In a world where technology is reshaping the creative landscape, Willonius Hatcher is a pioneer standing at the crossroads of artistry and AI innovation. As an award-winning filmmaker, comedian, and storyteller, Hatcher has used AI to craft groundbreaking projects, including the viralhit and sample “BBL Drizzy,” which sparked conversations globally about creativity, originality, and the role of artificial intelligence in the creator economy.
In our recent Creative Iterations podcast, hosted by Take Creative Control’s Kim Tignor and Hollis Wong-Wear, Hatcher delved into his creative process, the impact of AI tools on his artistry, and the significance of ownership in the digital age. Here’s a closer look at the insights he shared, enriched by broader industry discussions about generative AI.
The Birth of “BBL Drizzy”
“BBL Drizzy” emerged during what Hatcher describes as a moment of creative experimentation. He was participating in a 48-hour AI film festival, working intensely on a video project, when he decided to take a break and experiment with AI music tools. Within hours, Hatcher created a track that would go on to spark global intrigue.
Initially uploaded without much fanfare, the song quickly gained traction on social media, proving the unpredictable nature of virality. Reflecting on the moment, Hatcher said, “I was in such a flow state this year, releasing something almost every week. I didn’t think much of it until my phone started blowing up with messages and notifications.”
The virality of BBL Drizzy was amplified further when renowned producer Metro Boomin remixed it. Not long after, Drake and rapper Sexxy Red sampled the track, making it one of the first mainstream music hits to integrate an AI-generated component.
What Does It Mean to Be Original in the Age of AI?
Generative AI systems like the tools Hatcher uses operate by analyzing vast datasets to identify patterns and generate new content. However, as industry experts point out, this process is fundamentally rooted in recombining pre-existing material, raising questions about the authenticity of “originality.” Axel Schwanke, writing on the limitations of generative AI, notes that while these tools can enhance human creativity, they lack the ability to innovate or infuse work with genuine emotional depth.
For Hatcher, originality in the era of AI is about leveraging these tools to bring creative visions to life while maintaining authorship over the work. He emphasized, “I write everything I make. AI helps with execution, but the ideas, lyrics, and creative direction are uniquely mine.”
Hatcher’s journey aligns with views expressed in the Georgetown Journal of International Affairs, which highlights the ethical dilemmas posed by generative AI. Artists like Hatcher are navigating uncharted territory where traditional notions of originality must evolve to accommodate tools that blur the lines between human creation and machine assistance.
The Challenges and Rewards of the AI-Driven Creator Economy
Hatcher is candid about the hurdles he has faced as a creator in the AI space. While the success of BBL Drizzy opened doors, it also brought challenges in navigating intellectual property, revenue generation, and ethical complexities.
Generative AI, as explored in the Harvard Business Review, has the potential to disrupt creative industries by flooding the market with AI-generated content. This, coupled with the use of copyrighted material in training AI models, has raised legal and ethical concerns. Hatcher, however, remains optimistic, championing a creator-first approach: “If we’re making things that are impactful, we should be able to monetize them and protect our work. Creators deserve the chance to build wealth and pass it on to their families.”
The Democratization of Creativity
One of Hatcher’s key messages is the democratizing power of AI tools. For him, the rise of AI represents an opportunity for creators from diverse backgrounds to bypass traditional gatekeeping and realize their visions independently.
“You don’t need a Hollywood budget to make something impactful,” he shared. “With AI, you can create an entire feature film on your laptop, doing voices, animations, and more on your own. It’s not about waiting for someone to tell you your idea is good. You can just go out and make it.”
This ethos resonates with discussions in the Georgetown Journal, which emphasizes the role of AI in empowering historically marginalized creators. The ability to bypass traditional barriers democratizes access to creative platforms, allowing creators to innovate on their own terms.
The Future of Creativity and Regulation
Hatcher’s story highlights the urgent need for regulatory clarity around generative AI. As AI continues to disrupt creative industries, it is critical to establish frameworks that protect creators while encouraging innovation. Without such protections, the growing influx of AI-generated content could dilute the value of human artistry and exacerbate disparities in the creator economy.
As the Harvard Business Review argues, the challenge lies in finding a balance where technology acts as a complement to human creativity rather than a replacement. For Hatcher, this balance involves continuous learning and adaptation: “Surround yourself with good people, stay consistent, and keep refining your craft. AI is a tool—but it’s up to us to use it thoughtfully.”
Looking Ahead
For Hatcher, the future of creativity is as much about ethics and inclusion as it is about innovation. He hopes to see more creators of color at the forefront of technological advancements and envisions a world where creators are valued and compensated fairly. His story is a powerful reminder of the potential of AI to amplify human creativity while emphasizing the importance of protecting and celebrating original work.
At Take Creative Control, we’re proud to spotlight innovators like Willonius Hatcher, who challenge norms and redefine what’s possible in the creator economy. His journey reminds us that with the right tools, mindset, and support, creators can not only thrive but shape culture in profound ways.
Listen to the full podcast here.
