India's Got 'Talent'
IMPACT interviews eight stalwarts who are redefining the Talent Management industry one viral moment at a time
In India, Bollywood has long been the gold standard, a dazzling world where dreams are crafted and stars are born. Yet, behind the glitz and glamour lies a crucial but often overlooked element: talent management. Traditionally focused on nurturing Bollywood actors, musicians, and sports icons, talent agencies have acted as vital conduits, helping these stars navigate the intricate business of fame. The fervent fan culture surrounding Bollywood has fueled this ecosystem for decades, turning mere mortals into household names. But today, the horizon of fame has expanded beyond the silver screens with the explosion of digital platforms, and the rise of OTT content, dramatically changing the way celebrities are discovered and celebrated. Social media has given rise to new-age celebrities in influencers and digital creators, many of whom have a massive following without ever setting foot in a film studio. Their influence is driven by their online presence.
Today, the art of talent management is not just about guiding careers through traditional avenues; it’s about embracing a world where influence is often measured in likes and shares, redefining what it means to be a celebrity in modern India. Talent management agencies now play a crucial role by developing strategies that blend online visibility with offline opportunities, helping these new-age stars leverage their influence to create meaningful careers. The scope has widened, and agencies now operate as multi-functional entities, blending technology, creativity, and strategic planning to help shape the public personas of today’s icons, thus staying relevant in the rapidly evolving entertainment industry. From identifying trends to creating new revenue streams for their clients, talent management agencies are at the forefront, where managing talent now means managing an entire ecosystem of opportunities, both digital and physical. With a growing number of influencers, content creators, and niche artists, the future of talent management is filled with exciting possibilities, as agencies continue to innovate and redefine the role they play in the careers of modern-day celebrities.
