Tusharr Kumar

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.