Talent, Trends, and Tech: Anirban Adhikary on the Future of Artist Management in India

by  EVENTFAQS Bureau Industry Watch | February 19, 2025 | Interview

As India’s entertainment industry undergoes rapid transformation, artist management and curation are evolving to meet new audience demands, technological advancements, and industry trends. Anirban Adhikary, the founder of TalentWala, has been at the forefront of this shift, helping artists navigate career growth while ensuring commercial viability. EVENTFAQs Media caught up with Adhikary to discuss his approach to artist management, the challenges of balancing creativity with commerce, and the future of the industry.

How do you approach artist management in a rapidly evolving entertainment landscape, and what key factors do you consider when curating talent for specific projects?

India’s entertainment industry is undergoing a major transformation, driven by digital expansion, regional content growth, and evolving audience preferences. At TalentWala, we take a strategic approach to artist management by balancing career development with commercial opportunities while ensuring that artists remain culturally and economically relevant.

When curating talent for specific projects, we focus on three key factors: audience demographics, brand synergy, and market trends. With India’s diverse linguistic and cultural landscape, curating talent for a project isn’t just about skill—it’s about ensuring the artist resonates with the right consumer base. Regional artists are gaining massive traction, and our curation process prioritises this shift, bringing local stars to national and international platforms.

What role does artist curation play in shaping the identity of an event or brand, and how do you ensure that the curated artists align with the overall vision?

In India, entertainment is deeply linked to identity, whether in films, music, or live events. Artist curation is not just about choosing talent but also about crafting an experience that aligns with the ethos of an event or brand. A well-curated artist lineup can define an event’s success, influence consumer perception, and elevate brand recall.

For instance, a corporate event in a metro city may require a blend of Bollywood and indie artists, while a cultural festival in a Tier-2 or Tier-3 city may thrive on regional or folk talent. At TalentWala, we take a data-driven approach, understanding brand messaging, target audience preferences, and cultural context to create an artist lineup that enhances the event’s impact.

Can you share some insights into the challenges you face in managing artists' careers, especially in balancing creative freedom with commercial success?

One of the biggest challenges in India’s artist management ecosystem is balancing an artist’s creative aspirations with the commercial realities of the industry. Many artists prefer artistic freedom over commercial projects, but financial stability is equally important.

At TalentWala, we guide artists to make informed decisions by helping them navigate between passion projects and mainstream collaborations that sustain their careers. Another challenge is ensuring fair compensation. With live events and digital platforms becoming primary revenue sources, negotiating equitable deals, handling copyrights, and structuring brand partnerships are crucial aspects of our management process.

With the rise of digital platforms, how has the process of artist curation and management changed, and what strategies do you use to navigate these new opportunities?

The rise of OTT platforms, social media, and music streaming has completely altered how artists engage with their audiences. Independent musicians now have direct access to fans, and viral digital content can catapult artists into mainstream recognition overnight.

At TalentWala, we embrace a hybrid approach by leveraging digital platforms for visibility while ensuring our artists maintain strong industry relationships. We focus on strategic collaborations, digital campaigns, and data-driven marketing to enhance our artists’ reach. Additionally, we are expanding into metaverse concerts and NFT-driven music releases to keep pace with global trends.

How do you foresee the future of artist management and curation evolving in the entertainment industry, particularly in light of emerging trends and technologies?

The future of artist management in India lies in technological integration and regional expansion. AI-powered analytics will help in talent discovery and audience insights, while immersive technologies like AR/VR will redefine live entertainment experiences.

We see a major opportunity in regional markets, as demand for non-Bollywood content surges. Artist management will evolve to be more decentralised, giving local artists access to national and global platforms. At TalentWala, our vision is to bridge this gap by leveraging technology, expanding artist reach, and creating scalable opportunities in the Indian entertainment ecosystem.

As digital platforms reshape audience engagement and regional talent gains prominence, companies like TalentWala are redefining the rules of the game. The key to sustainable success will be striking a balance between artistic expression and commercial viability, leveraging technology without losing the human touch. With innovation at its core, artist curation is no longer just about booking talent, it’s about crafting experiences that leave a lasting impact on audiences and brands alike.