1. How did you enter the content industry?
I was a science student in school and later pursued engineering, but I quickly realized that it wasn’t the right path for me. Content and mass communication have always intrigued me, so I made the switch and pursued a bachelor’s degree in mass communication, followed by a master’s in the same field. During my studies, I was required to complete an internship at a media house or a media-related firm. That’s when I came across an opportunity at HYPP , I decided to go for it, and I guess my work made an impression, as I was soon offered a full-time position as a consultant. It’s been two years since then, and I’ve grown into a talent manager, a role that has allowed me to expand my skills and passion for the industry.
2. Which content creators do you manage or have managed in the past?
I have been managing Aaron Koul, Sharma Ji Ka Bada Beta (Sanyam Sharma), Yuvraj Dua, Rajesh Yadav, Shibani Bedi for around 2 years and I’ve managed Chandni Bhabhda aka chandnimimic & Govind Kaushal in the past.
3. What made you choose your content creator(s)?
Honestly, I didn’t have the option to choose my set of creators. When you work with an agency, you’re usually assigned a group of creators to manage. From there, it’s up to the hard work and skills of the manager to scale these talents and strategically position them within the industry. It’s about understanding their strengths, identifying the right opportunities, and ensuring they thrive in their niche
4. Content creators are always in the spotlight, what goes on behind-the-scenes as a content creator manager?
Honestly, I could probably write a whole thesis on what goes into managing talent, especially when you’re juggling 5-6 creators at the same time. It’s all about having a solid plan and sticking to it with full dedication. We handle everything—from landing brand deals and securing collaborations to organizing events, assisting on shoots, keeping timelines in check, and making sure they’re positioned in the right niche.
Creators who have been in the game for a while, there’s a point where even the most creative talents can start to feel a bit saturated. That’s where we come in. We work to keep things fresh by managing their schedules and planning collaborations that help them stay relevant. And of course, we handle the financial side of things too, because at the end of the day, that’s what keeps the talent and the brand going.
It’s definitely a 24/7 kind of job. You have to be ready to say goodbye to a regular sleep schedule and personal time. But honestly, the rush you get from this work is amazing. You don’t really feel like you’re losing out on anything because it’s so rewarding. In the end, you’ve got to be ready to take the heat, but it’s all part of the fun
5. What is something that you like and dislike about the creator industry from the perspective of a manager?
The best part of being a manager, hands down, is the life you get to live. You get to meet and work closely with people you’ve only seen on TV or online. For instance, I’ve had the chance to meet some of my idols like Diljit Dosanjh, Parmish Verma, Ranveer Singh, and Bassi because my talents had collaborated with them. The respect you earn for your work, the luxury you experience, the travel, the food, and the different lifestyles you get to dive into—it’s pretty amazing. The pay is definitely better in this field too, but none of this comes without really investing yourself. It’s not easy.
On the flip side, one of the tough parts is realizing that you can never let your friendship with your talent take priority over the business. As long as you’re bringing in business, everything’s good, but if that slows down, any friendship you’ve built over the years can quickly go out the window. The pressure is huge because the sustainability of the creator rests on your shoulders, and if things start to go south, it hits us hard. It’s a fast-paced and incredibly dynamic field, and that pressure can take a toll on your mental health. I’d say about 80% of the talent managers I know do take therapy, and most of them are in their early 20s.
Another challenge is the relentless pace. To keep your talent thriving, you have to be constantly on the move. There’s no stopping, and that can leave you with little time for family or personal life. So, it’s a job that demands not just great time management but also a healthy, strong mind to navigate the pressures that come with it.
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 job has been the acknowledgment I’ve received for my work. Growing up, I was always considered an underachiever. I wasn’t great at academics and faced the pressure of being that “ideal” Indian boy who’s supposed to do engineering and work regular hours. But choosing this dynamic, unpredictable career path has actually brought me the recognition I never expected. The fact that my parents and the people around me acknowledge the kind of life I can provide for them, and the appreciation I get when my talent performs well, means a lot to me.
As for work I’m proud that in an industry as volatile and ever-changing as this, it’s not easy to sustain collaborations or keep talent loyal. But, touch wood, I’ve managed to do that. I think the discipline I bring to my work has helped build trust with my talents—they know they can rely on me to manage everything, from their associations to maintaining an overall work balance. That’s something I’m genuinely proud of.
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?
Talent managers should definitely get their due acknowledgment and validation. Honestly, I was shocked when I found out that I’d been asked to give an interview to your team. My first thought was, “Who’s interviewing us?” So yes, we deserve a little more recognition and a pat on the back for the work we do. There should be more representation of talent managers, and people should understand what really goes on behind the scenes of that fun, shareable content you see online. But I’m really happy and grateful that people like you are starting this conversation and giving us a platform to talk about our experiences and journeys. It’s a step in the right direction, and I appreciate it.
8. What skills have benefited you the most as a content creator manager?
I believe that time management, discipline, and being headstrong are absolutely essential. You really need to understand the pros and cons of the job. Yes, it’s often glamorized, but there’s a lot that goes on behind the scenes, and it’s nothing like your typical 9-to-5 job. You also need to be equipped with a sense of calmness and diplomacy to navigate tricky situations.
Beyond that, strong communication skills—whether in Hindi, English, or whichever language you’re comfortable with are crucial, but it’s important to have great command over it. Decision-making skills are also key because this role requires quick, sound judgment on a regular basis.
9. Do you have any advice for someone who is looking to become a content creator Manager?
My advice to young professionals looking to get into talent management is to thoroughly research what you’re getting into and understand how headstrong and constantly on-the-go you need to be. I’d especially suggest that people under 25 should first gain some insight into the industry before diving in because this dynamic and high-pressure job can really impact your overall growth. There’s a lot to carry, and it’s not for everyone.
But if you have the right mindset and a clear understanding of the skills it demands, you can really grow in this field. And remember, work-life balance is crucial. As the saying goes, You have to weather the storm to see the rainbow.
10. Where do you see the creator industry five years down the line?
As I mentioned, this is a highly unpredictable field. For example, TikTok was huge, and then it got banned, which caused a lot of problems for many creators. But then Instagram Reels and YouTube Shorts came along and filled that gap. Everything here—trends, audiences, content—is constantly changing, so it’s hard to predict the future. But if you have talent, you can outshine whatever comes your way.
That said, this industry has become one of the most lucrative and opportunity-rich fields out there. It’s sustaining many lives and providing great opportunities for people. I can say it’s only going to get bigger with the collective, cohesive efforts of everyone involved.
