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Creator18 Builds Out Its Leadership Under Anurag Iyer

Ad Tribe! Bureau2 min read
The new leadership appointments at Creator18

Creator18 has strengthened its leadership team as it scales its creator roster and builds talent-led intellectual properties for India’s creator economy.

  • Anurag Iyer leads the platform as chief executive officer
  • Ajitanshu Ramji joins from Collective Artists Network and Meta as lead, talent partnerships and growth
  • Priyanka Ganwani joins from Sony Music as lead, IP, content packaging and go to market
  • Shrujal Doshi joins from DCAA as senior talent manager
  • Mohit Khanduri joins from Mad Influence as head of operations, influencer marketing

What Anurag Iyer Brings To The Chair

Iyer has over 15 years across the creator economy, culture marketing, content monetisation and digital media. He was previously chief executive of Big Bang Social, where he worked on creator-led monetisation models and long-term IP businesses, and before that at TikTok, where he helped build creator monetisation products including the creator marketplace and TikTok Shop.

The TikTok line matters more than the title. Creator marketplaces and in-app shops are the two mechanisms that turn an audience into revenue without a brand deal in the middle, and very few people in India have built either from the platform side.

Four Hires, Four Different Disciplines

The team spans talent management, content, IP development, brand partnerships and operations.

Read the hires against each other and the shape of the plan is clear enough. Talent partnerships is the supply side, keeping creators signed and growing. IP and content packaging is the part that turns a creator into a format that can be sold to a platform. Talent management is the daily servicing. Operations is the unglamorous half of influencer marketing where campaigns are actually delivered.

Why Creator18’s Talent-Led IP Is The Harder Bet

The stated ambition is not only a bigger roster but talent-led intellectual properties.

Those are two different businesses. A roster earns a percentage of brand deals and scales linearly with the number of creators signed. An IP is an asset the company can own, license and syndicate, which is where the value sits, and also where the risk does. Hiring an IP and content packaging lead from a music company rather than from an influencer agency suggests they know which of the two is harder.

More on Ad Tribe People.

#creator economy#people movement#influencer marketing#Creator18#Talent Management
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