Contribution of Indian arts to the creator economy
Culture Economy and the diversity of Indian Heritage
Culture defines where we come from by celebrating the past, entertaining our present & people around us and imagining a better future. The creator economy has evolved as a powerful transformative force in the world. Human creativity and innovation are the key drivers of these industries at both the individual and group levels. Indirectly, culture increasingly underpins how audiences perceive the world at large, see their place in it, affirm their human rights, and forge productive relationships with others.
The culture in India is highly diverse, changing and evolving every day. For the culture to evolve continuously, the creators need to practice and experiment with their art forms. Experimentation needs an audience, and it becomes imperative to reach a wider audience who could understand and appreciate this change.
Culture has helped us out of the crisis. Now we have to help Culture and support the diversity to which culture owes its strength. — UNESCO Chief, Audrey Azoulay
The Culture of People
Art is layered with the experience of people who practice it, creating a unique DNA of that culture.
People creating art: the creators are what makes it transcend borders. People who adore the culture: the audience carries it through time, making it timeless.
This practice builds a community of “the art and its people”.
The culture primarily is an amalgamation of the art forms that inspire people to create and showcase, an audience that encourages the creators and communities who appreciate both the art and artists.
Communities have always served as a driving force behind the discovery and evolution of crafts. In the pre-pandemic world, communities were preferable by the creators for their inspiration and thought sharing with fellow creators. To an extent, platforms like Kommune and Rekhta play a considerable role in dissolving geographic boundaries and allowed the creators to reach far and wide, thanks to technologies and tools of the modern-day. But nothing could come close to the physical interactions; travelling, meeting people, performing live remained a widely accepted choice for everyone. The boom in digitization gave rise to several tools that allow the creators to host near-real virtual events. However, the acceptance for this still was a long shot.
Pandemic established the necessity of creator centric tools and platforms which could help them connect with the audience and deliver the content in a better manner.
The learnings were significant, but the pandemic also opened a whole new perspective of virtual events hosting and how geographic boundaries dissolve in the time of need.
According to Danish Sait, “The lockdown gave people time to take notice of those with talent outside of the ones they were already following. They were willing to give everyone a chance,” Sait says of the generosity with which people approached his content. His video sketches — a part of his Quarantine series on YouTube took his following from 4,00,000 to 5,00,000 across social media at the height of the lockdown.
In the post-pandemic world, the platforms that could help creators deliver the content, monetizing and engaging became necessary as they open a massive potential window. Such platforms built primarily for creators can help them do all of this and more with minimal technological intervention.
The Culture of Investing
We can easily understand the maturity of any ecosystem by the behaviour of people on its top. The culture of giving back and opening opportunities for fellow creators can happen only when established creators invest their time & money back in the ecosystem, instilling confidence in everyone. A lot of times, their time is of greater value than money alone.
In the Indian startup ecosystem, there are some of the exemplary names that have given birth to many successful startups like Sachin Bansal and Binny Bansal, founders of Flipkart, Kunal Shah, founder of Cred. These founders laid a strong foundation for the startup ecosystem in India and can be seen giving back to society.
It is lovely to see Tanmay, Ranveer likes of them proving their mettle as creators and now coming forward to support younger creators and startups in the creator economy sector.
With time, there has been a massive shift towards the consumption of live content, and as events are becoming hybrid, we need platforms that can help creators build the right communities with no geographic boundaries. Cue believes in the power of culture & creator economy and aims to bring creators together to create massive opportunities to monetize their art, grow together, and build a flourishing ecosystem for the budding creators.
Wish to know more about Cue? Visit https://simplycue.com/
