1. How did you enter the content industry?
I think my journey into the content industry began with a childhood obsession with daily soaps. When I got some sense, I developed an instinct for predicting plots, understanding character twists, and reviewing shows. During my college years, I was deeply involved in event management and public relations, which honed my organizational skills but I was always away from the content side of the industry.
The turning point came during the COVID-19 pandemic when I started creating dance content. This exploration led me further into the content world. I started following multiple international artists, just as platforms were emerging to fill the gap left by TikTok’s ban. I landed an internship at Zee5, where I worked on their content platform, Hipi, collaborating with influencers to create engaging tasks. While I enjoyed this, I was eager to dive deeper into the industry, particularly in direction or creative writing.
An interview at TVF was a reality check—I realized how much I had to learn. This motivated me to explore different types of content and platforms. I eventually found a role as a creative associate at Filtercopy, however, it was my decision to choose a talent management role at Clout that truly defined my path. This role allowed me to blend my management skills with creativity, marking a pivotal moment in my content industry career.
2. Which content creators do you manage or have managed in the past?
I have managed a variety of people in my journey till now. Currently I manage Viraj Ghelani, Mr. Anupam Mittal, Sakshi Shivdasani, Rohan Shah, Natasha Bharadwaj and Travel with Searats. In past I have managed multiple comedy beauty, skincare talents and youtubers like Vitasta Bhat, Rinkal Parekh, Malika Dua, Miss malini, Khushaal Pawaar and many more.
3. What made you choose your content creator(s)?
When selecting content creators, I focus on a mix of authenticity, creativity, and adaptability. I look for individuals who not only have a unique voice but also resonate with their audience in a genuine way. It’s essential that they can think outside the box and bring fresh perspectives to the table.
Beyond that, adaptability is key. The content landscape is constantly evolving, and I work with creators who are open to experimenting with new formats, platforms, and trends. It’s not just about having a large following; it’s about having a meaningful connection with their audience and the potential to grow and innovate in the ever-changing digital space.
4. Content creators are always in the spotlight, what goes on behind-the-scenes as a content creator manager?
Let’s start with – There goes A LOT, building a talent is equivalent to building a brand. Behind the scenes, a content creator manager’s role is multifaceted and dynamic. We’re not just managing schedules and collaborations; we’re strategizing to ensure the creator’s brand aligns with their goals and the evolving market. This involves a deep understanding of the creator’s strengths, audience, and industry trends.
We constantly analyze data to refine content strategies, negotiate partnerships, and navigate the complexities of brand deals, ensuring they align with the creator’s identity and long-term vision. Crisis management is also a significant part of the job—whether it’s addressing negative feedback or adapting to unexpected changes, we need to be quick on our feet.
More than this, we give them the answer to a very important question which is, “What’s next?”, an artist is always greedy to do more, it is the manager’s responsibility to push them to achieve bigger and better things. There are always unattended business avenues which we open for the artists which they dream of but we make that possible for them.
5. What is something that you like and dislike about the creator industry from the perspective of a manager?
One of the aspects I love about the creator industry is its dynamism, it is never boring to wake up to the work we do. The constant evolution of trends, platforms, and audience behaviors keeps things exciting and challenging. It’s rewarding to see creators push boundaries, experiment with new ideas, and connect with audiences on a personal level. This creativity and innovation are what drive the industry forward and make it such a vibrant space to work in.
However, the pressure to constantly stay relevant and available is the most challenging. The fast pace can sometimes lead to burnout, both for creators and managers. The demand for continuous content, often dictated by algorithm changes, can overshadow quality and creativity, pushing creators to prioritize quantity over depth. As a manager, it’s a balancing act to ensure that creators maintain their well-being while also meeting the demands of the industry. The struggle is that not every brand or agency understands the depth of content or how the creator industry functions hence there is a constant fight everyday to educate the new ones.
6. What has been the most rewarding part of your journey, and is there any work which you are especially proud of?
The most rewarding part of my journey has been witnessing the growth and evolution of the creators I’ve worked with. Seeing them transition from emerging talents to influential voices in their niches is incredibly fulfilling. It’s not just about the numbers or the followers—it’s about helping them build a sustainable brand and realizing their potential.
There are few projects that I am really proud of, one is the execution of one of first ever influencer marketing campaign for The Souled Store. It was the very first multiple artist campaign I executed, which included developing concepts, writing scripts and executing it end to end. Second and very recent project would be developing and executing, “ That’s So Viraj” stand up show, it is a new IP which I got to work on with Saregama’s Live team. We have already completed two city tours and now are preparing to go international with it. It is a completely new format of business and content that I am exploring right now with one of my artist. Other than these, the relationship which I have with most of the creators is something that I cherish, it’s been more than 3 years since I started managing them and the trust is intact till now, every successful execution and new brand work is a new win as we are growing in this journey together.
7. Personally, do you think that content creator managers should get more recognition, or Do you think that your job works better from the background?
I believe content creator managers play a crucial role, but our work is most effective when done from the background. While recognition is always appreciated, our primary goal is to support creators and help them shine. We’re the strategists, problem-solvers, and behind-the-scenes orchestrators who ensure everything runs smoothly so that creators can focus on their craft.
That said, it’s important for the industry to acknowledge the value we bring to the table. Our work involves navigating complex negotiations, crisis management, and long-term strategy development—all of which are vital to a creator’s success. While we may not be in the spotlight, the impact of what we do is significant, and a little more recognition wouldn’t hurt. But ultimately, the best outcomes come when we work seamlessly behind the scenes, enabling creators to take center stage.
8. What skills have benefited you the most as a content creator manager?
Adaptability and communication have been the most critical skills in my role as a content creator manager. The content industry is fast-paced and ever-changing, so being adaptable allows me to pivot strategies quickly, respond to new trends, and handle unexpected challenges effectively. Strong communication is equally essential. It’s not just about relaying information; it’s about understanding the creator’s vision, conveying it clearly to brands, and maintaining a collaborative environment. Building and maintaining relationships, whether with creators, brands, or other industry stakeholders, hinges on transparent and empathetic communication.
Additionally, multi tasking, ability to force situations and being solution oriented really are the keys to be better at this job.
9. Do you have any advice for someone who is looking to become a content creator Manager?
Everyone has their own journey and learnings in this industry but I will advise anyone new to not take things too personally in this job, be shameless to talk to anyone and everyone and have your boundaries intact. This job is all about being passionate about your creator’s growth and thinking it as a responsibility not as duty to work for new things everyday. The idea should always be to work together and not to work for or under someone.
10. Where do you see the creator industry five years down the line?
Five years from now, I see the creator industry becoming even more integral to the broader media landscape. As traditional forms of media continue to evolve, creators will play a central role in shaping how content is consumed and produced. We’ll likely see more creators transitioning into multi-platform brands, expanding beyond social media to areas like streaming, merchandise, and even virtual experiences in the metaverse. There will be less difference between a content creator and any other actor.
AI and advanced analytics will also revolutionize the industry, offering creators and managers deeper insights into audience behavior and content performance. This will enable more personalized and engaging content, but it will also raise new challenges around privacy and the ethical use of data.
I also feel, it will come full circle and creators will move to making more long content and the demand for authenticity will push creators to focus on quality over quantity. This could lead to longer-term partnerships with brands that align with their values, as well as a greater emphasis on mental health and well-being within the creator community.
Overall, the industry will become more sophisticated, with creators gaining more control over their careers and content, supported by a robust ecosystem of tools, platforms, and management strategies.
