Social media has redefined everything, from how we consume to how we communicate, and one of its most significant implications has been the democratisation of the power of ‘creation’. Very quickly, this ability to create and distribute led to the emergence of ‘influencers’ – a community that started giving a tough time to even the most popular celebrities in terms of following, influence, and even wealth creation.

In 2024, the ‘influencer era’ took fascinating new shapes and forms. This year, in India, we observed a curious trend, of established influencers going entrepreneurial and successful entrepreneurs cementing their career as influencers. While the two exchanged roles, the original influencers - music artists - made such a strong comeback that it opened up a whole new market.

Here’s a closer look at these defining shifts and how they shaped wealth in 2024:

The Entrepreneur-turned-Influencer

In 2024, India's startup founders moved beyond boardrooms to become personal brands …