You’ve built an audience, brands are sliding into your DMs, and collaborations are coming in. But here’s the question: Do you actually need a talent manager?
With India’s creator economy expanding, the relationship between creators and management agencies is changing. And it’s no longer just about landing brand deals.
Are Creators Paying Less for Talent Management?
In a recent Storyboard18 report, Sanchit Bhatt, founder of Here We Go Again Media, revealed that talent management commissions typically hover around 20%.
However, established creators who bring in their own brand enquiries are increasingly negotiating commissions closer to 15%.
On a ₹1 lakh collaboration, that’s a ₹5,000 difference.
But the bigger question is what creators receive in return.
Why Are Agencies Struggling to Retain Creators?
According to Bhatt, talent poaching and creators switching agencies are bigger challenges than declining commissions.
Creators today aren’t necessarily looking for someone who can secure another sponsored reel. They want opportunities that help them stand out and build sustainable careers.
This shift also reflects how creators are exploring businesses beyond endorsements, something The Reelstars discussed in The New Creator Flex: Building a Brand Instead of Promoting One.
What Does This Mean for Emerging Creators?
According to BCG’s 2025 report, only 8–10% of India’s estimated 2–2.5 million digital creators effectively monetise their content.
As explored in Why Most Indian Influencers Are Still Broke, building an audience doesn’t always guarantee income.
Before signing with an agency, creators should ask:
- Who negotiates brand deals and manages payments?
- Does commission apply to independently sourced collaborations?
- What career opportunities can the agency unlock?
- What are the contract’s exclusivity and exit terms?
Payment transparency matters too, especially amid growing concerns over delayed creator payments.
So, Do You Really Need a Manager?
There’s no magic follower count that determines when you need management.
If you’re handling occasional collaborations comfortably, you may not need representation yet. But if negotiations, deadlines and brand relationships are taking time away from creating, professional support could make sense.
Because getting brand deals is one thing. Building a career beyond them is another.