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The era of social-media superstars: YouTube, TikTok, Instagram, et al. transform lives of many

Social media is giving a platform to the gifted to flaunt their work. Hundreds of local superstars have popped up from across India on YouTube, TikTok, Instagram, ShareChat, and Helo. These platforms rely on algorithms and artificial intelligence to spot talent, and are finding unique ways of rewarding them. Still, only a select few make it big.
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11 Oct 2019 6 Mins Read 0 comment
(From left) Kimkima Ralte, Gunjan Taneja, and Akshay Kakkar
(From left) Kimkima Ralte, Gunjan Taneja, and Akshay Kakkar
Only a couple of years ago, the odyssey to fame and superstar status for Indians almost always began in a bustling metro – often in Mumbai, Hyderabad, or Chennai – the hubs of the entertainment industry. The script was cliched with teary goodbyes, a suitcase full of clothes, some pocket change, and a train ticket to the city of dreams.
lucrative career off it in the attention economy. Monetising this talent remains difficult and only a few will make it big, according to experts. “The challenge is that they can’t live and die on the medium. Some will break away from the medium but most people will disappear,” says Pai of Blume Ventures. ( Graphics by Abdul Shafiq)
Only a couple of years ago, the odyssey to fame and superstar status for Indians almost always began in a bustling metro – often in Mumbai, Hyderabad, or Chennai – the hubs of the entertainment industry. The script was cliched with teary goodbyes, a suitcase full of clothes, some pocket change, and a train ticket to the city of dreams. lucrative career off it in the attention economy. Monetising this talent remains difficult and only a few will make it big, according to experts. “The challenge is that they can’t live and die on the medium. Some will break away from the medium but most people will disappear,” says Pai of Blume Ventures. ( Graphics by Abdul Shafiq)

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