ABP Exclusive: Today Content Creators Are As Important As Cricketers, Bollywood Stars, Says Ajey Nagar Aka CarryMinati

Ajey Nagar aka CarryMinati, one of Asia’s top YouTubers, believes that content creators now wield power comparable Bollywood stars.

CarryMinati, who joined YouTube in 2014, has witnessed a shift in the content creation landscape.

Source : Instagram

New Delhi: Ajey Nagar, who adopted the now-popular moniker CarryMinati, is one of the most popular figures on the Indian internet. Nagar, who has grown rapidly to become one of Asia's top YouTubers, believes that content creators now wield power comparable to the lineage actors and cricketers enjoy in India.

In an exclusive interview with ABP News, the extremely successful YouTuber discussed how content creators are now just as vital in the ecosphere as cricket players and Bollywood stars.

CarryMinati, who started his career in 2014 on the video platform and has witnessed a sizable amount of shift in the content creation landscape, stated that in the modern financial ecosystem, content creators contribute value. 

"Creators have unlocked the potential of endorsing themselves as “products and services” and monetizing on through their fanbases. Today creators are equipped to transform their talent into sovereign entrepreneurship and succeed on their own terms," CarryMinati said.

Speaking of how brands are increasingly moving their attention from top stars to content creators, he claimed that creators have a "greater power of influence, especially when it comes to purchasing decisions, than celebrities".

"Celebrities’ lives are desirable, but they aren’t relatable. Creators' lives look exactly like an everyday person. Creators are more forthcoming and talk about their personal lives and experiences owing to which they are more interactive with their fanbases. This intimacy creates a personal connection and makes creators feel like trusted friends.  The modern consumer is a smart consumer and is quick to sideline celebrity ads that come off as obvious financial transactions rather than genuine endorsements. Celebrity status isn’t enough to sustain a brand," he said.

In the meanwhile, it does appear that content creators have a wide audience since CarryMinati's online fame and reputation helped him land his first Bollywood project. 'Runway 34', which stars Ajay Devgn, marked the YouTuber's acting debut.

"I was never scouting for any acting projects but what made it really interesting for me to align forces on Runway 34 was when I heard I am supposed to be essaying my own character (CarryMinati). I eat, breathe, sleep and live my character every single day. It was a novel experience. Who isn’t a fan of Amitabh Bachchan and Ajay Devgn, I feel they are legends in their own way and we all have grown up watching their movies," he said while recounting his experience of starring in a feature film. 

The YouTuber, however, is hesitant to leave his home ground (YouTube) and pursue acting roles in Bollywood. CarryMinati stated that he has come to understand that content creators have grown and now possess a certain power.

"Content creators enjoy a certain pedestal and power that is similar to the lineage actors and cricketers enjoy in India. I’m not considering a full-fledged acting job for the time being. YouTube was, is and will always be my first love. I was working 48 hours in a day with no sleep whilst prepping for Runway 34 as I was also simultaneously working on my YouTube content," he said.

"I can work 14 hours a day as long as I feel motivated so it’s easy for me to juggle between these disciplines. But my first and last love will be content creation, everything I attempt in between is a gamble," the YouTuber added.