The Creator Economy features small businesses centered around independent content creators such as video bloggers, writers, comedians, musicians, etc., who monetize themselves, their skills, and their creations. But these small businesses differ from traditional small businesses such as salons or grocery stores. These new-age small businesses are powered by numerous digital technologies, which give them a global reach from day one. They go where the internet goes.

To expand the customer base, a salon manager needs greater input of time and effort. Hence s/he can only serve a limited number of customers a day, resulting in limited earnings. However, digital assets once created, can be sold infinite times, allowing creators to expand earnings without extending time and effort.

In the last few years, India has seen the rise of an entirely new breed of first-generation content creators whose social media following is bigger than many politicians, cinema, and sports stars. This book covers 11 inspiring journeys of India’s renowned creators.

In Marketing, the last several decades has been about building sustainable corporate brands. The next decade will be about building personal brands. This book covers great insights on how to build strong personal brands in the digital world.

There have been many books written about becoming the CEO of a large corporation or creating a fast-growing start-up, but it is hard to find a book on creating and managing a single-person brand in an emerging Creator Economy. Hence this book.

Brief on the authors

Harsh Pamnani is a storyteller by passion and a brand expert by profession. He earned his B.E. in Computer Engineering from IET-DAVV, Indore, and his MBA from XLRI, Jamshedpur. His bestselling book series Booming Brands, was widely acclaimed by eminent academicians, Indian government leaders, entrepreneurs, and venture capitalists. Harsh also writes for various business publications, including Forbes. He has worked variously with think-tanks like the World Bank, corporates like Deloitte, and start-ups like FirstCry. He also teaches Branding at MBA colleges like MICA, Ahmedabad, and is a popular speaker at fora such as TEDx, Google Business Group, Josh Talks, IIT, and IIM. 

Manish Pandey is a much sought-after brand consultant, social media evangelist, and mentor to new-age digital brands and Influencers. He is currently part of the leadership team at Josh Talks, one of India’s largest and fastest-growing impact platforms.

The idea behind the book

We are all born with our own innate passions, strengths and talents, such as singing, dancing, acting, cooking, telling stories, making others laugh… But only a few of us are encouraged, either by our parents, or the social system we live in, to turn our passions into professions. Why is this? Perhaps because our elders know of the struggles creative people inevitably face. Every year, many talented people come from India’s small towns to the large cities like Mumbai, only to face rejection at auditions and interviews. The few who do get a chance to showcase their talent, struggle to make a living. Even fewer ever aspire to a comfortable life.

However, if you have spent some time on the Internet in the last 10 years, you will have noticed something different happening in India. You will have noticed content creators like Bhuvan Bam, Ashish Chanchlani, Ranveer Allahbadia, and Prajakta Koli, interviewing filmstars and endorsing brands. Who are they? How did they get here? They are regular people who have forged unique paths to success by turning their passions into their professions.

Through these stories, the readers will gain insights on:

  1. Indian Creator Ecosystem
  2. How these creators started from scratch
  3. How they achieved popularity in a highly crowded and competitive market
  4. How they identify new ideas for content creation and brand collaboration

Creators Covered: Bhuvan Bam, Ashish Chanchlani, Kabita Singh, Nikunj Lotia, Prajakta Koli, Ranveer Allahbadia, Madan Gowri, Team Naach, Yashraj Mukhate, Abhi and Niyu, Ujjwal Chaurasia

The inspiration

Though the size of the Creator economy is humongous and the available opportunities immense, the chances of creators getting lost in the crowd are higher than the chances of getting noticed. 
Though the market is crowded, India has seen the rise of an entirely new breed of first-generation creators who have established powerful personal brands through their content, entrepreneurial mindset, and social media. Due to their increasing popularity and credibility, they are often perceived as role models, not just by their followers, but businesses, mainstream media, and Bollywood (in itself a great Influencer). These creators have begun replacing traditional celebrities such as film stars and athletes in brand endorsements and promotions. They are even seen in web series and movies.

The lessons captured in these stories will help aspiring and emerging creators build their brand in their chosen niche. 

The reviews

The book became the Number 1 bestseller in the Entrepreneurship category on Amazon, within 24 hours of the pre-booking announcement on social media. Since then, the book has remained the Number 1 bestseller in multiple categories.