Top UK YouTubers Launch Alliance Pushing For Better Conditions For Content Creators

Top UK creators have banded together to launch an independent alliance championing their interests.

YouTube UK is backing Creator Voices, which consists of The Sidemen‘s rep Jordan Schwarzenberger, DamienTalksMoney, Jade Beason, TLDR News, Grace Andrews and Brandon B. The alliance is being unveiled today at a YouTube Festival in London.

Creator Voices said its members will “leverage their collective reach” and “advocate for institutional recognition and deeper integration with traditional creative bodies.”

The move comes after thousands of creators including Amelia Dimoldenberg put their names to a first-of-its-kind report from YouTube that found its creator ecosystem contributed more than £2B ($2.67B) to the UK economy in 2023. That figure rose to £2.8B last year, according to a newer Oxford Economics Impact Report, which said the number could support more than 60,000 equivalent jobs.

When the report came out, its authors said they wanted the job of content creator to be given government recognition along with better industry representation and access to finance. Since then, digital creators have become an even more crucial cog in the traditional entertainment machine. Dimoldenberg, for example, will host Saturday Night Live UK this weekend, just a fortnight after Hollywood superstar Jeff Goldblum.

“The UK boasts one of the most dynamic creative ecosystems in the world, and digital creators are adding an extraordinary new dimension to that heritage,” said YouTube UK boss Alison Lomax. “While YouTube is proud to support the convening of this independent collective, the voice and vision belong entirely to them. Connecting digital talent with established creative leaders will unlock significant economic growth, foster fresh storytelling and showcase the best of modern British culture on a global stage.”

Earlier this year, we told you how UK content creators like Dimoldenberg, Beason and Munya Chawawa were helping shape the TV industry behind the scenes.