The Morning Brief OML CEO on the Creator Economy’s Next Wave
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Oct 31, 2025 Tusharr Kumar, CEO of Only Much Louder (OML), discusses the dynamic landscape of India’s creator economy. He addresses the impact of short-form video and the rise of creator-led businesses. Tusharr shares insights into how OML selects and supports artists, transforming them from small gigs to substantial touring acts. The conversation delves into the balance of data and instinct in decision-making, AI's role in enhancing creator workflows, and the evolving nature of contracts in the digital age. Emerging trends like niche microcultures and the impact of AI-generated creators also take center stage.
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Data Underpins Creative Instincts
- OML has long used data to make instinctive decisions, layering search, stream and audience signals to predict market demand.
- Their data-first approach enabled global agency mandates and confident touring and campaign choices.
Diversify Revenue Beyond Short-Form Ads
- Invest in branded-content and agency services to stabilize growth and profitability alongside live and IP revenue.
- Build studios and pitch long-format shows to diversify revenue beyond short-form ad income.
Wide Earnings Spectrum For Creators
- Creator earnings vary hugely: many make INR 20 lakhs while top-tier artists can earn around INR 40 crores annually.
- Revenue splits differ per creator depending on platform strength, touring and branded content mixes.