Small digital creators up fame game, but expenses a hitch

Being a creator today isn't cheap. You've got to be a one-man army in terms of being a creative director for your content

- Lata Jha

Smaller digital creators are making aggressive efforts to be seen in more mainstream entertainment spaces, such as global film festivals, movie events and trailer launches, but these appearances come at hefty prices.

Entertainment industry experts say while expenses on shoot equipment, editors and stylists can be massive for relatively smaller names, some are getting smart about it. They are teaming up to split costs, working out barter deals and getting brands to offer passes or sponsorships without breaking the bank.

"Micro creators today are expected to look like macro influencers, minus the budgets. That means they're paying out of pocket for gear, boosted posts, PR, travel and anything else that helps them stay visible in the algorithm and the industry. You spend to be seen and then hustle twice as hard to make it worth it," said Rajnish Rawat, co-founder and chief executive officer (CEO) of Social Pill, a digital marketing agency.