Is Sole Talent Enough To Be Successful? Artist Manager Jaya Saha Decodes

Getting a break in Bollywood is a huge deal and it is a gruelling process to find your footing in the industry in this day and age. SheThePeople recently spoke with Jaya Saha, a talent management expert who is also the head of one of the most well-known talent management companies in the Indian entertainment business. With a keen eye for talent and a thorough grasp of the entertainment industry, she has helped shape the careers of some of India's most recognised actors, and she has disclosed all in the discussion. Take a peek.

As a founding partner and the Head of Talent at Collective Artists Network, Jaya shared insights into what inspired her journey and highlighted the academic paths that could benefit those looking to enter the field. “My journey into talent management actually started purely by chance but very quickly developed into a passion for understanding people and brands and fed into my love for storytelling,” she said. 

What inspired Jaya's journey into talent management?

Reflecting on her career, she mentioned, “Before my current role, I worked with Globosport, which was a turning point. I got my first taste of talent management there, working with athletes and organisations like the NBA, and it gave me my first hands-on experience in managing talent.”

On the topic of educational background, Jaya emphasised the value of diverse studies, “I majored in journalism, psychology, and English literature from Mount Carmel in Bangalore. These subjects have been helpful as they offer a deeper understanding of human behaviour and communication. Anyone aspiring to get into talent management can benefit from a background in media, psychology, advertising and mass communication, or even business management as they help you navigate the creative, strategic, and business aspects of this industry.”

How Is Success Defined for Talent?

Jaya also detailed what success means in the talent management industry and the strategies she implements to support growth. “In the current era, success for talent is far more than just visibility; it's about authenticity, engagement, and building a lasting impact. If we get these fundamentals right, a physical manifestation in revenue and business growth always follows,” she explained.

To Jaya, success is when a talent evolves into a brand of their own, resonating with audiences both on and off the screen. She added, “We focus on long-term growth by ensuring the talent’s personal values align with the opportunities we mine and create for them. This includes creating a balanced portfolio that taps into different mediums—films, digital content, social media influence, and brand partnerships. We also prioritise adaptability, particularly in a fast-evolving digital landscape.”

Jaya shared an example of her work with an artist, detailing her approach while maintaining their privacy: “Without taking names, there was an actor I managed who came from a relatively unconventional background, someone from outside the industry. When we started working together, the focus was on diversifying their skill set while also being very intentional with the roles and endorsements they took on. We mapped out a plan that balanced critical acclaim with commercial projects. It wasn’t about instant stardom but a steady rise built on credibility and talent.” 

She reflected on the impact of that partnership, saying, “This talent’s growth and success ultimately had a symbiotic effect on my professional journey as well. It demonstrated that Collective Artists Network and I could identify and nurture talent in a way that breaks conventional moulds. That relationship proved that, with the right strategy, genuine support, and belief coupled with relentless efforts in the right direction, talents from any background can not only survive but thrive.”

How Has the Digital Landscape Changed the Way Talent Is Managed?

Jaya also provided an insightful perspective on the evolving landscape of pop culture, particularly in the digital age, and shared a glimpse into the fast-paced world of talent management. “Behind the scenes, it's a much more dynamic, fast-paced, and often unpredictable environment. The digital world has accelerated how we build, market, and sustain talent in addition to changing consumption patterns of the audiences. It demands constant reinvention and agility to adapt," she explained.

Jaya emphasised the growing influence of audiences today, “Today, fans aren’t just consumers; they actively play a part in shaping an artist's career through their interactions, whether it's on social media, through fan communities, or in the kind of content they engage with. The power dynamics have shifted, the audience is an integral part of the creative process. Popular culture is driven by the audiences, their reactions, good or bad.”

Challenges in talent management

When asked about the biggest challenges in her field, Jaya spoke about the balance between commercial success and authenticity. “One of the biggest challenges is maintaining a balance between commercial success and artistic integrity for the talents we manage. In an industry that's driven by perceptions, it can be challenging to ensure that the long-term growth and authenticity of the talent are not compromised in pursuit of short-term gains,” she said.

Addressing the negativity that public relations professionals often face on social media spaces, Jaya shared how she manages the criticism. “Negativity on social media is something that unfortunately is a part and parcel of this or any other industry that is in the public eye, and PR professionals are often on the front lines of it. The key is to stay focused on the larger narrative and not be reactive. We work in an industry where perception can be as important as reality, and most of the time criticism is momentary.”

She continued, “I handle this by reinforcing the importance of transparency and authenticity in all our interactions. It’s crucial to remain grounded and stick to the core principles of communication. I also encourage the team to be slightly thick-skinned and not take things personally. Ultimately, if the talent and the campaigns we work on are resonating with the audience, that’s what matters.”

How Is Collective Artists Network Empowering Women in Leadership Roles?

As a woman in a leadership position, Jaya also reflected on gender-related challenges she has faced. “As a woman in a leadership role, like I am sure every other woman out there, I have certainly encountered gender-related challenges. It can be a tough industry for women, not just in terms of leadership but also in terms of the perceptions and biases that exist at times. However, I have to say that times are changing, and we have come a long way today from how things were when I started my professional journey.”