Circuit Artist Network redefines India’s creator economy with sustainable, trust-led growth strategies.
Circuit Artist Network
When the creator economy in India began exploding, the playbook was fairly predictable: sign fast, grow faster, and chase numbers. For many agencies, scale became the headline. But somewhere along the way, the fundamentals, trust, structure, and long-term thinking, started getting lost.
That disconnect is exactly what led Circuit Artist Network to take a different path.
What the Early Creator Economy Got Wrong
In its early days, the creator economy rewarded speed over sustainability. Agencies raced to build massive rosters, creators jumped from deal to deal, and brands often struggled with inconsistent execution. While visibility increased, careers didn’t always grow with it.
“Everyone was focused on how fast they could scale,” says Raihan Sidhiq. “Very few people were asking whether creators were actually building something that would last.”
The result was an ecosystem driven by short-term wins, viral moments without a long-term plan.
Inside the Founder Insight That Sparked Circuit
CEO Kevin Thomas and COO Raihan Sidhiq had both worked closely with creators and brands before starting Circuit. From the inside, they saw the same pattern repeat itself: talented creators without strategic guidance, and brands unsure how to work meaningfully with them.
“We kept seeing creators grow fast but burn out just as quickly,” Kevin shares. “There was a clear gap between creativity and structure, and that gap needed fixing.”
That insight became the foundation for Circuit: a creator management company built not around volume, but around intent.
Choosing Intentional Growth Over Instant Scale
When Circuit launched in 2024, the founders made a conscious decision to resist traditional agency norms. Instead of onboarding as many creators as possible, they focused on curating a small, culturally relevant roster, primarily Gen Z creators from South India.
“We decided early on that we’d rather scale right than scale fast,” Raihan explains. “If we couldn’t give creators the time, systems, and attention they deserved, then growth didn’t mean much.”
This approach allowed Circuit to work deeply with each creator, shaping positioning, aligning brand partnerships, and planning careers beyond the next campaign.
Building Trust Between Creators and Brands
At the core of Circuit’s model is trust. For creators, that means transparency, clarity, and long-term planning. For brands, it means consistent execution and cultural understanding.
“Trust is built when expectations are clear on both sides,” Kevin notes. “Creators need to feel protected, and brands need to feel confident. Our job is to build that bridge.”
By introducing professional systems around contracts, negotiations, and brand alignment, Circuit aims to remove friction from both sides of the ecosystem.
What Sustainable Growth Looks Like in the Creator Economy
As the creator economy matures, the founders believe sustainability will matter more than speed. Careers will be built through repeat partnerships, strong personal brands, and creators who understand their cultural value.
“The future isn’t about who grows the fastest,” Raihan says. “It’s about who lasts.”
That belief continues to guide Circuit Artist Network, not as an agency chasing numbers, but as a network focused on building creators, brands, and systems that can stand the test of time.
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