India’s creator economy has a surprisingly basic problem. Brands do not always know who actually represents a creator.
HashFame wants to clean that up.
The creator-tech platform has launched a creator-confirmed representation feature in India. Talent managers and agencies can list the creators they represent. The creator then confirms that relationship directly.
It sounds simple. Yet the industry has relied heavily on WhatsApp messages, spreadsheets, personal contacts, and outdated agency lists. Those systems become messy when creators change managers or decide to represent themselves. HashFame is trying to make that relationship easier to verify.
HashFame Wants to Make Creator Representation Verifiable
HashFame’s new feature gives talent managers a way to show who they currently represent. The important part is the confirmation process. A manager cannot simply list a creator and treat that relationship as established. The creator confirms the association themselves. This creates a clearer source of information for brands looking for the correct commercial contact. It also gives legitimate managers recognition for the talent they represent.
More Than 300 Talent Agencies Are Already on the Platform
HashFame is not starting with a tiny agency directory. More than 300 talent management agencies are already represented on the platform. The list includes IPLIX Media, Collective Artists Network, Pocket Aces, Monk Entertainment, and Honeycomb Media. HashFame says it developed its broader direction with input from 20 talent agencies. Those conversations helped identify problems around tracking commercial relationships.
WhatsApp and Spreadsheets Have Been Doing Too Much Work
Creator representation can change quickly. A creator might leave an agency, switch managers, or start handling deals independently. Yet old contact information can continue circulating among brands. Much of that information still lives inside spreadsheets, WhatsApp conversations, and personal networks. HashFame sees an opportunity to create something more structured. The company plans to update agency rosters and manager relationships as those arrangements change.
Fake Representation Has Already Cost Creators Opportunities
The problem goes beyond administrative inconvenience. HashFame previously surveyed more than 32,000 creators across India about representation issues. More than 55% said they had lost brand opportunities because brands lacked a clear, verified way to contact them. The survey estimated that fake or unverified managers contributed to ₹350 crore in lost brand deals. Incorrect pricing and false claims of representation were among the problems reported.
Brands Can Get Stuck Talking to the Wrong Person
For brands, an incorrect creator contact can derail a campaign before negotiations really begin. Someone claiming to represent a creator might provide an outdated rate or inaccurate information. Another person might claim an exclusive relationship that does not exist. The brand then has to figure out who actually has authority to negotiate. Creator confirmation gives marketers another signal before they start discussing budgets, deliverables, and contracts.
Self-Managed Creators Still Have a Place
HashFame is not assuming that every creator needs an agency. The system also supports creators who manage their own commercial relationships. Those creators can continue dealing directly with brands. Meanwhile, agency-represented creators can point marketers toward their verified manager. This matters because creator businesses rarely follow one structure. Some creators need full-service representation, while others prefer to control negotiations themselves.
HashFame Is Betting That Managers Aren’t Going Away
Creator technology often promises to remove intermediaries. HashFame is taking a different position with talent management. Co-founder Anirudh Sridharan argues that modern managers do much more than pass messages between creators and brands. They can help shape careers, build businesses, develop intellectual property, and create longer-term commercial opportunities. HashFame wants technology to support those relationships rather than replace them.
The Platform Is Moving Beyond a Creator Directory
HashFame began with creator discovery and contact information, but its ambitions are getting broader. The company wants to build a connected layer around demand, monetization, and professional networks. Its current app already includes campaign discovery, collaboration pricing, rate cards, and brand reporting tools. Creators can also display previous brand collaborations. Verified representation fits into that larger push toward creator business infrastructure.
Trust Is Becoming Creator Tech’s Next Product Category
Creator platforms have spent years building tools for discovery, analytics, payments, and campaigns. Representation has received less attention.
That gap becomes more obvious as creator businesses mature. A creator may have an agent, manager, production team, licensing partners, and several commercial relationships. Brands need to know which person handles which part of the business.
HashFame’s approach is straightforward: make those relationships visible and let creators confirm them.
It will not eliminate every bad actor or outdated contact. Still, verified representation could remove some unnecessary guesswork from influencer marketing. In a market where a wrong contact can mean a missed campaign, that small piece of verification carries real value.
Sources
- Net Influencer — Creator Tech Platform HashFame Launches Tool To Verify Creator-Manager Representation In India
Read the Net Influencer report - HashFame — Platform and privacy information
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