Talentrack's marketplace model rethinks content production in India's media boom

Until 2019, filmmaker Swati Bhat followed the age-old grind—networking at events, chatting with peers, and chasing project leads. Then came Talentrack, a platform bridging artists, creators, and producers with recruiters and brands in India’s booming M&E industry. While it streamlined her workflow, Bhat admitted, “I was hoping it would be much more.”

The reason could partially be due to over 200 creators and producers self-registering on Talentrack’s platform daily basis. In 2024, it processed over half a million audition applications; and successfully completed more than 300 content campaigns and projects in the last 12 months.

“Today, both brands and agencies are using our marketplace with equal enthusiasm,” claims Vineet Bajpai, founder of Talentrack. “The last two years have, in fact, been the most vibrant phase of our journey since inception. 

Nadiya Jindal said that after registering with the platform, she "received a lot of projects on the platform. Recently, I auditioned for a Tamil movie through the Talentrack and got selected for the project." Rudolfo Rajeev Hubert too bagged a digital ad project for Dabur through the platform.

From hustle to platform

When he launched Talentrack in January 2016, this was the glaring gap that Bajpai identified in the market. While corporate hiring had embraced digitisation, and industries like e-commerce thrived on online B2B exchanges, the M&E sector lacked a unified platform to facilitate talent sourcing and project execution.

Initially bootstrapped by Bajpai, the company later attracted support from high-net-worth individuals (HNIs). Joining him in this venture was Manishi Singh, chief product officer and co-founder, whose credentials include IIT Mumbai, Pennsylvania State University, and experience at a leading corporate recruitment portal. Singh’s expertise in product development and corporate ecosystems provided a robust foundation for Talentrack’s technical infrastructure.

Like many startups in its nascent stage, Talentrack faced challenges in shifting conventional mindsets. Recalling that the slow evolution in the first couple of years, Bajpai however believed that every idea has its time. “And Talentrack’s time is here,” he emphasised.

A recent report by EY and Collective Artists Network's Big Bang Social highlights a strong upward trajectory for influencer marketing in India. Titled The State of Influencer Marketing in India, the report predicts a 25% rise in the sector for 2024, with market value projected to hit INR 2,344 crore. This growth is expected to persist, reaching INR 3,375 crore by 2026.

The findings emphasise the expanding opportunities within this space for brands, marketers, and influencers, underscoring its growing significance in the advertising ecosystem. And companies like Talentrack are tapping into this potential, by acting as a bridge between those who want to hire talent for their projects and those who are looking for assignments.

Bridging the M&E sector’s talent gap

In 2024, Talentrack boasted a database of over 700,000 registered artists, creators, influencers, and producers, alongside more than 15,000 recruiters, brands, agencies, and production houses.

Despite the proliferation of platforms like Letsfame and FTC Talent that offer direct talent engagement, Talentrack is positioning itself as a full-service solution. Bajpai outlined the platform’s four cardinal principles: strategic and creative support at the campaign planning stage, an agency-like approach to aggregated solutions, committed client servicing, and a reliability promise through curated talent pools.

Talentrack employs 75 staffers across offices in Delhi and Mumbai, with a dedicated studio in Andheri.

Talentrack is trying to set itself apart by covering the entire marketing, advertising, and entertainment content ecosystem—far beyond cinema casting or influencer marketing. Unlike rivals focused solely on talent discovery, its 4S model (Strategy, Selection, Shoot, Socialise) spans the full content production lifecycle. With its large pool of individual artists and a B2B framework that unites content producers, it believes it can meet the diverse content needs of brands and agencies.

The company operates on a multi-pronged revenue model, with two primary verticals—Content Services’ arbitrage and ‘Artist/Creator membership fees. Bajpai calls it fulfilling the ‘Any budget, any speed, any location’ promise to brands and agencies, by discovering, evaluating, and on-boarding top- quality of creators, artists, and producers for the platform.

By onboarding superior talent and producers, it enables brands and agencies to meet content objectives without the cost of full-time specialists. Talentrack earns revenue as a percentage of cost savings achieved by its clients. As volumes scale, even a fractional commission becomes significant.

Additionally, artists and creators pay membership fees to access premium features, such as enhanced visibility and advanced tools. Recruiters can also opt for paid packages to spotlight their job postings, ensuring maximum reach and engagement.

5 lakh applications and counting

The numbers tell a compelling story. In 2024 alone, Talentrack processed over 500,000 audition applications and facilitated 300 content projects for major Indian and global brands.

Monthly registrations continue to climb, with over 200 creators and producers joining the platform daily. Revenue growth has followed suit, with the company posting revenues of over INR 20 crore in FY22-23 and over INR 30 crore in FY23-24. For FY24-25, Bajpai projects a turnover of INR 36-38 crore, maintaining profitability.

When Talentrack started out eight years ago, the influencer market was relatively small. Today, it has become highly saturated, making it difficult for smaller creators to stand out and attract brand attention. Another challenge in the M&E sector is the short-term nature of assignments, which can lead to inconsistent transaction volumes.

Talentrack is attempting to address this by building a scalable tech infrastructure that facilitates seamless project execution. These include features like talent filtering, audition management, and project-based folders, accessible through a user-friendly app. “We nurture global ambitions, as we feel Talentrack can offer the same value to brands and agencies anywhere in the world,” Bajpai noted.

Another big problem influencer in India face when trying to secure brand collaborations is the lack of standardised pricing and a clear understanding of their market value, which can lead to difficulty negotiating fair compensation with brands, often resulting in underpayment or inconsistent deals. Having a platform where such connections can be built and nurtured, helps in bringing in a modicum of transparency.

Not taking chances with double jeopardy

In an era where social media platforms dominate communication, Talentrack is positioning itself as a curated alternative. Its by-invitation-only talent pool and agency-like support model appeal to brands seeking reliability and quality. Bajpai asserted, “With Talentrack, brands don’t have to scout for multiple service providers. Instead of fragmenting the project, they just partner with us.”

Payment delays are a recurring issue for freelancers in the M&E industry. Priti Jaiswal (name changed on request), an independent producer associated with Talentrack, emphasised the importance of timely payments. “If Talentrack can ensure that artists are paid within the specified time, that would be the most important aspect of this engagement,” she said. The platform’s emphasis on secure and timely transactions has become a key selling point.

In addition to leading Talentrack, Bajpai is the founder of Magnon Group, which TBWA acquired in 2013. When asked about managing both roles, he quipped, “Just the way Elon Musk manages both Tesla and SpaceX!”

He added that there are synergies between the two entities, with Talentrack acting as a resource hub for Magnon’s campaigns. However, he insisted on Talentrack’s neutrality, stating, “Once a project hits our delivery engine, it does not matter where it is coming from.”

Talentrack currently employs 75 staff members across offices in Delhi and Mumbai, with a dedicated studio in Andheri West. The company’s scale-up plans focus on enhancing product functionalities to manage higher volumes without significantly increasing operational costs.

With India’s content and entertainment market projected to grow exponentially, Talentrack aims to expand its footprint both domestically and internationally. By leveraging its value proposition and technological backbone, it is eager to remain a significant player in the talent aggregation space.

The company’s journey underscores the challenges and opportunities of operating in a fragmented and dynamic industry. While its comprehensive offerings and robust revenue model provide a competitive edge, sustaining growth will require continuous innovation and adaptability. For Bajpai and his team, the task ahead is clear: to maintain relevance in a rapidly evolving digital landscape while staying true to their mission of empowering India’s creative ecosystem.