Matrix and Bling Entertainment Merge in Celebrity Management

By siliconindia  |  Monday, 11 December 2023, 23:41 IST

Matrix and Bling Entertainment Merge in Celebrity Management
Bling Entertainment, led by Swati Iyer, Piya Sawhney, and Shanti Sivaram, has merged with Matrix, a celebrity platform founded by Reshma Shetty and Vivek Kamath. This move reflects consolidation in India's expanding celebrity management sector. Matrix represents renowned film actors including Abhishek Bachchan, Alia Bhatt, Dulquer Salmaan, Farhan Akhtar, Katrina Kaif, Madhuri Dixit Nene, Priyanka Chopra Jonas, Ram Charan, Shahid Kapoor, Varun Dhawan, and Vicky Kaushal, as well as directors such as Rohit Shetty and Zoya Akhtar. In a recent foray into sports, Matrix has also signed cricketer KL Rahul.
Following the merger with Matrix, the talent lineup once managed by Bling, including Vidya Balan, Radhika Madan, Twinkle Khanna, Dimple Kapadia, and directors such as Konkona Sen Sharma, Sandeep Modi, Tahira Kashyap, and Vasan Bala, will now be under the representation of Matrix, as stated in a joint announcement by the two companies.
In addition to managing movie, TV, streaming, endorsements, events, social and digital portfolios for film talent, Matrix also has a string of partnerships with celebrity private labels including Ed-a-Mamma (founded by Alia Bhatt and now a joint venture with Reliance Brands), Kay Beauty (founded by Katrina Kaif as a joint venture with Nykaa) and Anomaly (Priyanka Chopra Jonas’ hair-care brand).
Leading the Bollywood talent management scene are agencies such as Spice PR, Raindrop Media, and Universal Communications. These entities handle media relations, public relations, and film publicity campaigns for prominent actors and directors. In 2020, filmmaker Karan Johar introduced Dharma Cornerstone Agency, a talent management venture in collaboration with Bunty Sajdeh. Dharma became the second Bollywood production house, following Yash Raj Films, to venture into talent management, with Yash Raj Films overseeing figures like Ayushmann Khurrana and Bhumi Pednekar.

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