Look beyond numbers & focus on impact while choosing celeb influencers: Gurpreet Singh

According to Gurpreet Singh, Co-Founder and COO, One Digital Entertainment, the celebrity endorsement business has taken a revenue hit due to the ongoing lockdown

e4m by Ruhail Amin
Updated: May 21, 2020 11:21 AM
Gurpreet Singh

 The ongoing lockdown time may have witnessed a spike in digital content consumption; however, if we look at the larger picture, the digital piece in the content mix has been enjoying considerable clout for some time now.

One of the early evangelists of this digital content piece is One Digital Entertainment, a popular digital content platform that works with over 3000 content creators across genres like music, comedy etc.

According to Gurpreet Singh, Co-Founder and COO, One Digital Entertainment, the company aspires to cater to the needs of independent content creators.

“Back in 2013, there was not enough independent music being made. There was only Bollywood music and no platform for independent artists. That is the time we realised that there was an opportunity to create a digital platform where artists can create their own content and put it on the platforms. We did our first project with Jazzy B and Honey Singh and it was the first time when mainstream music stars released their song on a YouTube channel. Now we work with a wide set of talent and our client list has grown from one to over a thousand clients,” said Singh.

Some of the popular artists that One Digital currently manages include names like Prajakta Koli, Badshah, Raftaar and Carryminati among others.

So has the ongoing lockdown given digital content a big push? Singh said that the trend was already there since many companies were trying to create a strong digital identity, be it the biggest TV broadcasters or Bollywood production houses. 

“But for those people for whom digital was just an optional thing, this lockdown has given them an opportunity to completely understand its clout and impact,” he added.

Speaking about the playbook for content creators, Singh recommends a three-pronged approach: figuring out the genre that you are passionate about, committing towards it because it is not an overnight journey, and having the patience to keep doing what you want to do.

Singh also agreed that the ongoing lockdown has impacted the spends on influencer marketing and only limited brands were spending in these times.

“There is a visible dip in the revenue like all other sectors. Business is impacted for sure and the number of brand deals has gone down too,” he added. 

His advice to brands while choosing celebrity influencers is to first understand the influencers’ target audience and to look beyond just numbers.

“Brands should focus on the actual influence that the celebrity has on that particular community. If the views or eyeballs are not translating into business for a brand, then those are just numbers on an excel sheet,” he pointed out.

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