Mumbai: Animeta, the AI-powered creator tech company, has aimed to bring a ‘studio model’ in the creator economy business, with a view to bringing about a greater degree of organization into the space. The company announced the first set of Animeta Exclusive Creators. The company began operations a month ago and within the first month’s time, they have onboarded many creators whose total monthly viewership across social media platforms is 1 billion+ & cumulative subscriber base is 50 million+.
Content viewership has witnessed a sea of change in recent years, as there is a strong focus on meaningful value from the content viewed, instead of passive, meaningless viewing. With that view, the company is focused on key 16 content categories which make up over 80 per cent of social media viewership. The first set of creators features five of these categories which include automobile, travel, people & vlogs, science & facts and food & drink.
Digital content creators face multiple challenges including – a lack of structured banking & financial assistance, no proper creative & production support, no business intelligence to grow scientifically; and thereby the market stays unorganized and does not produce many professional creators. And then there is the pressure to constantly create content. Most creators are hobby/passion creators turned into circumstantial entrepreneurs. Management of all of these aspects of the content business is a daunting task for the creators.
“Reinventing themselves in every new video is a constant challenge that creators face”, said Animeta CEO Devdatta Potnis, “and we are developing a content strategy engine to primarily address that creator problem. We come on board as exclusive partners, providing the entire media, brand, strategy, financial & content muscle so that the creators can only focus all their energies only on the one thing they love to do which is creating content.”
The first list of Animeta exclusive creators include Lakhneet Vlogs fame Lakhan Rawat and Neetu Bisht Rawat, a fun Indian couple who love to prank each other, create daily vlogs with their family and give couple goals to their audience, Motorbeam & FK-R founder Faisal Khan, GetSetFly Media founder Gaurav Thakur, widely known for his authentic content around Science, Space, Technology & facts, Manoj Malhotra an avid traveler and vlogger who has covered 50 countries in the last 14 years & is known for his Youtube channel - Travelling Mantra & one of India’s food channels FoodieWe, created by the trio Onkar, Mukti and Gautam, who create playful and energetic content around food challenges and contests.
Animeta is truly a creator company which invests in creators, and acquires exclusive 50 per cent rights in all their content from the past, present and the future, also their brand & talent rights; thereby focusing on a holistic growth & monetization plan so that the creators can focus only on creating content, while the company takes care of everything else and grows their business. In addition to the content expertise that the Animeta team brings to the table, the AI-powered tech platform offers a distinct edge to Animeta’s offerings.
“We intend to bring about a meaningful difference in the lives of the Animeta Exclusive Creators while making them multi-platform. Each of the creators comes with a unique edge and Animeta will ensure that we make them grow holistically”, said Animeta COO, Vipasha Joshi.
Animeta has been founded by Anish Mehta & has two of the biggest media names, Rajesh Kamat & Sameer Manchanda as its founding investors. The company has mighty plans for the creator economy and intends to bring about a fully organized value chain in this passion driven business.