Jannat Zubair, at the age of 23, has transitioned from a former child star to a prominent figure in the entertainment industry over the past seven years, primarily engaging in fictional television, films, music videos, and reality shows. Despite her focus on these mediums, she has achieved remarkable success as a social media influencer, boasting over 50 million followers—surpassing even the three Khans and numerous leading female celebrities. This rise of Gen Z stars on social media has sparked discussions about their potential to overshadow traditional film icons in India's pop culture landscape.

However, Vijay Subramanian, the founder of Collective Artists Network, which represents many of the nation's leading creators, holds a different perspective. He asserts that the current social media trend will not diminish the status of established superstars. In an interview with Hindustan Times, Vijay elaborates on the contrasts between traditional and modern media, the necessity for creators to adapt, and reassures that superstars need not be concerned about their relevance.

Can digital content pose a threat to cinema?

Inquire whether cinema and the film industry face challenges from a new narrative style driven by creators, to which Vijay concurs. "I firmly believe that traditional media, as we know it, is nearing its end. In a few years, we will witness a complete shift towards media that is primarily digitally native. Once I recognized this trend, I understood that every aspect of our business would need to adapt significantly to thrive in this evolving economy."

Vijay notes that stardom in the country was predominantly associated with film actors and cricketers for an extended period. However, digital creators are now entering this realm as well. "Historically, there were two main pillars of iconic status and stardom in our country: film and cricket. I believe this has now expanded to three, with digital content emerging as the third pillar. It is essential to be prepared for this change."

Superstars cannot be replaced

Vijay contends that the rise of new creators gaining popularity does not imply that they will displace or overshadow established superstars. He describes this belief as somewhat misguided, stating, "Superstardom is superstardom. I don't believe they are interchangeable or overlapping. For instance, Shah Rukh (Khan) never competed with Sachin (Tendulkar); they each represent their unique domains. Similarly, I don't see Ranbir Kapoor and Virat Kohli as rivals. There is an ongoing debate about whether social media fame will undermine traditional celebrity culture, but the answer is no!"

He further explains that social media influencers are broadening the concept of stardom, making it more accessible to a wider audience. "Today, being a social media star often means having a more dedicated fan base, but superstars remain distinct. Their fame has been cultivated over decades, not just months or years; it is not fleeting. Therefore, I do not believe there will be any cannibalization. Their stardom has been established over 15, 20, or even 30 years, and a technological trend will not diminish their status."

Digital creators need to reinvent

Vijay emphasizes the importance for creators to continually innovate rather than become stagnant, a practice that Bollywood icons have successfully embraced for many years. He points out, "The challenge within the creator economy that we aim to address is the transient nature of creators today; their relevance often lasts only one or two years." He encourages creators to reflect on questions such as, "How can you consistently reinvent yourself? How can you continue to disrupt the status quo?"

According to Vijay, the future lies in transforming the traditional methods of content creation and consumption. He elaborates, "I believe that micro dramas will emerge, fast fiction will become a reality, and AI-driven content will increasingly dominate the landscape."

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