Riding the WAVES
Your Pathway to Success in the Evolving Creator Economy
Deepti Subba
As India gears up to host the World Audio Visual and Entertainment Summit (WAVES) 2025 at Bharat Mandapam, New Delhi from February 5 to 9, 2025, the Media and Entertainment (M&E) sector stands on the cusp of significant transformation making an official announcement of the summit, Union Minister Shri Ashwini Vaishnaw said that while the infusion of technology has opened up vast opportunities, it has also created challenges for those who are not adapting quickly enough. This dichotomy sets the stage for an evolving creator's economy that demands attention from aspiring professionals and established players alike.
The M&E industry is undergoing structural changes that are reshaping how content is created, distributed, and consumed. From digital streaming platforms to advancements in Virtual Reality (VR) and animation, technological innovations are at the forefront of this transformation. For career seekers, this signals a growing demand for diverse skill sets. Roles in content creation, digital marketing, animation, gaming, and intellectual property management are not just emerging; they are essential.
The government's commitment to enhancing the talent pipeline and creating an ecosystem conducive for high-quality content is evident by the recent cabinet decision to establish a National Centre of Excellence (NCoE) for Animation Visual Effects, Gaming, Comics and Extended Reality, AVGC-XR in Mumbai. Provisionally named the Indian Institute of Immersive Creators (IIIC), this aims to revolutionise the AVGC Sector. By fostering collaboration between the M&E sector, financial institutions, and technology firms, India is poised to become a global hub for content creation. The WAVES Summit aims to catalyse these efforts by encouraging industry leaders to explore new avenues for innovation and investment.
This collaborative approach is vital. It allows for a synergy that can elevate local talent and create pathways for aspiring creators to thrive. As Minister Shri Ashwini Vaishnaw mentioned, the focus is on harnessing the best out of these structural changes. For individuals looking to build a career in the M&E sector, staying informed about government initiatives and actively participating in industry events like WAVES can be a significant advantage.
What is the Creator Economy?
In simple terms, it's the ever-expanding world where creators-like filmmakers, animators, musicians, gamers, and social media influencers -monetise their talent by producing engaging content for a global audience. From digital art and vlogs to full-fledged films and AR/VR experiences, there's a treasure trove of career opportunities waiting for you.
India, with its rich cultural heritage and diverse talents, is perfectly poised to lead this revolution. The Government of India is on a mission to make our country the ultimate global hub for creative content. And this isn't just talk! Plans are already underway to establish world-class universities and top-notch facilities for creators like you, ensuring you have all the tools you need to thrive.
Why WAVES is the Event for Creators?
Prime Minister Shri Narendra Modi, in his latest Mann Ki Baat address, emphasised that in these changing times, the nature of jobs is evolving, with new sectors emerging, such as gaming, animation, reel-making, filmmaking, and poster design. If you excel in any of these fields, now is your time to shine! "Whether you're part of a band, involved in community radio, or passionate about any form of creative expression, WAVES presents a significant opportunity to elevate your talent to a global platform," the PM said.
As part of WAVES 2025, the Ministry of Information and Broadcasting, Govern-ment of India, has launched 25 challenges under the theme: 'Create in India.' These challenges are designed to showcase creativity and talent, with some focusing on music, education, and even anti-piracy initiatives. Professional organisations are backing these efforts, providing you with the resources and support to thrive.
How WAVES Can Help You Launch Your Career?
1. Showcase Your Talent: If you're an aspiring filmmaker, designer, or game developer, this summit is your stage! Enter competitions like the Anime Challenge, Young Filmmakers Challenge, or Virtual Influencer Creation Contest. You'll have a global audience ready to watch, learn, and applaud your work.
2. Gain Industry Insights: Not sure which path to take in the M&E industry? No problem! WAVES is packed with seminars, workshops, and discussions led by industry titans. Learn about everything from film technology to the future of digital media.
3. Explore New Trends: Ever wondered how Augmented Reality (AR), Metaverse, and Generative AI can take your content to the next level? WAVES will showcase cutting-edge technology that's shaping the future of storytelling. Who knows, your next masterpiece might be a virtual one!
4. Make Connections: Networking is your key to unlocking doors in any career, and at WAVES, you'll rub shoulders with the biggest names in the business. Whether you're chatting with a veteran filmmaker, a social media influencer, or an AI wizard, these connections could lead to collaborations, mentorships, or even your next big break.
Skills for the Future
With the M&E industry evolving rapidly, specific skills will be crucial for future professionals:
1. Digital Literacy: Understanding digital tools and platforms is essential. Familiarity with content management systems, social media analytics, and digital marketing strategies will be a significant asset.
2. Creative and Technical Skills: Proficiency in areas like animation, video editing, sound design, and gaming will be increasingly sought after. Upskilling in these areas through online courses or workshops can provide a competitive edge.
3. Business Acumen: Understanding the business side of M&E, including IP rights, licensing, and financial management, will be invaluable as the industry grows.
4. Adaptability and Continuous Learning: The pace of change in technology and consumer preferences means that professionals must be adaptable and committed to lifelong learning.
From Humble Beginnings to Big Wins: Some Inspiring Stories
You need to have fancy equipment, millions of followers, or a huge budget to make it big in the creators economy? Think again! Some of the most successful creators started with nothing more than a phone camera, a simple idea, and a whole lot of passion. What makes them stand out? Consistency, creativity, and courage. And trust me, if they can do it, so can you.
Here's the secret sauce to turning those humble beginnings into a dazzling career that gets you noticed by the industry's biggest names.
Step 1: Start Small, Dream Big
Many creators you admire today began with zero followers and no clue how their journey would unfold. What they had was a passion project- whether it was a YouTube channel, a blog, or a mini short film shot on a smartphone. The good news is, you don't need to wait for the "right moment" to start; just dive in! The digital world loves authenticity. You don't need a huge budget to be impactful; you just need to be yourself and share your perspective.
Take the example of Prajakta Koli, who runs the youtube channel - ‘Mostly Sane’. She started making YouTube videos in her bedroom, armed with just a basic camera and a passion for relatable, funny content. In few years, she's not only a top content creator but also stars in Netflix series and collaborates with global brands. The key takeaway? Start where you are, with what you have.
Step 2: Build Your Unique Voice and Niche
The creators economy is diverse and vast, which means there's space for everyone-but to stand out, you need to find your unique voice. What makes your perspective, your style, or your story different? Whether you're into comedy, photography, educational content, or animation, own your niche and let your creativity shine.
Take the gaming industry for example. Indian gamers like Mortal (Naman Mathur) and Carry Minati (Ajey Nagar) didn't follow trends-they created them. By focussing on what they loved (gaming and roasting, respectively), they attracted an audience who connected with their passion and originality.
So, think about your own strengths and interests. What can you bring to the table that no one else can? Once you nail that, your audience will start to grow naturally.
Step 3: Leverage Social Media and Platforms
In today's world, social media is your biggest ally. Instagram, Facebook, YouTube, and even LinkedIn (yes, LinkedIn!) are powerful tools for building your personal brand. Use them to share your journey, your behind-the-scenes, and your creative process. The more you put yourself out there, the more opportunities you create for yourself.
Pro tip: Engagement is everything. Respond to comments, create polls, ask your audience what they want to see more of-build a community. Ranveer Allahbadia, who rose to fame with Youtube Channel ‘Beer Biceps,’ started as a fitness influencer but used social media engagement to grow into a successful entrepreneur and podcast host, interviewing some of India's most high-profile personalities. His career evolved because he constantly engaged with his audience and adapted to what worked.
Step 4: Collaborate and Network
Once you have a bit of a portfolio, whether that's a few blog posts, short films, or a growing social media account, it's time to collaborate. Reach out to fellow creators, brands, or even mentors in your field. Collaborations help you tap into new audiences and learn from others in the game. Plus, they give you credibility and exposure to big industry players.
Ever heard of Bhuvan Bam? The creator behind the popular, ‘BB Ki Vines’! He started out making comedic sketches, but his collaborations with other creators and appearances on talk shows turned him into a household name. Today, he's not just a YouTube star but a mainstream celebrity with his own production house.
Step 5: Scale Up with Projects and Platforms Like WAVES
Platforms like WAVES are designed to showcase emerging talent to big industry names-whether it's through contests, hackathons, or industry meet-ups. Get involved in as many of these as you can. The exposure is priceless.
By participating in events like WAVES, you're not only sharpening your skills but also placing yourself in front of decision-makers who could offer you career-defining opportunities. It's your chance to go from being an ‘at home’ video creator to rubbing shoulders with the giants of the industry.
Step 6: Keep Learning, Keep Evolving
In the creators economy, learning never stops. Technologies like Artificial Intelligence (AI), Augmented Reality (AR) and Virtual Reality (VR), and new media formats are constantly emerging, and the creators who stay relevant are the ones who keep adapting. Whether it's taking online courses, attending summits like WAVES, or just exploring new content formats, always be a student of your craft.
Investing in yourself pays off, especially in such a dynamic industry. Today's successful creators are the ones who not only create but also learn the business side of things-how to negotiate brand deals, protect their intellectual property, and even scale their content into full-blown enterprises.
The bottom line - your journey in the creators economy might start humbly, but with passion, persistence, and the right platforms-like WAVES- you could be the next big thing. The industry is looking for fresh voices, new ideas, and innovative content creators who aren't afraid to push boundaries. That could be you!
So, whether you're filming vlogs on your phone, drawing characters for a game, or scripting your next short film, know that you're laying the groundwork for something bigger. The creators economy is booming, and India is at the forefront of this revolution. Now is the time to get your foot in the door and start building a career that not only pays the bills but also fulfills your creative ambitions.
The Road Ahead
As Union Minister Shri Ashwini Vaishnaw highlighted in his speech that India's creators economy is not just a trend-it's a revolution. With the government investing heavily in world-class infrastructure and skill development, the future looks incredibly bright. Plus, emerging technologies like AI and immersive storytelling techniques (hello, Metaverse!) are opening doors to 2-3 lakh new jobs in the media and entertainment sector. If you've ever dreamed of a creative career, now's the time to dive in. So, gear up, gather your ideas, and get ready to make some waves at WAVES 2025!
Why WAVES is Essential for the Future of Indian M&E Industry
Amplifying India's Voice as a Global Powerhouse
India is a key player in the global M&E landscape, and WAVES showcases the vibrant industry and its immense potential.
New Markets, New Opportunities
The summit connects participants with new markets, diversifying revenue streams and creating a stable, sustainable growth trajectory for the Indian M&E industry.
Building a Skilled Workforce
WAVES prioritises job creation, skill development, and economic growth, empowering the next generation of creators and entrepreneurs.
Embracing Innovation
The event provides a platform to embrace new technologies and inspire the entrepreneurial spirit among emerging talent in the industry.
Cross-Cultural Exchange
WAVES fosters knowledge exchange, dialogue, and collaboration between Indian and global stakeholders, driving innovation and diversity in the M&E sector.
(The author is a Delhi-based career counselor and web content developer. Feedback on this article can be sent to feedback.employmentnews@gmail.com)
Views expressed are personal.