The Morning Brief OML CEO on the Creator Economy’s Next Wave
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Oct 31, 2025 Tusharr Kumar, CEO of Only Much Louder (OML), discusses the dynamic landscape of India’s creator economy. He addresses the impact of short-form video and the rise of creator-led businesses. Tusharr shares insights into how OML selects and supports artists, transforming them from small gigs to substantial touring acts. The conversation delves into the balance of data and instinct in decision-making, AI's role in enhancing creator workflows, and the evolving nature of contracts in the digital age. Emerging trends like niche microcultures and the impact of AI-generated creators also take center stage.
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Short-Form Video Changed Discovery
- Short-form video radically changed creator discovery and careers, shifting attention from long-form YouTube to reels-style formats.
- Creators now build whole careers from single short videos, compressing timelines and altering success expectations.
Creators Become Entrepreneurial
- Creators are increasingly entrepreneurial, pursuing acting, businesses, licensing and multiple revenue lines beyond content.
- Tusharr highlights live touring as a growth vector where creators convert online fame into large stadium audiences.
Viral Reels Drove Rapid Touring Growth
- OML signed folk musician Bhuvan when he was playing 70–80 seat shows and then levelled up his video quality to drive virality.
- Two reels went viral and directly boosted ticket sales, enabling a jump to 1,500-seat shows in Dubai.