




The making of creators—The Pujarini row and how talent agencies work
brand deals and a rise in income since her collaboration with this agency, having worked with top brands such as Netflix, Audible, Britannia and Canva. “With my current team, the income graph has risen. There is consistency and growth,” she said.
In one of her videos after the controversy, Pradhan had said she earned ₹30,000 per video when she was with her previous agency. She declined to share details about her previous agency and her current earnings.“I try to do not more than three to four brand deals a month. My team handles end-to-end negotiations and they increase the commercials accordingly,” she added.The 26-year-old's creator stint took off more as an escape from ‘boredom’.
“I was bored from my daily chores, so I used to post cute videos with my son. One day, while cooking I thought of recording something, edited it and posted it, all in 5 minutes. Then, a few hours later I noticed people started following me...” said Pradhan in response to Mint's queries.Stories such as hers are abounding.Agency operations closely resemble investors or venture capitalists.In an age where every other person is putting out content in the hope of being the next big influencer, these agencies' role is not just to work with the ones that are already popular but to hunt for early-stage creators who have the potential to make it big.“Our teams are chronically online, scouting profiles on social media to look out for creators who have the potential to blow up.
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