It has been a period of growth for India’s M&E industry which is worth Rs.1614 billion today. (2022). It has been growing at the rate of 13 per cent. With this type of growth comes the demand for talent. To fulfill the demand, we have Talent Search Agencies such as One Digital, CAA, Matrix, Bling, Spice and Tulsea.

These agencies represent talent. They take steps to build up talent. They try to diversify talent brand across social causes and films, commercials and web series. They invest in talents by understanding their personalities, likes and dislikes and career aspirations.

There are content creators. These are the source for talents. The agencies discover them and handhold them.

And then there are influencers, film stars, singers and other talents available on different platforms, apps, formats, devices and brands.

There are influencer agencies too. They need creative advisory. The agencies provide opportunities for creators to showcase their talents and monetise their art. Girlfriend Box, an influencer agency handles the digital mandates of OTT firms.

Talent was treated as labour and had to put in hours. Agencies elevate them in stature and make talents wealthier. It is an investment in them for 4-5 years. Agencies thus go beyond bookings and filings. They adopt a 360-degree approach to services. They are facilitated by technology and data analysis. Talents will soon be able to sell their NFTs.