NOFILTR.Group returns to creator incubation; CEO outlines separate IP-focused venture

New Delhi: Creator company NOFILTR.Group on Monday said it is returning to its “original promise”, positioning itself as a creator incubator focused on building long-term careers rather than operating as a conventional creator management firm.

In a note, the company said much of the creator management industry operates either as deal-led consulting or as operational support, and that neither model is built to take responsibility for a creator’s long-term career value.

NOFILTR.Group said the current incentive structure rewards closing more brand deals, while a creator’s long-term value is often protected by turning down campaigns that can dilute audience trust over time.

“We've turned down more money on behalf of our creators than most companies in this space have made. A management company doesn't do that. An incubator does. We just spent nine years agreeing to people calling us the wrong thing,” said Hitarth Dadia, CEO, NOFILTR.Group.

Separately, Dadia said he is working on a new venture aimed at addressing intellectual property ownership in the creator economy, arguing that creators do not own the IP they generate at scale. The company did not share a name, timeline, or operating model for the venture, and said details will be announced separately.

The company said it was founded in 2017 to build creator careers “from the ground up”, including developing formats, constructing audiences and protecting creator distinctiveness. It said this work is closer to incubation than traditional representation, because it involves shaping what creators make, how they grow, and what they avoid.

It said the industry broadly labelled this work as “management”, and over time NOFILTR.Group drifted towards a more management-like model, including a wider roster and faster brand deal execution.

NOFILTR.Group said it has built over 15 creator careers from scratch and is now narrowing its focus to “building careers that compound”. It said the shift will mean tighter curation of opportunities and a higher bar for brand partnerships, with the company prioritising long-term creator value over short-term volumes.

It said it will drop activities that do not serve this objective and measure success by how much more a creator is worth over time, rather than by quarterly campaign volume.

The company said this is not a pivot, but a return to how it began, and that it is aligning its structure and incentives with its incubation approach.