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Tag: Creator Economy

  • MIPCOM Cannes 2025 puts creators centre stage

    MIPCOM Cannes 2025 puts creators centre stage

    PARIS: Mipcom Cannes is recasting itself as the global meeting ground for the creator economy, unveiling a 13–16 October programme that director Lucy Smith calls “the biggest generational shift the market has ever seen”. She declared the creator economy “no longer emerging—it’s arrived”, signalling a fresh era for storytelling, distribution and monetisation.

    The scale remains vast: organisers expect more than 10,500 delegates from over 100 countries to pack the Palais des Festivals and surrounding beachfront. Joining the traditional powerhouses—Disney, Warner Bros Discovery, Sony Pictures Entertainment, Paramount Global, Banijay, BBC Studios, ZDF Studios and ITV Studios—are creator-led platforms and digital natives such as YouTube, TikTok, Snapchat, Dhar Mann Studios, Tubi, Samsung TV Plus and Luma AI. Big advertisers and agencies including Mattel, Toys“R”Us, Ancestry, Dentsu and McCann are coming to broker brand-funded projects.

    YouTube mounts its most ambitious presence yet: a dedicated space on the Croisette, daily workshops and a headline keynote with EMEA vice-president Pedro Pina and BBC Studios digital chief Jasmine Dawson in conversation with industry analyst Evan Shapiro. The rebadged MIP Creative Hub—formerly the Producers Hub—will host four days of matchmaking between creators, studios and brands.

    Fresh summits aim to blur the lines between TV, tech and social platforms. The BrandStorytelling Summit, imported from Sundance, will showcase how advertisers and digital talent collaborate on narrative campaigns. The Innovation Lab expands with an AI summit and new demo areas for cloud production, virtual sets and immersive formats. Panels will dissect monetisation models from Fast and AVoD to direct-to-fan subscriptions.

    MIPJunior, the kids’ pre-market on 11–12 October, moves into the Palais for the first time, offering dedicated matchmaking and a premiere of Ki & Hi in the Panda Kingdom, based on Kevin Tran’s best-selling manga.
    High-wattage speakers include Mattel Studios president Robbie Brenner, Banijay chief Marco Bassetti, Mediawan Pictures CEO Elisabeth d’Arvieu and Toys“R”Us CMO Kim Miller Olko, alongside creators Callum “Callux” McGinley and Dhar Mann. World premieres on the main stage feature Paramount’s Boston Blue, ZDF’s Ku’damm 77 and a Sony preview of The Miniature Wife, with cast members Donnie Wahlberg, Sonequa Martin-Green and Matthew Macfadyen expected.

    By weaving creators into every strand—from keynotes to co-production hubs—MIPCOM is betting that the next wave of global television will be forged as much by YouTubers and TikTokers as by Hollywood studios. The 2025 edition aims to prove that the Croisette can be the crossroads where legacy broadcasters and digital disruptors strike their biggest deals yet.

  • Azim Lalani co-founds Bullet, hopes to fire up the two-minute microdrama revolution

    Azim Lalani co-founds Bullet, hopes to fire up the two-minute microdrama revolution

    MUMBAI — Azim Lalani, the digital maverick who’s seen it all from India Today to Fanory, (a career of more than a score years) has now strapped on a new role — co-founder and chief business officer at Bullet, a mobile-first microdrama OTT platform that promises to shoot cinematic stories straight to your phone in under two minutes.

    With a sharp eye on Gen Z and a regional-first, multilingual content play, Bullet isn’t just banking on binge culture — it’s reinventing it. Backed by tokenomics and built on blockchain, the platform wants to do more than stream — it aims to spark a creator economy explosion.

    “As CBO, I’ll be driving business strategy, growth partnerships, content, and monetisation,” Lalani said. “We’re not just building a platform — we’re architecting a storytelling ecosystem that’s sustainable, scalable and rooted in innovation.”

    He gave a shoutout to co-founder and CTPO Saurabh Kushwah for leading the tech charge, and thanked the leadership at Zee Entertainment Enterprises for supporting new-age innovation.

    Lalani’s previous innings include launching Fanory to help creators go direct-to-fan with coin-based monetisation, leading Money9 at TV9, and steering convergence and brand solutions at Network18. Prior to that he did time at India Today, Rediff and Indian Express. 

    Now with Bullet, he’s loading the chamber with big ambitions — where every story is sharp, short, and shot with purpose. Creators, got a drama to drop? The stage is yours — but make it snappy.

  • Information and broadcasting minister Ashwini Vaishnaw highlights growth of creator economy

    Information and broadcasting minister Ashwini Vaishnaw highlights growth of creator economy

    MUMBAI: Union minister of information & broadcasting Ashwini Vaishnaw stated that the media landscape is undergoing a significant shift due to the exponential growth of the creator economy. Speaking to representatives from approximately 20 national and regional media outlets on Saturday, he emphasised the fundamental changes occurring in content creation and its associated economy.

    “The world of creators and their economy is going through a fundamental change. With the advent of technology, the old model is giving way to the new model, creating opportunities as well as challenges,” said Vaishnaw.

    He highlighted how technology has enabled broader participation in content creation, noting, “Gone are the days when a large studio was necessary for producing content. Today, a creator from a remote village in Jharkhand or Kerala can produce high-quality content and garner millions of views.”

    Vaishnaw mentioned the World Audio Visual & Entertainment Summit (Waves), scheduled to take place in Mumbai from 1-4 May, which has already received over 100,000 registrations. He explained that Waves aims to establish itself as a global platform for media and entertainment, similar to the role of Davos for economic policies. The summit will also recognize top innovators with awards for their contributions to the evolving global media and entertainment sector.

    Leaders from various media organisations expressed their appreciation for the government’s initiative in conceptualizing Waves as a platform to connect policymakers, creators, industry leaders, technology companies, and start-ups.

    Information and broadcasting secretary Sanjay Jaju welcomed the participants and emphasised the importance of collaborative dialogue in shaping the future of the media landscape. He underscored the ministry’s commitment to engaging with stakeholders across different platforms and acknowledged the active participation of media organizations in the lead-up to Waves 2025.

    Vaishnaw reiterated that the creator economy is experiencing rapid growth and that prime minister Narendra Modi has acknowledged the contributions of creators to the economy and in promoting India’s soft power globally. He stated that Waves is intended to become a global connector for creators, buyers, and markets, facilitating scalable creative solutions.

    Secretary Sanjay Jaju emphasized the significance of collective discussion in determining the future direction of the media industry and the ministry’s commitment to engaging with stakeholders.

  • Sudeep Subash named CEO of Big Bang Social

    Sudeep Subash named CEO of Big Bang Social

    MUMBAI: The creator economy in India has a new captain, and he’s no stranger to the high seas of digital marketing. Sudeep Subash has been appointed as the CEO of Big Bang Social, the country’s leading creator economy platform. But wait, there’s more! He will also continue steering the revenue juggernaut at Collective Artists Network as its chief revenue officer. That’s right—two titles, one powerhouse leader, and a whole lot of responsibility. No pressure, Sudeep!

    Collective Artists Network, the mothership behind Big Bang Social, made the announcement on 3 March 2024, marking a significant leadership move in the world of influencer marketing and content-driven commerce. Known for his razor-sharp revenue strategies and uncanny ability to make brand-creator collaborations flourish, Subash is all set to shake things up in a market that is already buzzing with potential.

    “Sudeep is one of those rare leaders who invests deeply in his teams,” said Collective Artists Network founder & group CEO Vijay Subramaniam. “His knack for scaling businesses, igniting innovation, and fostering collaboration makes him the perfect candidate to propel Big Bang Social to new heights. As brands and advertisers increasingly turn to creators for meaningful collaborations, his vision will be key in expanding our influence and unlocking fresh opportunities in the creator economy.”

    With a track record that speaks for itself, Subash isn’t just taking on this role for the business cards (though, let’s be honest, having two fancy job titles is a flex). He’s here to supercharge Big Bang Social’s growth by driving data-backed strategies, deepening brand partnerships, and delivering breakthrough influencer campaigns.

    “I am excited to take on this new challenge and further build on the incredible foundation of Big Bang Social,” said Subash, now Big Bang Social CEO and Collective Artists Network CRO. “We are at a pivotal moment where content, culture, and commerce are converging like never before. I look forward to working with our teams, creators, and brand partners to drive meaningful growth and shape the future of this dynamic ecosystem.”

    Under Subash’s leadership, Big Bang Social is expected to amplify its impact by fine-tuning brand-creator collaborations, harnessing data-driven insights, and crafting innovative campaigns that define the next frontier of influencer marketing. The Indian creator economy is growing at an explosive pace, and with Subash at the helm, it looks like things are about to get even bigger.

  • Substack expands video capabilities amid Tiktok uncertainty

    Substack expands video capabilities amid Tiktok uncertainty

    MUMBAI: The social media landscape is shifting, and Substack is seizing the moment. With Tiktok’s future in the U.S. hanging in the balance, the San Francisco-based startup is doubling down on video, aiming to lure creators looking for new ways to monetise their content. On 20 February, Substack announced that creators can now post video content directly through its app and place videos behind a paywall.

    “There’s going to be a world of people who are much more focused on videos,” said Substack co-founder Hamish McKenzie. “That is a huge world that Substack is only starting to penetrate.”

    One of those creators is Carla Lalli Music, a food content creator and cookbook author, who made a dramatic switch from Youtube to Substack. After posting nearly 200 videos, amassing hundreds of thousands of followers, and generating millions of views, Music quit Youtube. Why? The numbers didn’t add up. She earned almost $200,000 in revenue in just one year on Substack, a stark contrast to the losses she incurred producing videos for Youtube since 2021.

    “If I published four videos a month on Youtube, I’d earn about $4,000, but each video cost $3,500 to make,” Music said. “I was losing $10,000 a month.” Even with brand deals, the earnings barely covered production costs. Now, with her content behind a paywall, she’s focusing on writing another book, posting exclusive recipes, and selectively producing videos for Substack subscribers.

    Founded in 2017, Substack initially served as a newsletter platform where writers could charge readers a monthly subscription fee. The company raised $100 million, with its most recent valuation exceeding $650 million. Today, more than four million paid subscribers and over 50,000 creators generate income on the platform.

    With the uncertain future of Tiktok, Substack is aggressively expanding its offerings. Following Tiktok’s brief removal from Apple and Google’s app stores in January, Substack launched a $20 million fund to attract creators looking for a stable platform.

    “If Tiktok gets banned for political reasons, there’s nothing to do with the work you’ve done, but it really affects your life,” McKenzie said. “The only and surefire guard against that is if you don’t place your audience in the hands of some other volatile system who doesn’t care about what happens to your livelihood.”

    Now, Substack is courting video-first creators from competing platforms, offering them a place to own their audience without algorithms deciding who sees their content. Already, 82 per cent of Substack’s top 250 revenue-generating creators have integrated audio or video into their content.

    Unlike its previous video feature that only allowed clips in Notes-Substack’s front-facing feed—the new update lets creators monetise videos, track viewership, and measure revenue impact.

    For creators burned by unreliable earnings on other platforms, Substack’s paywalled video model offers a sustainable alternative. The company is betting that in a world where direct-to-fan revenue drives more than half of the $290 billion creator economy, the ability to monetise video will make its platform even more attractive.

  • Big Bang Social launches Linkit: The ultimate creator’s tool

    Big Bang Social launches Linkit: The ultimate creator’s tool

    MUMBAI: Attention creators! Managing multiple links has just levelled up.

    Big Bang Social (BBS), powered by Collective Artists Network, has launched ‘Linkit’, a revolutionary feature combining collaboration opportunities, creator tools, and community-building under one seamless roof. Oh, and the cherry on the top– it’s completely free.

    With the creator economy booming, juggling endless links, social handles, and affiliate profiles is no joke. Swoops in Linkit: a sleek, customisable link-management tool built specifically for creators. Think of it as the “link-in-bio” on steroids. Want to simplify your online presence? Showcase your portfolio? Drive sales? Linkit’s got you covered.

    Picture a beautifully designed hub where creators can organise all their links in one place, whether for social media bios or personal branding. With custom backgrounds, QR codes, and images, Linkit doesn’t just let you share links – it lets you make a statement.

    Are you a creator monetising your craft? With Linkit, you can easily display products, services, or affiliate links and track performance with real-time analytics. Yes, creators – this means you can finally know exactly which link gets the clicks and which one needs a glow-up.

    Let’s be honest: creators have enough on their plate, from content brainstorming to editing marathons. Simplifying link management shouldn’t be another stress point. But Linkit isn’t just about convenience; it’s about supercharging your presence online.

    Collective Artists Network co-founder & CRO Sudeep Subash said, “We’re excited to announce Linkit as part of our ongoing commitment to provide the best tools available for creators. By combining collaborations, creator tools, and a community-driven platform, Big Bang Social is bringing a much higher degree of convenience to the creator experience.”

    In just two weeks since launch, over 1,000 creators have adopted Linkit. Popular users have already created stunning profiles like these:

       https://creator.bigbang.social/khushifitx

       https://creator.bigbang.social/aditikapur

    Are you next to join the party?

    You can grab Linkit as part of the Big Bang Social app, available now:

       Apple: Big Bang Social – App Store

       Android: Big Bang Social – Google Play

    If you’re a creator, ask yourself: why settle for outdated link tools when Linkit can do so much more? Say goodbye to clunky link trees and hello to a sleek, creator-first experience.

  • Big Bang Social launches Auto Payouts to revolutionise creator payments

    Big Bang Social launches Auto Payouts to revolutionise creator payments

    MUMBAI: The sweetest six words in any professional’s life? “Your salary has been credited successfully.” For corporate warriors and government employees, it’s a monthly ritual backed by an entire accounts team.

    But for the creators—the modern-day artists of the internet—it’s a waiting game. Payments trickle in at their own pace, often delayed, tangled in red tape, and leaving creators juggling their passions with financial frustration.

    Enter Big Bang Social (BBS), the brainchild of Collective Artists Network, with its game-changing Auto Payouts feature—where payments hit creators’ accounts as early as six hours after content approval. No more chasing payments. No more awkward follow-ups. Just content, approved, paid, repeat.

    A revolution in the creator economy that’s setting new standards for speed, efficiency, and sheer satisfaction. The platform streamlines campaign execution, performance tracking, and talent discovery while addressing critical challenges such as payment delays.

    Collective Artists Network co-founder & chief revenue officer, Sudeep Subash highlighted the platform’s mission, “Our vision at Collective Artists Network has always been to empower creators and build a thriving ecosystem where collaboration between brands and creators is seamless and rewarding. By addressing the long-standing issue of payment delays, we’re not just enhancing operational efficiency but also reaffirming our commitment to the creators who are the heartbeat of this industry. This feature sets a new industry benchmark, showcasing how technology can create meaningful, creator-first solutions that benefit everyone involved.”

    Since its rollout, over 500 creators have already benefited from the Auto Payouts feature, with payments now processed within five days instead of the traditional 45-day cycle. By automating this process, BBS has effectively eliminated operational complexities.

    Creators have expressed their enthusiasm for this transformative feature.

    . A lifestyle & travel creator from Noida, Aman Chaudhary, shared: “The auto-payment feature on Big Bang Social is amazing. Now I get my payments on time without any delays. Great work, Big Bang Social team!”

    .  A fashion & beauty creator from Cuttack, Sweta Suman said: “Big Bang Social has made collaborations so enjoyable! The ease of tracking everything on their app, combined with their auto-payment system, makes me excited to keep working with them in the future.”

    With Auto Payouts, Big Bang Social reinforces its position as a leader in the creator economy, delivering cutting-edge solutions that empower creators and optimise brand partnerships. The feature is now live, ensuring creators receive timely payments and brands enjoy seamless collaborations in a tech-enabled marketplace.

     

  • Dream11 unveils ‘Guru Home’ to support 50,000 creators by 2028

    Dream11 unveils ‘Guru Home’ to support 50,000 creators by 2028

    Mumbai: Dream11, the fantasy sports platform with over 220 million users, launched ‘Guru Home’, a pioneering feature that connects users with experienced “Gurus” for team formulation insights across various sports. This initiative aims to empower India’s creator economy, especially in Tier III and IV cities, by onboarding over 50,000 creators by 2028. The goal is to build vibrant sports communities and enhance fan interaction.

    ‘Guru Home’ offers authentic content and expert insights that improve users’ team-building strategies while providing Gurus with a platform to share their knowledge and generate sustainable income. This feature also ensures users access verified expertise, reinforcing trust and transparency in the platform.

    Dream Sports chief product officer, Rahul Mirchandani shared, “At Dream11, our user-first approach drives innovation and we’re excited to launch Guru Home in response to the growing demand for formalising the creator economy in sports to enhance fan engagement. With India rapidly emerging as a global leader in the creator economy, this initiative not only enriches the fantasy sports experience but also empowers creators, providing them with economic opportunities. Guided by our vision to Make Sports Better, we’re committed to fostering a culture of passion and learning in sports.”

    Designed using best-in-class technology, ‘Guru Home’ is a seamless, personalised hub where sports experts can share their strategies and engage with fans. The feature is now live and accessible to all users through the Dream11 app.

  • Wondrlab acquires OPA, strengthens position in influencer marketing

    Wondrlab acquires OPA, strengthens position in influencer marketing

    Mumbai: Wondrlab, the platform-first martech network, announces its acquisition of OPA, one of India’s largest influencer marketing platforms. This acquisition marks Wondrlab’s second in the influencer marketing space and its sixth overall, solidifying its commitment to expanding platform offerings in the fast-growing creator economy.

    OPA collaborates with over 300,000 influencers and 500+ brands, including prominent names like Nykaa, Vero Moda, Purplle, Sugar, and Plum. It handles 40,000 collaborations monthly through its advanced tech stack and user-friendly interface, ensuring seamless influencer partnerships for large-scale campaigns.

    This acquisition, alongside Wondrlab’s existing platform Opportune, strengthens Wondrlab’s position as a key player in India’s influencer marketing industry. By integrating the strengths of OPA, Wondrlab becomes one of the most comprehensive offerings in this sector.

    Wondrlab Network, founder & CEO, Saurabh Varma expressed excitement, stating, “We are super excited to welcome OPA to the Wondrlab family. With Rupansh and Chandan, we hope to supercharge our influencer offering. We remain extremely bullish about the creator economy and believe that mid-funnel and driving engagement will be critical for every brand.”

    OPA co-founder Rupansh Goyal added, “Wondrlab is a team of heavy hitters in the marketing landscape. We are incredibly excited to join forces with them. Their unparalleled expertise in scaling businesses and our technology create an ideal partnership. We’re confident that we’ll unlock new opportunities for brands and influencers, driving even more impactful collaborations. This collaboration truly feels like a perfect match, and we’re eager to see where it will take us.”

    OPA co-founder Chandan Routray remarked, “OPA has only just scratched the surface of the creator economy with branded collaborations. There is a vast opportunity to help brands leverage creators’ influence. With Wondrlab’s 360-degree marketing expertise and deep industry knowledge, we are excited to begin this new chapter. Together, we can bring innovative solutions that benefit brands and empower creators.”

    Saurabh further added, “At Wondrlab, we have always believed in backing extraordinary founders and helping them scale their dreams. Rupansh and Chandan, both IITians, as co-founders of OPA have created a remarkable platform. I truly believe that we are at an inflection point in the creator economy space and with the two of them at the helm, I am confident in Wondrlab having the best shot in finding, creating and executing the next moonshot.” 

  • Creatorpreneurs and Tier ll+ Cities Lead as Creator Economy

    Creatorpreneurs and Tier ll+ Cities Lead as Creator Economy

    Mumbai: The report explores the booming creator economy and highlights the emerging trends they witnessed in 2023. Currently valued at over Rs 100 billion and involving around 300 million people worldwide, the industry has shifted gears this year.  

    Enclosed herewith is a comprehensive report summary –

    1.    Rise of Creatorpreneurs:

    The creator economy, once dominated by entertainers, is now witnessing a significant shift towards education and knowledge sharing, giving rise to a new breed of creators- “creatorpreneurs”.

    Today, nearly 2X as many creators prefer to establish themselves as sustainable business owners rather than chase celebrity influencer status with books and podcasts witnessing the biggest y-o-y growth in creation.

    Sectors such as personal development, health & fitness, personal finance, etc., have seen significant growth, indicating a strong demand for creator-led educational content.

    2.    Growth:

    The e-learning industry is projected to exceed Rs 460 billion by 2026, representing a vast opportunity for creators in the educational space.

    On Classplus alone, the earnings of non-academic creators have soared by 2.5X in 2023 from the previous year. The number of creators using the platform has also grown by 300 per cent from 2021.

    3. Shift from Social Media to Other Digital Learning Products:

    Fearing the unpredictability of ad revenue and seasonal brand deals on social media, creators are diversifying their income streams and turning to entrepreneurship to build sustainable revenue through digital learning products.

    77 per cent of creators said algorithm changes had a moderate-to-significant impact on their audience engagement. Additionally, 25 per cent of creators estimated they’ve lost Rs 1,000- Rs 9,999 in revenue due to algorithmic changes, and 24 per cent estimated Rs 10,000-Rs 49,999 in losses.

    4 .   2023 Saw the Rise of Fin-fluencers:

    The rise of the creator economy has coincided with an increase in financial awareness among retail investors. The number of investor accounts has surged from 3.93 crore in December 2019 to 13.23 crore by the end of October 2023.

    In line with these trends, finance and investment education is an emerging category across platforms. They are teaching courses ranging from basic financial literacy to advanced investment strategies, catering to various levels of expertise and interest.

    5.    Upskilling for Professional Growth:

    Creator-led courses are gaining traction as alternatives to the traditional education system. The appeal lies in its flexibility and accessibility, allowing individuals to upskill at their own pace from anywhere at an affordable cost. (The course listings of creators on Classplus typically range from 1k for bite-sized video courses to Rs 50k for certification courses.)

    The demand for online creator-led courses is soaring with coding, digital marketing, and personality development witnessing remarkable growth.

    Professionals are also engaging with leaders from major tech companies for 1-on-1 mentorship and consultations.

    Every month, 15 million learners visit Classplus powered apps of these creators to upskill themselves on skills in digital marketing, coding, communication, etc.

    6.   Boom in Categories for “Bharat”:

    Social Media has become a medium for successful business owners to share their expertise and insights, thereby enabling others to start and grow their own micro-businesses.

    This trend is significantly empowering individuals, particularly women in Tier II+ India to generate income and start successful ventures. Around 70 per cent of the audience accessing courses by these creators using Classplus are from Tier II+ cities and towns.

    Some courses gaining momentum-

    ○      Organic Farming

    ○      Makeup Art

    ○      Jewellery Designing

    ○      Cooking & Catering

    ○      Fashion Designing

    7. Increasing Focus on Health and Well-Being

    ·  Around 94 per cent of Indians are worried about their own and their family’s health and feel that lifestyle changes like exercising, yoga and dieting will benefit their health and overall wellbeing. People are spending more on gym memberships, yoga classes, and curated diet plans.