New media network MissMalini Entertainment has announced the launch of its new talent management vertical Ignite Edge. The launch was accompanied by a star-studded party at The Game Palacio, Bandra, with the who’s who of the media and entertainment industry in attendance.
Helmed by Khushi Govil, Ignite Edge is a comprehensive springboard for digital creators, influencers and celebrities — offering strategic guidance to a career in digital entertainment, all while incubating, nurturing and celebrating the melting pot of emerging homegrown talent.
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Malini Agarwal
Malini Agarwal, Founder, MissMalini Entertainment, said, “With the recent rise of creators and influencers making fascinating content in the digital space, our team recognised their talent. But the intricacies of talent management include a great deal more than simply accompanying the artist. With Ignite Edge, we aim to foster the talent’s growth in content, revenue, IPs and much more by becoming a holistic digital talent management company synonymous with overall ‘talent development’.”
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Khushi Govil
Khushi Govil, Associate Vice-President, Talent | MissMalini Entertainment, said, “The digital talent space is flourishing with new, emerging talents going a step ahead to break creative boundaries and carving their own niche in the industry. Ignite Edge is a highly driven team coming from varied backgrounds of media, fashion and commerce — who want to grow with this emerging new talent by creating online and offline opportunities and ensuring that they influence their audience to bring a positive impact in the society.”
The talent management vertical seeks to create a powerful, well-built mechanism that not only enables but empowers the creative talent of this country. Their focal point is the overall development and growth of an artist by facilitating quality content creation (from ideation to post-production) and higher visibility in the booming digital landscape. Alongside encouraging a culture of collaboration with talents from diverse genres and relevant brands — Ignite Edge will work with their artists on multiple aspects of talent management, including creating a brand for themselves and promoting them by running PR pegs.
Mike Melli, Co-founder and CRO | MissMalini Entertainment, said, “Ignite Edge assists artists to create unique content coupled with engaging stories by strategising and moulding itself with changing times. We aim to provide talents with an edge in the world of digital showbiz by not just managing them but by creating opportunities for them in their digital journey.”
Founded by Malini Agarwal in 2008 with a laptop on her couch, MissMalini Entertainment pioneered Indian lifestyle blogging with the launch of MissMalini.com, India’s first entertainment, fashion and lifestyle blog attracting millions of loyal visitors every month. This foray into talent management brings a powerful new arm to the portfolio of the new media network.
Ignite Edge will work with emerging and established artists; launching with a roster that includes names such as Shakti Arora, Karenvir Bohra, Amruta Khanvilkar, Shriya Jain, Nyra Banerjee, Aarya Vora, Teejay Sidhu, Vidhushree Arya, Bella & Vienna, Aishwarya Sakhuja, Abhishek Banerjee, Abhishek Bajaj, Vivek Dhadha, Malini Agarwal, Elina Hsiung, Karishma Govil and Gia Venessa Snow.
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