The Ledger
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Sheth: Traditional PR firms have no idea how to work with influencers
“We started an influencer marketing unit where we realized that more than creators, it was actually brands that needed more guidance and help with who they need to work with. Because the PR companies that they were working with had no idea about it. They were f…”
Sheth: Creator tiers depend on category ranking, not absolute subscriber count
“Now if someone in the self-improvement or motivation space has only 500 K subscribers, there's a possibility they could be category A because they may not have as big an audience As the fourth highest or fifth highest creator in the comedy space because comedy…”
Sheth: Indian talent management represented only film and cricket stars in 2017
“There was no representation for digital creators back then. The representation was only happening with Bollywood stars and cricketers.”
Sheth: Monk partnered with Mamaearth and WOW at early funding stages
“The likes of a Wow, SkinSense, or a Mammoth, or a Flow Mattress, or all of these guys, we worked with them when they were on their seed stage or a Series A at best.”
Sheth: PR functions require seasoned hires because PR relies purely on relationships
“And with something like PR, you need someone who has that experience because it purely works on relations. And someone like us, we've only been in the industry for two or three years. So I realized that it's important to fill in those gaps.”
Sheth: Monk Entertainment exclusively represents 45 to 50 creators
“In terms of influencers we exclusively represent about 45 to 50 creators.”
Sheth: Monk Entertainment is completely bootstrapped without venture funding
“We're not venture back. We're not funded. It's a completely bootstrap business.”
Monk Entertainment charges exclusive creators fixed commissions and manages all deal communications
“With the exclusive creators we have a fixed commission fee that we charge.
and the reason we call it exclusive is all the all the deals that go through are through us.
So we have access to the emails and it's a completely transparent system.”