Beverly Hills-headquartered talent management firm Artist International Group (AIG) has set foot in India through a joint venture (JV), AIG India, with Creativeland Studios to take advantage of the country’s burgeoning content creator industry.
The partnership combines AIG’s extensive network and know-how of the Hollywood industry with Creativeland Studio’s understanding of the Indian market.
The JV, which is in the process of announcing its Indian talent roster, will not only focus on promoting Indian talent globally across artistic disciplines but also represent international and Hollywood talent in the Indian subcontinent.
Led by industry veteran David Unger, AIG’s global talent roster includes Michelle Yeoh, Anil Kapoor, Fan Bingbing, Jonathan Rhys Meyers, and Gong Li, among others.
David Unger said India is a treasure trove of talent, with a third of the content coming from the country. “Through this joint venture, we aim to unlock new avenues for Indian artists to showcase their work globally and hope to bring Hollywood and global talents to India, fostering true collaborations.”
Sajan Raj Kurup, founder of Creativeland Studios, said content and talent are geography-agnostic. “Partnering with David and launching AIG India allows us to extend our creative horizons and provide our talent with the global exposure they deserve, and vice versa.”
Creativeland Studios was launched by Sajan Raj Kurup-headed Creativeland Asia Network in 2023 through the acquisition of London-based Creators Inc.
According to Kroll’s Celebrity Brand Valuation Report, the cumulative brand value of the top 25 Indian celebrities grew by 29.1% to touch $1.6 billion in 2022 compared to the previous year.
A recent EY-Collective Artists report stated that the influencer marketing in India is expected to surge by 25% to reach Rs 2,344 crore in 2024 and further expand to Rs 3,375 crore by 2026.
