Story Brunch
Short video platforms have become quite a craze nowadays, and this trend is going to see a phenomenal rise with the increase in mobile penetration and the affordability of data at lower costs, in India. Many youngsters are harnessing the potential of these platforms to rise high in the field of media. The availability of free platforms to showcase talent to the world and gain a fan following is the democratization of good content. Though, there are associated demerits too, such as skin show and the production of vulgar content to grab some eyeballs.
Revenue from short video platforms is low for most of the content creators, a handful makes a good amount of bucks. The revenue earned by short video content creators pales in front of the income of large video makers, obviously.
But it’s easier to gain a large number of followers on these apps compared to longer video format platforms. The large follower base of these content creators works for them in upward mobility in the glamor world. Some of these content creators graduate from making TikTok videos and Instagram reels to music albums and movies. The number of such successful creators is extremely less, but what distinguishes it from other means of getting into the modeling or acting field is that one can easily bypass the ills associated with the selection of models/actors in the glamor world, such as nepotism, casting couch, etc. A creator here first creates awesome content, gains a large followers base, and makes a name for him/herself, which finally gets noticed by talent management firms or big artists. The content creators are themselves approached by these firms with offers in most cases.
“Democratization of content” which helps in the growth of underprivileged non-metro crowd to gain name and fame aids in “democratization of talent” in the media industry. It’s a win-win situation for both.
It’s a win-win situation for both the content creators and the producers of the music albums. The content creators get a good offer,a golden opportunity for upward mobility in the field they have been working and aspiring for long. The producers and big artists casting Instagrammers/Tiktokkers get access to the large fan base of these creators, which works in free marketing of the music album/movie/web series, etc. The fees charged by tikokkers, etc are also less compared to established and famous models/celebrities. So, content creators of these platforms have a lot to offer the producers in return. It’s contrary to the general perception that it’s only the big artists who are doing favors to these content creators by giving them a chance to work in good budget projects.
Another important aspect that makes these Instagram celebrities more reliable advertisers of their videos is that they have more ‘connect’ with their followers through live chats and blogs, which other established industry models lack. Their success thrives on a high engagement rate with their followers.
Let’s have a look at some of the short video creators who got an opportunity to work with big artists and bigger brands.
Sanchita Basu
Sanchita Basu, a small town girl from Bihar who started making Tiktok videos when she was in school. Her videos started getting viral and she became quite famous for her expressions and beauty. She bagged a role in a Telugu movie First Day First Show which is due to release soon.
Song Mazza Mazza from her movie
Anjali Arora
She is another famous Tiktokker /Instagrammer with whopping 11 million+ followers on Instagram. She started her performances from Tiktok and became a famous celebrity in her own right.
She bagged many offers to perform as a model in many music albums,both Punjabi and Hindi.She has also performed in a popular reality show.
Some of the songs she has performed in are-
‘Saiyan Dil me Ana re’
‘Temporary Pyar’
‘Oh Humnasheen’
‘Sufi Sufi’
Recently launched video of hers – ‘Saiyaan Dil Me Ana Re’
Anjali Chauhan
Another short video performer from a not-so-privileged background who gained popularity because of her brilliant expressions and dance steps.A fan of superstar Madhuri Dixit,Anjali has performed in several songs namely-
‘Jaaniya’
‘Oh Mann Re’
‘Oh Mann Re’
Conclusion
These are a few examples of upward mobility from short video platforms to music albums and movies. There are a few more who got offers in Tv shows, and OTT platforms videos.Viral videos of orchestra dancers from rural areas of Bihar and Uttar Pradesh have propelled the performers to music albums in Bhojpuri film industry.
A combination of good looks and talent can mega-launch the career of many tiktokkers and Instagrammers in media .
