1. How did you enter the content industry?
My journey has been one of destiny, leading me to exactly where I was always meant to be. After completing my post-graduation in fashion, I was fortunate enough to land an internship with TVF, a renowned name in the industry. There I got increasingly fascinated by the behind-the-scenes work that goes into building a successful show or a career. Along the course, I discovered my potential in the management field and quickly realized that my skills in communication, negotiation, and strategic planning could be invaluable. My curiosity led me to network with professionals and landed me where I am today.
2. Which content creators do you manage or have managed in the past?
Listing down the creators I’ve helped through various stages of their careers and creative endeavors.
Current
-RJ Karishma (Entertainment)
-Nitibha Kaul (Fashion)
-Roshni Bhatia (Fashion/Lifestyle)
Past
-Jitendra Kumar (Actor)
-Parul Gulati (Actor/Lifestyle/Fashion)
-Kriti Vij (Actor/Entertainment)
– Yashaswini Dayama (Actor/Entertainment)
3. What made you choose your content creator(s)?
Two things are non-negotiable for me when choosing my talents. First is talent potential. I assess their content based on their creativity and uniqueness. One must have a clear growth potential. The second is marketability and brand fit. The talent’s image and content should align with current market trends and potential partnerships and endorsements. Then comes the metrics-audience engagement and influence, followed by their long-term vision. Lastly, even if all the factors mentioned above tick the boxes, without strong work ethics and professionals, nothing is achievable. Therefore, I take track record in consideration as well.
4. Content creators are always in the spotlight, what goes on behind-the-scenes as a content creator
manager?
It’s a roller coaster ride! As a content creator manager, much of the work happens behind the scenes to ensure that the creators thrive and their content reaches its full potential. That one-minute reel you see on Instagram is hours of preparation, strategic planning, negotiating deals, crisis management and timely execution.
It’s an ever-evolving industry, hence the role of a content manager becomes of utmost importance. It’s a round-the-clock job and a manager is juggling multiple tasks and is always at the mercy of either the brand or the creator. Beginning with the negotiation of deals wherein you have to secure fair compensation, align terms and conditions and manage contractual obligations. Once the deal is locked, managers often coordinate the production of content, from ideation to final delivery. This might involve sourcing locations, organizing shoots, or managing a team of editors and designers. As a manager, you also have to be a mentor and help them explore new ideas, suggest new directions and keep them motivated. Handling emails, organizing meetings, and ensuring daily operations are part and parcel.
5. What is something that you like and dislike about the creator industry from the perspective of a
manager?
What I Like:
One of the most rewarding aspects of the creator industry is its dynamic and ever-evolving nature. The industry is driven by creativity, innovation, and the ability to connect with audiences on a personal level. This opens up endless opportunities for talents to grow, experiment, and expand their reach. The direct connection between creators and their followers allows for genuine engagement, enabling influencers to build strong, loyal communities. For a manager, this means being part of a constantly changing landscape where each day presents new possibilities and challenges, making the work exciting and fulfilling.
What I Dislike:
On the flip side, the fast-paced nature of the industry can also be its biggest drawback. The pressure to stay relevant and continuously produce content can be overwhelming for creators, leading to burnout. Additionally, the industry is highly competitive and often unpredictable, with trends shifting rapidly. This can make long-term planning difficult and requires constant adaptation. As a manager, it can be challenging to balance the need for immediate results with the well-being and sustainable growth of the creators you represent. The intense focus on metrics and virality sometimes overshadows the importance of quality content and meaningful connections.
6. What has been the most rewarding part of your journey, and is there any work which you’re
especially proud of?
The most rewarding part has been sharing the same rooms with some of the most influential people in
the digital and entertainment space and networking with them. Content creation has no bounds and it
opens doors for people from all walks of life. This means meeting achievers from various fields. This has helped me build my personality by presenting me with learning opportunities. While there are many
projects that I’m proud of, my most recent one has to be facilitating RJ Karishma’s debut at Cannes and
the Paris Olympics. Half a decade in this industry and I’m grateful that I was part of countless successful campaigns.
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?
Ofcourse! I believe managers deserve more recognition. While our job demands being behind the
scenes, our role is crucial in shaping the success of creators. We are steering the wheels so that the
talents can focus on what they do best—creating content. That said, the satisfaction of seeing our
creators succeed is often rewarding enough, even if it means staying in the background. It’s a fairly new
industry and is just getting organized, so I’m sure in the coming years, managers will get their dues.
8. What skills have benefited you the most as a content creator manager?
I was a moderately confident person after I passed college but this job has accelerated my confidence to a whole new level where I feel secure and empowered. It has taught me how to make the impossible, possible. A lot of times you receive pushback from clients where they declare a dead end on a situation but I have been able to crack a solve and pull them to reach a middle ground with strong communication abilities.
9. Do you have any advice for someone who is looking to become a content creator manager?
My advice for anyone who wants to become a content creator manager is to start with an internship. This will help you navigate the nuances of management and will let you decide whether you want to pursue this career or not. Often young students, freshly out of college come for only the glitz and glamour and are clouded with the idea of being close to their favourite creators but this job is a lot more than that. It’s a round-the-clock job. Work-life balance is delicate and the environment is fast-paced and constantly changing. So you need to be adaptable, patient, and highly organized. Other strong advice would be to never underestimate the power of being resourceful. Sometimes you’ll need to make things happen out of thin air, so creativity and quick thinking are essential. If you find joy in helping other people build successful careers, this is the right place for you!
10. Where do you see the creator industry five years down the line?
In the next five years, I see the creator industry will give birth to many media icons and its integration into mainstream media will be stronger than ever before. Personal branding will peak and brands will seek long-term partnerships unlike at present where more weightage is given to short-term deals. This will be the result of a more organized and structured industry which remains a goal right now. Technology will play a huge role, with advancements in AI, AR, and VR creating new ways for creators to engage with their audiences. Who knows if I’ll be managing India’s top AI-generated creator in 2030!
