The content creator economy has two core dimensions: the creators have to generate fans and become famous, and all the fame needs to be monetized
Fandawm
For a year and half the story of short video space has been a fantasy tale, with the space continuing to grow at 2x on the back of the enormous attention from the users, content creators and the industry. Post the TikTok ban in India, there has been a surge of short video apps with the launch of MX TakaTak, Moj, Josh as well as the introduction of Reels in Instagram and Shorts in Youtube. The short video industry in India is set to hit 500 million users from the current around 250 million users. Whether the huge attention or the changing content consumption preferences, it seems nothing gets people’s attention better than the short videos for now. Despite this humongous growth, the underlying core of the short video space, the creator economy, is yet to be moulded in the short video apps in India.
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The content creator economy has two core dimensions: the creators have to generate fans and become famous, and all the fame needs to be monetised. The ‘creator economy’ is a newly popular term to monetise content creators and has recently attracted huge fundings in the west with the rise of creator economy companies such as the Softbank funded Jellysmack and the Karat which manages the creator financials
Fandawm, an Indian short-video creator content startup, is actively prioritising the creator economy tenets for its batch of influencers across short videos, brand reach and music originals. Content creators have this exceptional ability to influence the market and monetise their content. The content reality has powered the rise of these creators whose every word fuels a multi-billion dollar brand marketing. Marketers and brands have been queuing to get along with this new darling of the people’s eyes. Fandawm invests in the potentially most influential creators and helps them to build their fan base and monetise that fame across a variety of cutters. The team of Fandawm’s creative directors uses modern AI based tools and advanced VFX video editing techniques, and actively alters the creator’s content to make it impactful across short video platforms. Fandawm along with its exclusive creators produces over thousands of engaging short videos every month for various short video apps generating hundreds of millions of views.
In a bid to push the monetisation of its creators further, Fandawm has also recently launched a music label, Fandawm Music Originals, to produce original music with short video content creators. So far, Fandawm has launched two music originals, Kamaal Kare Tu and Besharam Jana Bewafa featuring content creators Rizwan Khan, Faizal Siddiqui, Rubyynna, and Mahira Khan. Both of these originals' videos generated millions of views across YouTube and Instagram Reels. Fandawm is founded by Pushpendra Singh, an ex-VP and Head of Growth and Content Strategy of MX TakaTak and Snehil Narula who has led the influencer content and growth at MX TakaTak. Previously, Pushpendra also spearheaded MX Player growth and led products at Amazon and Gaana.
Every move of the popular creators is followed with immense interest by their fans. These new celebrities are making it big, straight out of the digital devices held in people’s hands instead of the wall or the theaters. With this new era of celebrities getting born from short videos and the welcoming of new age content, the time of creator economy has surely arrived.
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