‘The Rise’: YouTube UK celebrates the talent fuelling the British creative industry
Dec 04, 2020 – minute read
Dec 04, 2020 – minute read
At YouTube, we believe open platforms create greater equality of opportunity. Over the last decade in the UK, we’ve seen YouTube playing an important role in helping young artists and creatives go from unsigned and unknown hopefuls to national and global superstars. 2020 has put a spotlight on the dynamism of creators and artists all over the world and certainly, in the UK. Creators adapted their process, reinvented their formats and found new audiences as the world looked for information, entertainment and community online throughout the COVID-19 pandemic.
But this year also proved that we’ve long known to be true: YouTube provides a level playing field for creatives looking to share their passions with the world, removing key barriers for the rise to success. In the UK, ComScore cites that YouTube is used by over 96% of online adults in each month, with the average online adult watching 46 minutes of YouTube per day. This incredible scale of viewership firmly puts YouTube creators in the beating heart of the UK’s creative industry and economy.
YouTube helps give anyone with a creative idea a voice and a platform to share their creativity with the world.”
Whether it’s Joe Wicks MBE becoming the nation’s PE teacher during lockdown, Dina Tokio breaking down barriers to celebrate her Muslim heritage with the rise of modest fashion, GRM Daily revolutionising the world of Black British music, or Sherrie Silver, shaping dance trends for some of the world’s greatest hits, YouTube helps give anyone with a creative idea a voice and a platform to share their creativity with the world.
Today, to celebrate some of the British creators and artists who have pioneered the platform in the UK and are changing the game across a range of genres, we’re introducing ‘The Rise.’ It’s a celebration of great British creative talent, featuring some of the platform’s most recognisable and successful pioneers, like KSI, Daniel Howell, Yammy, Robbie Lyle of AFTV and more. They have each selected someone who they believe is one of the UK’s most exciting rising talents -- the creators and artists making waves in Britain. This collection of diverse voices represent the sheer breadth of British talent on YouTube across cultural touch points.
‘The Rise’ heralds the 10 YouTube talents destined to be the next big thing, as chosen by some of YouTube’s current British top stars. Their voices — so bold and so brilliantly British — are shining examples of everything that open platforms promise.
The nation’s PE teacher — Joe Wicks MBE, whose daily family fitness routines during lockdown have made him a national treasure — has named Gabriel Sey, aka “The Active Black Dad,” as a rising star. He believes that Gabriel’s commitment to health, fitness and sharing real insights on raising kids is an inspiring look at British family life.
KSI — British cultural icon and true YouTube pioneer with an astounding 22 million subscribers — has chosen to spotlight emerging viral comedian and entertainer Yung Filly. Both are endemic creators to YouTube, and their work shows the crossover potential between areas of creative passion — moving seamlessly between entertainment, comedy and music.
Globally-renowned dancer Sherrie Silver was discovered on YouTube, going on to create the groundbreaking Afrobeats choreography in Childish Gambino’s “This Is America.” Proof of the platform’s potential to serve as a launchpad for new stars, Sherrie is naming Afro-dance King A-Star, whose song ‘Kupe Dance’ sparked a global viral challenge, as a must-watch.
Over the last decade, Daniel Howell has earned over 1 billion views with his comedic and deeply authentic videos. Fearlessly sharing his experiences with depression and coming out, Dan has named Jessica Kellgren-Fozard of Jessica Out Of The Closet as a rising star. Rapidly making a name for herself as one of the UK’s most honest entertainers, Jessica brings a love of vintage fashion, a genuine take on life as a lesbian, and a commitment to raising awareness for disabilities around the world.
Yasmin Uddin, a young mum from Leeds who turned her gaming channel Yammy into a full-time career, has named mum life and family vlogger, SJ Strum, as a rising star. Yammy believes SJ is an inspiration for other mums who are looking to express themselves and share their family lives safely and joyfully on the platform.
A true pioneer of the football fan channel movement in the UK, Robbie Lyle founded AFTV with the ultimate goal of giving fans a voice. Now, with nearly 1 billion views, Robbie has named Tottenham superfan, Expressions Oozing, as a rising star. Expressions Oozing’s infectious comedy and insightful antics make him a game changer for the football fanworld.
Colin Furze, YouTube’s resident mad scientist from Lincolnshire, has long been at the forefront of some of Britain’s most exciting inventions. He believes Ruth Amos and Shawn Brown, the creators behind Kids Invent Stuff, are going to transform the invention and learning world for British experimenters by helping to bring kids’ imaginations to life through feats of wild engineering.
Famed pioneer of ‘modest fashion,’ Dina Tokio has always embraced her Muslim heritage and been honest about the prejudice she’s faced. An inspiring example of being true to yourself, Dina has named Dr Amina Yonis, who gained her PhD at 25, a rising star and someone she sees as a future icon for Muslim women in the UK.
When Jay Flynn MBE closed his pub during early lockdown this year, he turned to YouTube and accidently created the world's largest virtual pub quiz, raising nearly £800k for charity and earning himself an MBE in the process. To celebrate a shared spirit of community and charity, Jay has named Jack Edwards as a model for giving back. Jack is the founder of The StudyTube Project, an educational YouTube collective of creators who came together to keep learning alive in lockdown.