exclusively as a recording artist, DJ and producer.
Once approved, the trademark will be protected for 10 years, shielding the Ibiza Final Boss from bootleggers already circling his name.
The 26-year-old Jack Kay soared to fame in August 2025 after he was filmed ‘cutting shapes’ on the Spanish party island with a baby pink cup in his hand
Kay signed a five-figure deal with boohooMAN, with images showing him revelling in his glory as he posed with a black boohooMAN T-shirt plastered with his trademark name on the back
While the cash was pouring in, Kay missed out on trademarking the Ibiza Final Boss name after another party swooped in and snapped it up during the height of his sudden fame.
In a hastily filmed documentary charting his meteoric rise, the father-of-one laid bare the scale of his earnings and his motivation for keeping grounded.
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.’
Since then, the perks of fame have come thick and fast.
Kay now cruises around in a £55,000 Range Rover SVR complete with the personalised plate BOSS BZA, after signing a string of lucrative deals.
He landed a a five-figure contract with Boohoo Man, embarked on a club appearance tour and was even flown back to Ibiza by private jet, earning an eye-watering £60,000 a day.
He made a triumphant return to O Beach Club to wild crowds, was booked for UK events by Scottish promotions firm Lionheart Entertainment, and teamed up with London musician Carnao Beats to release a techno track on Spotify.
The Ibiza Final Boss has also graced the stage at Creamfields festival in Cheshire and now commands £2,000 per Instagram post to plug products.
Merchandise has become another revenue stream – with even the person who filmed the original viral video cashing in by selling their own Ibiza Final Boss gear.
Kay now cruises around in a £55,000 Range Rover SVR complete with the personalised plate BOSS BZA, after signing a string of lucrative deals
Kay (pictured) has become a viral phenomenon with his sharp bowl haircut, neatly manicured beard, sunglasses, chain and blinding grin – catching the attention of promoters, talent agents and brands looking for the next big thing
Brand and culture expert Nick Ede told the Daily Mail in August: ‘It’s amazing how he has captured the zeitgeist – he’s the most popular thing since the Jet2 holiday adverts, and he can maximise on this for quite a while.
‘He’s a living caricature. People don’t really look like that but he is exactly what you think people who go to Ibiza should look like and be like. It’s actually crazy.’
And he added that Kay’s masterstroke move of signing with top talent agent Dave Read would steer him well.
Read and his talent agency Neon Management are credited with making reality star Joey Essex a millionaire.
Like other overnight viral stars such as ‘Hawk Tuah girl’ Hailey Welch and ‘Salt Bae’ Nusret Gokce, Kay enjoys a boom in freebies, appearances and sponsorship opportunities.
Mr Ede continued: ‘He’s off doing nightclub appearances in Ibiza and I can see him doing others around Europe, being sent around by cheap holiday companies to promote their resorts.
‘Then, 100 per cent, he’ll do nightclub appearances in the UK and that’s really lucrative. You can do four or five of them a night.
‘That’s going to be regular and they pay five to ten grand per appearance. Do four of them a night on a Friday and a Saturday and you can make a lot money.
‘That’s how people on TOWIE made their money. It wasn’t through the show: it was through their nightclub appearances.’
