The New Creator Economy: Why Freelancers Must Build, Not Wait
The jobs aren’t coming back the way they used to. Here’s how freelancers can thrive in the New Independent Creator Economy — and why thinking like a brand is now survival.
🎥 How Do We Solve the Current Dearth of Jobs in the Creative Sector?
I’ve been thinking a lot about where freelancers fit in today’s media economy —
especially after speaking at the TV Mindset Freelance Hub this week.
This isn’t just a career shift.
It’s a mindset shift.
Here’s what I shared there — and what’s been circling my mind since.
Very appropriate that this late newsletter lands off the back of the TV Mindset Freelance Hub.
It was a real privilege to be asked to open proceedings.
But even more so to spend time with the people living through the downturn firsthand.
It was eye-opening. And emotional.
The Freelance Hub was held at the brilliant Film and TV Charity offices in Golden Square — a full-circle moment for me.
My freelance career actually started in Golden Square.
First freelance gig? Granada TV’s Stars in Their Eyes.
Rehearsals and auditions were just up the street at Granada’s offices.
Back then, the independent channel system was thriving.
Seventeen companies from Tyne Tees to Anglia, all making first-call shows like The Tube and Survival.
Even the Channel Islands had a broadcaster.
Now? One company: ITV.
And even they struggle to fully fund themselves through ad revenue.
No blame — it’s evolution.
But the change is real.
Talking to producers (crew, you’re next, don’t worry),
I spotted a pattern.
In the old TV economy, the audience was the end of the chain.
The broadcaster acted like a publisher, funded by brands.
The product — the programme — was created to solve a complex equation between advertiser, broadcaster, and audience.
Freelancers like us were brought in to make the product.
The selling, the legal, the admin — all handled elsewhere.
Which left us with a certain mindset: wait for the phone to ring.
Going direct to brands or audiences feels intimidating.
So people wait.
And right now, that’s a killer.
✨ The Creator Economy Isn’t Just for Influencers — It’s Your Next Opportunity
The creator economy is no longer a niche.
It’s a $250 billion sector today, projected to double soon.
But most freelancers from TV, media, and publishing still think it belongs to YouTubers and lifestyle influencers.
That’s a mistake.
The creator economy is simply a new way to package and sell your skills and knowledge —
direct to an audience, without waiting for gatekeepers.
It’s not about followers.
It’s about engagement.
What’s Changing:
Barriers between “content creators” and “professionals” are gone.
Audiences pay for knowledge, experience, and entertainment — not just viral dances.
New revenue models (subscriptions, memberships, direct sales, micro-courses) mean multiple small income streams = more control.
How to Think About It:
If you can pitch a show, edit a reel, design a deck, or run a live shoot — you already have creator economy skills.
The shift is mindset — not talent.
It’s about thinking like a brand.
Building an audience.
Owning your work — not waiting for permission.
📜 Quick Note on CVs — Tell Me a Story
One more thing that struck me after the Freelance Hub conversations.
CVs are all starting to look the same.
AI polish and professional CV writers have made everything… beige.
If we obsess over thumbnails and hooks for YouTube —
why are we still treating our CVs like laundry lists?
Don’t give me a list of credits. Yawn....
Don’t start with your education. Everyone does
"I recently studied for and MA in film studies at Brighton University.
I Just achieved and MA in TV production from Salford University.
It all started blowing up my action men in the back garden, I'd film them to create action scene with a Canon 514XL i bought with my paper-round money. I've been obsessed with visual storytelling all my life, I am dyslexic, it was the only way i could find my voice.
I love film and just achieved a First in Film and TV production from UCA.
Which one are you going to read?
Here are five example openers that actually catch attention:
“Ever since I directed my first short film with nothing but a borrowed camera and a group of friends, I’ve been obsessed with storytelling that moves people.”
“I’ve always believed that the best solutions start with the right questions—which is why I’m drawn to the investigative nature of science.”
“Growing up dyslexic taught me how to think differently, and that difference has become my greatest strength in solving creative challenges.”
“What began as a fascination with courtroom dramas became a real-world passion after I shadowed a barrister for a week during school.”
“I thrive where ideas, people, and pressure collide—whether directing a live broadcast or leading a team through a creative pitch.”
And when you list credits?
Put the recognisable shows first.
Hook the reader.
🚀 Back to N.I.C.E.
Here’s the bigger picture:
We’re at the start of N.I.C.E.
(Not another procedural cop show — don’t worry.)
The New Independent Creator Economy.
In this new economy, freelancers can go straight to brands for funding,
or straight to audiences through social media.
You don’t need to become a full production company.
You just need relationships.
And a story that moves people.
The old agency model is being democratised.
And if you have a strong story — there’s never been a better time.
N.I.C.E. is set to double in turnover within two years.
Collaboration will drive it.
Don’t wait to be picked.
Pick yourself.
🎬 And for the Crew:
If you’re crew — be ready for N.I.C.E.
Yes, there’s a lot of self-shooting right now.
But the new independents — the Sidemen, MrBeast — they now employ armies of technical crew.
If the new creators succeed, they’ll need you.
Badly.
Join and play N.I.C.E.ly. (Sorry, had to.)
Honestly?
I’m delighted “Independent” got added to the new creator economy.
The metaphorical possibilities are endless.
✍️ Final Thought
I don’t pretend to have all the answers.
But if there’s one thing I’m sure of:
Those who build their own momentum will be the ones still standing five years from now.
Thanks for reading.
Thanks for thinking differently.
Thanks for moving.
And if this sparked any ideas for you — hit reply and let me know.
I’d love to hear how you’re thinking about the next move.
— Jonathan
(Still surviving, still creating, still not waiting for permission.)
#CreativeEconomy #FreelanceLife #NewIndependentCreatorEconomy #FutureOfWork #AltMedia #Storytelling #NICE