Why is Hustle Economy called so?

I’m not sure if this question fits on this site. I’ve been coming across the term Hustle Economy lately in articles such as this.

I’m not a native speaker of English and I’m having trouble understanding what is the sense in which hustle is used in Hustle Economy.

The definitions of hustle I read vary from something that is forceful, aggressive, unethical or even illegal work to prostitution. It seems to be a derogatory word.

Whereas the activities of Hustle Economy include using creativity to create individual products – like a YouTuber, creating online courses and so on. What is the hustle in these activities?