Regional creators lose out on brand money because of agency middlemen, says HashFame's Anirudh Sridharan

HashFame's Anirudh Sridharan stated that regional creators are missing out on brand money due to agency middlemen, according to an article by Storyboard18. This issue highlights the challenges faced by creators in the Indian market, where agencies often act as intermediaries between brands and creators, potentially taking a cut of the revenue.

This matter is significant for social commerce as it affects the earnings and livelihood of regional creators, who are essential to the growth of social commerce platforms. The presence of agency middlemen can lead to reduced earnings for creators, making it challenging for them to sustain their content creation and engagement with their audiences, ultimately impacting the overall social commerce ecosystem.