Talent agents or media moguls?

Just like their American counterparts, Indian talent agencies are morphing into quasi-media firms. Can it work?

Earlier this year Spice, which handles branding for stars such as Shah Rukh Khan, Aamir Khan and Mahesh Babu, entered into a joint venture with Reliance to form Entropy, a digital marketing firm. Kwan Entertainment, which represents 150 celebrities across sports and entertainment including Bhuvan Bam, Ranbir Kapoor and Deepika Padukone, helped seed Saavn and (the now dissolved) Phantom Films. In 2015, it launched a music production firm (Studio J.A.M.8) with composer Pritam, whom the firm manages. Last month, it launched a Literature( because it is a brand name for the new service)  team or LIT team through its southern