Talent Plus CEO Michel Chahda on supporting the region’s creator economy

Talent Plus, a UAE-based agency that creates impactful influencer campaigns to drive brand awareness and engagement, recently received an investment from Gushcloud, a global creator and entertainment company with offices across Asia and other parts of the world.

Here, Talent Plus CEO Michel Chahda, tells us more about how the partnership seeks to enhance visibility, foster innovation, and position the region as a major force in the global content and entertainment industry. Here are excerpts from the conversation.

How do you see Gushcloud’s investment in Talent Plus impacting the sector?

Talent Plus, with backing from Gushcloud, is set to redefine the entertainment and creator economy across MENA and South Asia. By providing local talent with greater access to global networks and resources, this investment will enhance visibility for creators, foster innovation, and create new opportunities for collaboration with brands and platforms. It marks a significant step towards positioning the region as a major force in the global content and entertainment industry.

With the creator economy projected to reach $500bn globally by 2027, what role do you think Talent Plus and Gushcloud will play in the Middle East’s growth, particularly given the increasing digital content consumption expected to account for 46 per cent of media spending by 2024?

This partnership is poised to accelerate the Middle East’s creator economy by offering the necessary support and infrastructure for regional creators. As digital content consumption continues to rise, it will facilitate stronger connections between creators and brands, promoting collaboration and driving better content monetisation. This will help the region capitalise on the growing media landscape while enabling creators to expand their reach into global markets.

The MENA region’s social media users average between eight and nine accounts and spend three to five hours daily on platforms. How does Talent Plus plan to leverage this active user base for creators, influencers, and entertainers?

The region’s highly engaged social media audience presents a unique opportunity for creators, influencers, and entertainers. By tapping into this active user base, the focus will be on helping creators tailor content strategies to resonate with diverse audiences across multiple platforms.

This approach will enhance visibility, drive deeper audience engagement, and open doors to brand partnerships and monetisation opportunities, allowing creators to fully capitalise on the region’s digital habits. With our AI tools, we will be able to measure all creators’ data and work on enhancing or adjusting strategies.

What strategies are in place to bridge the talent from MENA and South Asia to international markets, and what opportunities do you foresee in collaborating with US and Asian talents?

The strategy focuses on building strong cross-regional collaborations and providing creators with access to global platforms, tools, and networks. By connecting talent from MENA and South Asia with international markets, opportunities for content exchange, joint ventures, and brand partnerships will emerge.

Collaborations with American and Asian creators can lead to fresh, innovative content that appeals to diverse global audiences, helping local talent gain exposure and succeed on a larger stage. We will be going deep into creating unique and original projects that will involve content, music, events, tours, and brand collaborations, to name a few.

Given your extensive experience in media and influencer marketing, how does Talent Plus intend to attract local talent while promoting them internationally?

The approach focuses on identifying promising local talent and providing them with the resources needed to grow their presence both regionally and globally. This includes offering mentorship, access to industry networks, and tailored marketing strategies that highlight their unique strengths.

By promoting their content to international audiences and facilitating collaborations with global brands, the goal is to elevate local creators position them for long-term success on the world stage; and encourage them to step out of their comfort zones, even taking on different roles within the industry.

Can you elaborate on how Gushcloud’s existing global network will integrate with Talent Plus to provide regional creators more exposure in Hollywood, the US and East Asia?

The integration will utilise Gushcloud’s extensive global network, including high-profile connections like Russell Simmons and Naomi Campbell, to provide regional creators with unique exposure opportunities. By facilitating introductions and collaborations with these influential figures, creators will gain access to key industry events and platforms in Hollywood and Asia.

This approach will help elevate their profiles, connect them with major industry players, and expand their reach into these prominent markets.

We’ve heard there are exciting upcoming collaborations with Cordell Broadus, Snoop Dogg’s son and Def Jam Records. Can you share some details about these projects and how they align with your broader vision for Talent Plus?

While details are under wraps, we’re working on some exciting initiatives involving prominent figures. These projects are designed to create cultural connections and bridge gaps between different continents through innovative music collaborations, aligning perfectly with our broader vision for Talent Plus. Stay tuned for more updates as we finalise these groundbreaking endeavours.

How do you envision these high-profile partnerships impacting the perception and opportunities for MENA and South Asian talent on the global stage?

By associating with renowned figures and established platforms, we aim to enhance the visibility and credibility of regional creators. This exposure will open doors to new opportunities, enabling them to gain recognition, engage with international audiences, and access valuable industry networks, thereby strengthening their presence on the major stage.

MENA is becoming a hub for international creators, so it will be easy to make a significant impact between these two different worlds.

As you collaborate with ADM Holdings and J&F Holdings, what kind of investments or resources will be dedicated to talent development and content creation in the region?

We are focusing on substantial investments in talent development and content creation. Resources will be allocated to provide creators with cutting-edge tools, industry training, and access to top-tier production facilities. This support aims to nurture talent, enhance their skills, and elevate the quality of content produced, driving growth and innovation within the region’s creative sector.

Given the rapid digital transformation in MENA, what challenges do you foresee in growing the creator economy, and how do you plan to overcome them?

The swift advancement in digital technology in MENA brings challenges like inconsistent digital infrastructure and diverse market needs. Our approach involves enhancing digital resources and tools to support creators effectively.

We also plan to forge strategic alliances with key partners to improve access to essential resources and opportunities, creating a more integrated and supportive ecosystem for the growth of the creative industry.

What is your long-term vision for Talent Plus? How do you hope this partnership will evolve in the next five years?

Our long-term vision for Talent Plus is to become a leading hub for global talent, driving innovation and fostering cross-cultural collaborations.

Over the next five years, we aim to expand our network, enhance our platform’s capabilities, and deepen our partnerships to create new opportunities for creators.

We envision Talent Plus evolving into a central force in connecting regional talent with international markets, continually adapting to industry trends and driving the growth of the global creative economy. We will be known as a unique company that thinks outside the box.

The Middle East has been emerging as a key player in the global entertainment industry. What factors do you believe are driving this growth, and how do you see the region’s entertainment landscape evolving over the next five years?

Several factors are driving the Middle East’s rise in the global entertainment industry, including increased investment in infrastructure, a growing appetite for diverse content, and a youthful, tech-savvy population.

Over the next five years, the region’s entertainment landscape is likely to continue evolving with more regional content gaining international recognition, expanded digital platforms, and greater collaboration with global industry leaders.

This growth will be fuelled by innovative content creation, enhanced media partnerships, and a commitment to nurturing local talent, positioning the Middle East as a significant player on the world stage.

With the rise of regional streaming services and the shift towards digital consumption, how do you think local content creators and production houses can compete with or complement global platforms?

To stand out alongside global platforms, local content creators and production houses should capitalise on their unique cultural insights and regional expertise to produce compelling and relevant content. By focusing on distinctive storytelling and high production quality, they can build a loyal audience and establish strong local brands.

Collaborating with global platforms for distribution and partnerships can also broaden their reach, enabling them to enter international markets while preserving their local identity.

This approach balances competition with global players and enhances their overall impact.

As more international productions are filmed or based in the Middle East, what can the region do to position itself as a major global hub for entertainment and content creation, similar to Hollywood or Bollywood?

To position itself as a major global hub for entertainment and content creation, the Middle East should focus on several key areas.

Investing in state-of-the-art production facilities and technology will attract international projects. Building a robust network of local talent and industry professionals will enhance the quality and creativity of content.

Additionally, fostering strong partnerships with global studios and distribution platforms will increase the region’s visibility and integration into the global market. By promoting its unique cultural assets and providing a supportive environment for both local and international creators, the Middle East can establish itself as a significant player in the global entertainment landscape. We are all on the right track, and the future is bright.