Leading UK content creators have launched Creator Voices, an independent alliance seeking better recognition, representation and working conditions for digital creators. Supported by YouTube UK, the group aims to connect online talent with established creative organisations and influence how the industry and government support creators.

The founding members include representatives from The Sidemen, DamienTalksMoney, Jade Beason, TLDR News, Grace Andrews and Brandon B. The initiative follows reports estimating that YouTube’s creator ecosystem contributed £2.8bn to the UK economy last year and supported the equivalent of more than 60,000 jobs, highlighting creators’ growing importance to traditional entertainment.