Arre bhai, picture ye hai ke Cannes Lions ka mahaul bilkul alag hi hai! South of France ki yeh khushbu, champagne ki booze, aur sabse badi baat – yahan par sirf celebrities nahi, balki har ek creator, har influencer jo aapke Instagram reels ya YouTube shorts pe nazar aata hai, woh sab yahan par hain. Magar kya baat hai? Yeh sab UTA ke do top bosses – Raina Penchansky aur Ali Berman – ke liye ek naya ‘game’ hai. In dono ne hi UTA ke ‘Creators’ division ko 2024 mein head karna shuru kiya hai, aur abhi toh yeh division poore Hollywood ko hi hila ke rakh rahi hai.
Kalpona kijiye, ek aisa waqt jab creators ko sirf brand deals nahi, balki apne khud ke products launch karne ka mauka mil raha hai. Jaise Charli D’Amelio ka fitness brand ho ya Emma Chamberlain ka coffee brand. Magar yahan par sabse badi chunauti yeh hai ke kaun in creators ko sahi direction dega? Kaun inke business ko itna strong bana dega ke woh Hollywood ke traditional stars ko bhi peeche chhod de?
Hairān karne wali baat yeh hai ke UTA ne 20 saal pehle hi is ‘creator economy’ ko samajh liya tha. Ali Berman toh 16 saal se UTA mein hain aur unka career hi shuru hua tha jab internet par blogs hi sab kuch the. Unke hisaab se, yahan par sabse badi baat hai ‘community’ build karna. Jaise pehle bloggers apne readers se directly baat karte the, waise hi ab creators apne followers se. Magar ab toh yeh community ek business ban gayi hai, jismein products, events, aur even AI bhi shaamil hai.
Raina Penchansky ne toh Digital Brand Architects (DBA) ki shuruat 16 saal pehle ki thi, jab Instagram bhi nahi aaya tha. Unka kahna hai ke creators ab sirf content banane se aage badh rahe hain. Unke liye toh yeh ek naya ‘media property’ ban gaya hai.
Magar sabse interesting baat yeh hai ke AI aur platforms ab is ecosystem ko bilkul hi badal rahe hain. UTA ke creators division ne VTubers jaise naye trends ko bhi apna liya hai. Ali aur Raina ka kehna hai ke AI se darne ki zarurat nahi hai, balki isko apne business ka hissa banana hai.
Lekin sachaai isse bhi bhadakti hai – kya sab creators is transition ko handle kar paayenge? Kya jo creators abhi tak sirf brand deals par hi jee rahe hain, woh apne business ko badha paayenge?
Pichle 20 saal mein UTA ne creators ko sirf represent karna shuru kiya tha, lekin ab toh yeh division poore Hollywood ko hi redefine kar rahi hai. Ali aur Raina ka kehna hai ke ‘hum toh yahan pe hi khade hain’ – matlab yeh ke ab creators ki power itni badh gayi hai ke woh sirf agents par hi nahi, balki poore industry par apna asar dal rahe hain.
Lekin savaal yeh hai ke kya yeh power sabke liye accessible hai? Ya phir sirf kuch hi lucky creators ko hi yeh mauka mil raha hai?
AI aur platforms ne toh creator economy ko hi badal diya hai, lekin kya yeh badlav sabke liye faydemand hai? Yeh sirf UTA ke top bosses hi nahi, balki har ek creator ke liye ek savaal hai.
AI aur platforms ne toh creator economy ko hi badal diya hai, lekin kya yeh badlav sabke liye faydemand hai? Yhaan par sabse pehle toh yeh samajhna zaroori hai ke AI aur platforms ne creators ko kaise empower kiya hai. Pehle ke waqt mein, creators ko sirf brand deals aur endorsement ke liye hi dhyaan dena hota tha. Magar ab toh unke paas apne khud ke products launch karne ka option hai, apne community ko engage karne ke liye events karne ka mauka hai, aur even apne khud ke media networks banane ka sapna hai.
UTA ke Creators division ne toh is transition ko aur bhi tez kar diya hai. Ali Berman aur Raina Penchansky ka kehna hai ke ab toh creators ki power itni badh gayi hai ke woh sirf Hollywood ke stars ko hi nahi, balki poore advertising industry ko hi redefine kar rahe hain. Cannes Lions jaise festivals mein aajkal creators ki chahat itni zyada hai ke har brand unke paas apne products promote karne ke liye bhaag-daud kar raha hai.
Magar yahan par sabse badi chunauti yeh hai ke kaun in creators ko sahi guidance dega? Kaun inke business ko itna strong bana dega ke woh long-term mein bhi khade rahein? UTA ne toh iske liye ek khas division banayi hai, jismein creators ko sirf brand deals nahi, balki apne khud ke business build karne mein bhi help milti hai.
Ali aur Raina ka kehna hai ke ab toh creators ki career kaafi multifaceted ho gayi hai. Pehle ke waqt mein, creators sirf content banane tak hi simit the, lekin ab unke paas apne khud ke products, events, aur even AI-based content bhi hai. UTA ka Creators division in sabko manage karne mein expert ban gaya hai.
Magar savaal yeh hai ke kya yeh transition sab creators ke liye possible hai? Ya phir sirf kuch hi top creators hi iska fayda utha paayenge? AI aur platforms ne toh creator economy ko hi badal diya hai, lekin kya yeh badlav sabke liye faydemand hai?
AI aur platforms ne toh creator economy ko hi badal diya hai, lekin kya yeh badlav sabke liye faydemand hai? Yeh sirf UTA ke top bosses hi nahi, balki har ek creator ke liye ek savaal hai.
AI aur platforms ne toh creator economy ko hi badal diya hai, lekin kya yeh badlav sabke liye faydemand hai? Yeh savaal har us creator ke liye hai jo abhi tak apne community ko build kar raha hai aur apne business ko grow karne ki koshish kar raha hai.
पाठकों की राय
क्या AI aur platforms ne creator economy ko sabke liye accessible bana diya hai ya phir sirf kuch hi lucky creators ko hi iska fayda ho raha hai?
Tumhara khud ka experience kya hai – kya tumhe lagta hai ke creators ki power ab itni badh gayi hai ke woh Hollywood ke stars ko bhi peeche chhod denge?
