Rohit Raj, Founder and CEO of BB Ki Vines Productions, is a pioneering force in digital content creation and talent management. Known for his successful collaboration with Bhuvan Bam, he has significantly influenced the landscape of social media entertainment through innovative strategies and a passion for authentic content.
Question 1. How Did You First Meet Bhuvan Bam And What Made You Rely On Him And His Potential?
Answer 1: Back in the day, around 2015, I was pursuing a career in event management. I used to organize college festivals and programs with various artists like Neha Dhupia, Vishal-Shekhar, and others for different colleges across the country. During this time, I frequently collaborated with a Delhi-based band called Asthitva.
While programming for a college event, a Delhi University college requested an artist who was relatively new to the college event circuit. Knowing that Bhuvan Bam was friends with Asthitva, I reached out to him and asked if he would like to perform at the event. One of his videos had recently gone viral, and although I had heard of him and read about him in various newspapers, I had never met him.
The first time I met Bhuvan was specifically to discuss the college gig. Within a month, we met again while giving a TEDx talk at one of my alma maters. We ended up spending three days together in Shimla, getting to know each other better. I found out that he was a day older than me and shared similar quirks.
Bhuvan then suggested, “Why don’t you travel with me, respond to emails, and see if we can monetize our content?” The first six months were really tough, as we mainly dealt with random indie brands and startups that were emerging back in 2016. However, towards the end of that period, we got lucky. Bhuvan became a brand ambassador for an app, and his ads aired on television during a cricket tournament between India and England.
This experience was a turning point. We realized how to navigate this new territory, as there were no established rules for someone like Bhuvan in his unique community and content style. After those shoots and that association, we understood how to grow BB Ki Vines, and everything followed from there.
2. And it was the time when social media was being pushed, and content creators were not monetizing their content, and brands were just taking interest in them, right?
Answer: In 2017, young startups and mobile application brands were achieving great ROI through partnerships with digital creators, resulting in impressive download numbers. During the first year, we focused on partnering with these apps. However, our aim soon shifted to tapping into FMCG brands, where real gratification and acknowledgment lie.
By 2018, we began collaborating with brands like Bajaj, Boat, and Skybags. Boat, which was relatively new at the time, partnered with us for one of Bhuvan’s music videos, seamlessly integrating all three brands in the project.
3. Elaborate a little bit about your background?
Answer: I was born in Meerut and brought up in Noida and Greater Noida. We lived in Sector 33-34 before moving to Greater Noida about 20 years ago. Currently, I reside in NRI City near Pari Chowk. I studied at DPS, which provided me with a lot of exposure. DPS Greater Noida was a smaller school back then, but being involved in theatre and serving as the school president afforded me many opportunities.
This early involvement led me into the entrepreneurial space, where I started by securing sponsors, organizing fairs and events, and getting schools to participate. However, my dream took a hit when my dad insisted I pursue engineering. I attended JP Solan for a year but quickly realized it wasn’t for me. I returned to Noida to study journalism and mass communication, but unfortunately, I failed and disappointed both myself and my parents.
From the age of 19, I began organizing college festivals and events, which marked the beginning of my journey. At that time, taking the conventional path seemed safer, so I initially followed my elders’ advice. However, after a year, I knew I couldn’t continue down that path for another three years. Determined to prove myself, I decided to pursue something I was passionate about, which led me to event management.
Destiny played its part when I met Bhuvan Bam, and I discovered the art of talent management. Together, we tackled the opportunities that came our way, setting the stage for our future success.
4. What were some of the key strategies that you implemented that propelled Bhuvan Bam?
Answer: From the beginning, and even today, we strive to keep our approach inclusive to maintain a strong desire for our content. We always ensure to put enough “shiddat” (passion/intensity) into everything we do. If we were to operate on a regular basis, that intensity and integrity might wane, affecting the quality of our content and partnerships.
Initially, we made Bhuvan somewhat exclusive, which helped us position him differently. Much of this was driven by Bhuvan’s vision to explore various types of content. To date, we have launched about eight singles. We were also the first to release a short film on our channel, which earned us a Filmfare award and marked my debut as a producer. I even co-produced a film with Guneet Monga, which was a significant achievement for us.
Our strategy focused on connecting with the audience, making them love and be entertained by our content. Reaching the 10 million mark was challenging, but with audience support and strategic partnerships, it eventually became easier. For instance, I got Bhuvan to sing the national anthem at an NBA game and engaged YouTube in his content and journey in India. We were also the first to create an independent series like “Dhindora.”
We began our partnership in 2016, conceived “Dhindora” in 2018, and actively worked on it from 2019 to 2021. Despite not knowing how to produce, cast, write a screenplay, or assemble a team initially, we managed to do it together. It was a team effort between Bhuvan and me.
One crucial strategy was maintaining Bhuvan’s exclusivity, which helped us stand out. Saying no to numerous enticing opportunities was also essential, as it allowed us to avoid potential pitfalls and stay true to our vision.
5. What are the key factors that contribute to a content creator’s success on a platform in 2024?
Answer: Life and content consumption have changed significantly, and the volume of creators has increased dramatically. However, the principles that worked in the early days of digital content creation still apply today. The most important, albeit cliché, principle is to be authentic. Unlike TV or film screens, digital platforms require direct engagement with the audience, making authenticity crucial. If you are inauthentic, it will eventually show in your content, engagement, and interactions with your audience, preventing long-term success.
Staying genuine helps form a lasting bond with your audience. Avoid chasing trends or opting for low-hanging fruit that may bring temporary growth but won’t sustain you in the long run. For example, Bhuvan’s dub videos were highly popular and garnered maximum engagement and funding. However, he didn’t want to be known solely for those videos. He wanted to tell better stories, act, sing, and share meaningful content that resonated with his audience, not just make them laugh and share his videos.
Therefore, he limited his dub videos to once a year or every two years, focusing instead on content that would define his identity as a creator. Even in a crowded field with creators like Carryminati, Ashish Chanchlani, and Bhuvan Bam, it’s essential to produce distinctive content that the audience can relate to. Authenticity helps meet and exceed the audience’s expectations, allowing for sustained success and recognition in the long run.
6. The landscape of content creation and social media has evolved over the years. What are the changes that you have witnessed, and how has it affected you?
Answer: I have witnessed many changes since I started my event management business through Instagram and Facebook. Back in the day, Instagram was primarily for images, then it introduced 15-second videos, and now you can upload an entire movie. Engagement has changed drastically. The “out of sight, out of mind” issue has become prominent due to algorithms. People now need to start creating reels and shorts to stay relevant. Those excelling in picture-based content or longer videos often lose out because platforms now prioritize 90-second content.
For example, one of my videos, which was 107 seconds long, received 5 million fewer views than it would have if it were under 90 seconds. In my opinion, YouTube has also shifted its focus. People no longer go to channels solely for comedy; they now prefer vlogs, gaming, and infotainment. Longer-format content like podcasts, conversations, and piece-to-camera videos have started to grow significantly on the platform.
Comedy consumption has taken a back seat, largely due to the rise of OTT platforms, which have taken over fictional content consumption. Retention has decreased as well. Earlier, there were fewer creators and more consumers, allowing for a deeper connection with fewer content pieces. Now, we consume similar content from many creators, making it harder to form a lasting connection. Often, we discover new creators through algorithms and follow them, but we don’t really relate to their journey.
Many times, you might consume short-form content but not recognize the creator in real life. In contrast, those consuming 5-6 minute content build a stronger connection and recognize the creators. This shift has led to a loss in retention, with everyone leaning towards shorter content.
On a positive note, we have just finished shooting “Taaza Khabar” Season 2. Bhuvan is the first creator to make his own show, acting in, developing, and producing it. This is the first time he is coming out with a second season, and we are super excited. I hope you will enjoy it.
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