It has been weeks since Viraj Sheth posted a clarion call of sorts on Instagram, announcing his search for the next big creator in India. His team has still been going through the responses they received. The announcement by the CEO and co-founder of Monk Entertainment — a creative digital media organisation, started in 2017, which represents a host of familiar faces you might have seen online including creators Niharika NM, Komal Pandey, Nancy Tyagi and Yashraj Mukhate — received over 49,000 responses.
These were from beauty content creators, crochet enthusiasts, nutritionists, food vloggers, architects, photographers, singers, parenting experts, and more. His motivation, Viraj tells us, is very simple. “We have been doing this for seven years and I feel like now is the time to start giving back.
While we always sign on popular talent we can groom and take to the next level, we have not really worked with content creators from scratch,” Viraj explains. Over the last few years, influencers or content creators with an engaged following on social media have taken over the our mobile screens. They might talk about anything; food, fashion, politics, sports or tech, but are most importantly, an essential part of marketing, given their solid, sizable audiences.
Amidst constant chatter about the relevance of influencers, and if the influencer economy is dying, the need to become ‘someone’ on the Internet seems to be well and truly alive. Viraj recalls how companies were .
