1. How did you enter the content industry?
I started my career as a Radio Jockey in my hometown. I was a Malayali Radio Jockey in 2012. Since school, I always wanted to work in the entertainment industry. I always liked how shows or content of any format were ideated, filmed and released. The process of content creation has always fascinated me. I was part of Theater, Dance and events in my hometown (Thrissur, Kerala) and that kind of made me so close to this process and understanding artists.
I dreamt and worked towards working in the entertainment industry and today I head the South Talent Roster at Clout. I am happy to say that I could help a lot of artists achieve what they have dreamt, and I could be a part of their journey.
2. Which content creators do you manage or have managed in the past?
I manage South popular creators like Mac Macha, Vividh the Kurta Guy, Disha Madan, Arjun Manohar, Joel Joseph etc and I have managed Kannada popular artists like Raghu Gowda, GJ Krish, Sneha Shenoy, Udaal Pavvya and many others.
3. What made you choose your content creator(s)?
When I joined Clout, there was a strong vision of a growing Creator economy in the South.
In 2021 we started with a small roster and today we are number one in the Bangalore market.
We started with the Karnataka market by identifying creators who are growing and passionate.
Mac Macha in 2021 was a growing artist with a unique content style. The story telling had a different flavor and the comedy had fresh visuals. He had a vision to grow and become an Actor. His comedy reels hence reveal his passion for acting.
So when I onboard I try to understand what the creator aims and what he / she can bring in terms of uniqueness.
Which community is consuming this content? Is this content style innovative?
In a nutshell…
Creator’s aim, Community & Content Style.
If there’s clarity in this, a good talent manager can 100% navigate the artist.
4. Content creators are always in the spotlight, what goes on behind-the-scenes as a content creator manager?
Life of a Content creator manager is dynamic. Everyday there will be something new.
From understanding and guiding on content journey, understanding them personally well and guiding through the process of being brand friendly, managers play a crucial role.
Handling Crisis with a practical solution that is keeping all stakeholders happy is often the most happening thing in the life of a content creator manager.
Most of my creators call me their “Momager”. I do consider my creators as my kids and their growth is also mine since this is a teamwork.
There are good days and bad days and working it out together is what makes this job interesting and happy.
5. What is something that you like and dislike about the creator industry from the perspective of a manager?
I like how we get variety and creativity involved on a daily basis. Let it be Content, Chaos or Creative solutioning there is always something new to think and do. So Brain is always Braining!
I love the fact that this is a never boring job but sometimes it can get overwhelming because this industry works 24*7, we are seeking progress every day!
But this also means that There is no break! There is no concept of being away!
This can be challenging since work life balance is poor for the manager. Since we work closely with creative people there are no dull moments, but breaks are necessary for everyone and it’s tough in this industry.
6. What has been the most rewarding part of your journey, and is there any work which you’re especially proud of?
Growing the south roster and especially bringing personal branding to regional creators have been my personal happiness project.
There was a time when brand communication was only prioritized in English or Hindi.
Today, that perspective has changed. I am very proud to say that today a regional creator is valued in the creative economy and is respected for the regional and cultural context he/ she adds in content.
Kannada / Tamil / Malayalam content is as valued as Hindi / English content.
Brands are much more open to invest in regional markets, regional creators are invited and valued while promoting cinema or events.
The success of Kannada creator group (Udal Pavya, GJ Krish, Vadiraj, Sneha Shenoy) being invited for Shark tank promotions and IPL Commentary.
Mac Macha being able to organize his Fans meet & greet in Bangalore.
Working closely with Meta, ISL, IPL promotions in regional markets and fetching results have been the most rewarding part of this journey for me.
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?
Well, managers are the spokesperson.
Often the relationships Managers make become crucial for business, PR and growth of artists. So, my take will be that the manager cannot be considered as a facilitator, but recognition will only help to build stronger business relationships.
Yes, the stardom is for the creator but the manager is the face when it comes to business, so recognition is important.
8. What skills have benefited you the most as a content creator manager?
Time Management and Communication would be my strongest skills.
Hypothetically giving a chaos situation: There can be a day when the entire shoot plan can go wasted because it has rained, the artist doesn’t have another free date soon and the client is impatient with the entire process, so how to solve this and communicate so that everyone stops panicking! The answer is honest communication and giving a practical solution.
Additionally, Common Sense can sound easy but applying common sense can grow the manager to heights!
9. Do you have any advice for someone who is looking to become a content creator Manager?
My advice would be to Learn & Understand your Creator’s content. If you understand strengths and weaknesses, you will be able to navigate and fetch the right opportunity for your talent.
Work as a team, it will go a long way. This is not an easy job and space; it will take time to learn and grow so get the basics right and be patient. Skills like Crisis Management, Negotiation, and Growing a Network do take some time, so be patient and be hungry to learn more everyday!
10. Where do you see the creator industry five years down the line?
Creators are becoming brands; they are going to be crucial in even sharpening thoughts & perspectives. Influencer led communications are going to be more powerful than Media Houses.
In 5 years, the Creator Industry will be considered as the strongest source of Branding and communication over traditional advertising. There are already a couple of successful brands who only invest in creators for brand communication. There are certain creators who have a strong community base for their strong opinions.
Additionally becoming a creator will be considered as a very serious career opportunity and not a side hustle. Creator economy is here to stay and it will continue with its strong purpose of community growth.
Once Someone said Regional is the New National and today it’s true.
I believe with the growth of the Creator economy, Niche is going to be Mainstream!
