From zero to hero: The untold story of how talent managers help creators succeed

New Delhi: We frequently hear people saying, “Wow, Bhuvan Bam went from YouTube to TV in just a few years,” and we are amazed by their journey. But the question here is, do these creators reach these heights alone? Do they manage to sign contracts with brands, manage controversies, speak at events, analyse data, and reply to fans all alone?

Of course not! 

A creator's journey to fame can be divided into six stages. 

At stage 1, the influencer is just figuring out if content creation is really their “thing” or not but continuously flooding their feed with reels and hoping for one of them to go viral.

Let’s say one of these reels go viral. What then?

Then starts stage 2 of their journey, where most of their reels enjoy significant reach.

They have the reach, and brands are rushing in to collaborate with them, and they have no idea how to manage their relationship with brands, which brand to collaborate with, what to do, and what not to do.

So, at stage 3, the creator hires a talent manager. 

Most creators are managed by talent managers who are seldom discussed in conversations over the Internet, but they are the ones working hard in the background, making sure their client gets the best deals and collaborates with the best brands.

"A manager can significantly influence the opportunities that come your way. I've seen instances where a brand expressed interest in collaborating with a creator, but the creator never found out because the manager stepped in and blocked the information," said Vipasha Joshi, an independent consultant in the creator economy space.

Now that we know that a manager can make or break a creator’s career, it is crucial to identify the right talent manager.

So, who is a good talent manager and how do you find the right one? Is it all about having the most number of connections, or is it more than that?

Well, it’s a lot more than that so creators listen in.

Who’s a good talent manager?

Nishant Kini, who has previously managed comedians Atul Khatri and Danish Sait, said, “A good talent manager must align with the creator’s long-term goals and comedic style, as comedians thrive on authenticity. The manager should believe in their brand of humour and potential. Finding someone well-connected with event organisers, OTT platforms, and media houses is essential to secure the right gigs. 

Researching their portfolio is crucial; a manager with proven success across diverse platforms (stand-up, online videos, films) indicates versatility. Communication and chemistry are vital, as talent managers often become the closest confidants, understanding the creative process and being approachable. Additionally, a manager should have a strategy to expand beyond one niche, such as venturing into hosting, acting, or branded partnerships.”

Moving on, what criteria should creators consider when choosing the right talent manager?

Sharing her thoughts on the issue, Ayushi Rai who manages (_potatoface__ and alma_hussein28), said, “While choosing the right manager, it is of utmost importance that the creator finds someone who is on the same wavelength as them and truly believes in the creator's talent. The creator is bound to spend a lot of time with the talent manager; they’re almost attached at the hip. So having someone who you can bounce ideas off, set goals, and trust blindly is the ideal individual! Trust is essential, as it forms the foundation of a sustainable working relationship.

The creator could potentially do a background check on the talent agency/manager to be able to check the kind of work that they have done. This helps provide a better understanding for the creator to foresee the kind of work that they can expect from the talent manager. Past work experience also helps determine the credibility of the manager’s potential.”

A good talent manager gets the most number of lucrative opportunities for the creator, but how do they do that?

Presenting an answer to the query, Arinjay Das, who manages Drew Hicks (the American creator who took Instagram because of how fluent he is in the Bhojpuri language), said, “When your intent is clear and your efforts consistent, opportunities will naturally come your way. Every creator has their own lifecycle, shaped by their vision and goals. When a creator reaches the peak of their career, the decisions made during that time are critical; they can either extend or shorten the artist’s direction. 

It’s important to allow artists the freedom to explore their interests all while keeping a close watch to guide them effectively. Financial constraints should never lead to missed opportunities. Encouraging artists to try everything helps them discover their true passions and understand what aligns with their future aspirations and what doesn’t.”

Legal trouble

Creators who shoot to fame with that one reel going viral are like play-school kids trying to form an identity of their own in the world of marketing led by brands. This is stage 4 of their journey when they do not know who to work with and their goal is to secure their finances by signing as many brand deals as possible.

And, like a playschool child, they are prone to making mistakes. In a world full of opportunities, creators need to make sure they don’t commit career suicide by not promoting gambling apps so the right legal guidance is extremely important and that’s where the role of talent managers comes in.

Creators are known for getting into trouble and need a manager who can get them out of it. So how do managers make sure their client stays out of legal trouble?

Weighing in on the discussion, Das said, “For the bigger picture, a manager must address the legal and financial aspects of an artist’s career. Legalities might not seem pressing during an artist’s early growth stage, but they become important as the career progresses. Having a strong legal team in place is essential to provide guidance, whether it’s negotiating a small brand deal or securing rights for long-term intellectual properties (IPs). 

Finance, on the other hand, plays a central role in shaping an artist’s lifecycle. Even when an artist is at their peak, earning significant income, a good manager should prepare for potential downturns. Building a financial safety net ensures that challenging times don’t disrupt stability. Additionally, strategic investments are equally important. Creating future returns that sustain the artist’s career and lifestyle regardless of fluctuations in income.”

Remember how Kapil Sharma once posted about paying high taxes at 3 am and woke up to see him making headlines or when Samay Raina wrote sexist tweets at 2 am? We could go on and on, but you get the point that creators are often driven by impulse and do not always understand how their popularity affects people.

Sure, a comedian can get away by saying, “I’m a comedian; people don’t have to take me seriously,” but this statement does not sit well with their audience all the time, so they need a crisis manager. But how can they help? 

In the words of Das, “Crisis management truly tests the capabilities of an artist manager. A skilled manager always acts with the bigger picture in mind, even if their decisions might initially seem questionable to the artist. Trust is of great importance in such situations. When an artist believes in their manager’s instincts, they’ll eventually understand the reasoning behind those choices. It’s equally crucial for a manager to keep the artist informed by clearly explaining the pros and cons of every decision. This transparency not only keeps the artist in the loop but also creates a stronger sense of collaboration and mutual respect in their partnership.” 

Comedians and backlash on social media is a duo we can never get tired of. Be it Vir Das, Munawar Faruqi, or Kunal Kamra, they have all faced backlash for their comments. 

Here’s Kini’s advice for the talent managers of comedians who frequently find themselves cleaning up the mess.

“Comedians frequently walk a fine line, and a skilled manager acts quickly to diffuse negative PR, ensuring prompt and genuine responses without compromising the comedian's integrity. If a comedian has an off day or faces logistical issues during a show or gig, managers step in to manage audience and client expectations while safeguarding the creator’s reputation. From burnouts to creative slumps, a good manager ensures the comedian stays motivated and on track by providing emotional support and practical solutions. Should a joke or act lead to controversy, managers mediate between stakeholders, leveraging legal teams or issuing public statements as needed,” Kini quoted.

Stage 5: Mapping a creator’s career

Now that we have gotten the creators out of trouble, their careers must grow as well. You need a manager here too. How can they help though?

In a country where every engineer wants to be a stand-up comedian, a good manager can help you clear the clutter. For Indian comedians looking beyond gigs, here’s how a manager can aid you.

From the horse’s lips, Kini (ex-manager of Atul Khatri) said, “Talent managers don’t just book gigs—they create a roadmap for a comedian's career. From open mics to Netflix specials or hosting award shows, their goal is to keep the comedian relevant across diverse formats. Comedy is relatable, and brands love that, so managers negotiate partnerships that resonate with the comedian’s style, keeping collaborations authentic. They also open doors to acting roles, writing gigs, or podcasting opportunities, helping comedians explore lateral growth. 

For Indian comedians, the diaspora is a massive audience, and managers strategise international tours and virtual shows to expand their reach. Talent managers are not just logistical experts; they’re architects of a comedian’s career. They focus on creating a solid foundation while adapting to an ever-changing creator economy, ensuring that the comedian stays ahead of the curve.”

Giving a piece of her thought on how creators can continue to be relevant, Rai said, “Every creator is unique in their way, so it's essential to identify what sets them apart, understand their audience, and align with their goals. This involves implementing multiple strategies, such as focusing on their content and encouraging them to create a diverse range of material to determine what resonates best with their audience. Experimentation is key.

It’s also crucial to incorporate topical themes, challenges, or trends to ensure creators remain relevant on the platform. Brand collaborations are another significant aspect, but they should maintain a level of authenticity, ensuring the brand aligns well with the creator's followers.

Community building is equally important. We always advise creators to actively interact with their followers—whether through comments, Q&A sessions, polls, or other engagement methods. This helps foster loyalty and supports organic growth. Lastly, conducting regular performance analyses is vital. Diving into insights helps creators understand which content is resonating most with their audience, enabling them to refine their strategies effectively.”

Stage 6 (Building a personal brand)

Yes, the creator has a successful career at this point, and the income from brand collaborations is stable, but considering the short life spans of actors, musicians, and creators, creators must build a personal brand that can help them establish a business. 

Providing insight on building a personal brand, Duresha Menon, Senior Talent Manager at Nofiltr Group, who manages popular influencers like Manav Chhabra, said, “To secure diverse opportunities, I stay proactive and collaborative. For example, Manav Chhabra’s association with Qatar Airways and Hungarian Grand Prix & Unnati Malharkar’s Samsung, Maybelline, & Tumi associations were achieved through consistent relationship-building and creative pitches. 

The goal is to secure partnerships that not only resonate with their audience but also elevate their brand because building a strong personal brand is a continuous process. I help creators define their USP, curate content strategies, and maintain consistency. Eventually, the goal is to create a niche and excel at it! For example, Sanket Mehta was famous for his dance content, and he rebranded himself into someone who’s excelling at fashion currently; he recently kicked off his first-ever successful thrift pop-up called Archives by Sanket; the turnout was overwhelming & was sold out in just 45 minutes.”