As I sit in my office, surrounded by the signed CDs, platinum discs, and plaques that serve as reminders of my journey in the music industry, I can’t help but reflect on how far I’ve come.
From the early days with JLS, when we were the runners-up on The X Factor in 2008, to becoming a solo artist, the journey has been nothing short of incredible.
Over the years, we’ve sold millions of albums, won Brit Awards, and even had the chance to perform with the Jackson brothers.
But today, I find myself facing a new challenge—a challenge that affects not just me, but the entire creator economy.
The Rise of the Digital Creator Economy
While I’m still active as a musician, actor, and presenter, I now also embrace a new role: that of an influencer and content creator.
I’ve built a following of over a million people on TikTok and more than half a million on Instagram, sharing everything from my music to sketches and other creative content.
These platforms have allowed me to be more creative than ever before, and more importantly, they have become my main source of income.
Alongside the success of JLS, I now rely on my digital presence to support my family, including my wife, Sarah, and our three kids.
But this source of income, which many creators like me depend on, is now under serious threat—thanks to the rise of artificial intelligence (AI).
The Economic Impact of Creators
You might be wondering why this matters to the wider economy.
Some may still view influencers and digital creators as a passing trend. But the numbers speak for themselves.
In 2022 alone, TikTok contributed over £1.6 billion to the UK economy, while YouTube generated around £1.4 billion.
These platforms not only allow creators to earn money through partnerships, brand collaborations, and live performances but also drive discovery for local businesses and lesser-known brands.
Over the past few years, the number of content creators in the UK has exploded, with over eight million new creators joining since 2020.
Today, there are a staggering 16.5 million people who identify as creators in the UK. It’s a thriving industry that has become a cornerstone of modern entertainment and commerce.
The Unexpected Journey of a Creator
When I first joined social media over a decade ago, it was mostly out of professional necessity.
Back then, it was all about maintaining an online presence to keep my music relevant.
The idea that social media would eventually become a platform where I could creatively express myself and make money was, honestly, beyond my imagination.
But over time, as platforms evolved, I found myself enjoying the creative freedom they offered.
During the pandemic, I began using TikTok more frequently to connect with my fans.
I posted sketches, jokes, and music, and to my surprise, the commercial opportunities started to pour in.
Brands approached me for collaborations, and what began as a way to stay connected with fans turned into a way to make a living.
It’s a dream come true for me. As much as I would love to be on the road touring every day, it’s simply not possible.
But through digital platforms, I can still create, stay with my family, and help brands reach wider audiences.
The Growing Threat of AI to Creators
However, all of this is now at risk due to AI. Big Tech is increasingly using AI to scrape content from digital platforms to train its models.
The UK government is currently consulting on potential changes to copyright laws that could allow this kind of exploitation to happen legally.
If this happens, the consequences for creators could be devastating.
Musicians, authors, and now even influencers could see their content—whether it’s their words, images, or entire brand—stolen and repurposed by AI systems.
We’ve already seen the rise of AI-generated influencers, virtual personalities that can create vast amounts of content without the need for real human involvement.
These AI influencers have amassed millions of followers, all while taking away opportunities from real-life creators.
The issue of “scraping,” where AI systems extract data from content creators’ work and repurpose it, is just as harmful to influencers as it is to musicians and writers.
When AI takes content, it reduces the engagement for real creators, stealing followers and clicks.
It’s a phenomenon that can drown out the authentic voices of real people, replacing them with digital imitations that have no soul.
The Past Lessons and Future Concerns
When I first entered the music industry, the biggest threats we faced were things like copyright infringement and occasional plagiarism.
There was always a need to be vigilant, watching for anyone trying to steal lyrics or melodies.
But even then, the industry was changing. Streaming services like Spotify introduced new challenges, and while they opened up access to music, they didn’t always offer fair compensation to artists.
Today, however, AI is changing everything, and the stakes are much higher.
It’s not just about stealing a lyric or a melody anymore; it’s about the very essence of what creators do.
AI could replicate entire personas, take creative ideas, and use them without consent or compensation.
The reality of this situation is still unfolding, but the implications could be catastrophic.
A Call to Action
That’s why I’m calling on the government to step up and protect the creative industries.
The laws surrounding intellectual property must be updated to ensure that creators, whether they’re musicians, authors, or digital influencers, are protected from the potential harm caused by AI exploitation.
Without these protections, everything I’ve worked for—along with the efforts of millions of other creators—could be at risk.
It’s easy to dismiss the importance of what we do as content creators, but the reality is that the creative economy is a vital part of our modern world.
What I do now is just as important to me as my time in JLS was.
If we don’t take action, we could lose the very thing that makes this new digital age so exciting: the opportunity for creators to thrive and succeed.
Aston Merrygold is a musician, actor, content creator, and member of the boy band JLS.