Satish Kumar on the sets of an upcoming film
The civil engineer working in a private firm, in 2019, decided to call himself ‘Sathishkumar d satz’ and start making social media videos on everyday situations at home. Before he knew it, he had thousands of followers and has now grown so popular that he just landed the lead role in Tamil film ‘Tat 2’.
“I also have a small role too in the movie,” says Satish. This is also a highly competitive platform,” says Chitralakshmanan, executive committee member- Tamil Film Producers Council. Take Satish Kumar for instance. He has also been roped in as screenplay and dialogue assistant in the upcoming Tamil film ‘Moonwalk’, starring Prabhu Deva , with music by A R Rahman . “Cinema was not my initial goal, but my passion for films has got me here. YouTuber J Sudhakar, on the other hand, came to Chennai a few years ago looking for movie opportunities, and knocked on several producers doors only to find roles were impossible to come by. With bills piling up, he set about making comedy videos on YouTube — the ‘Parithabangal’ sketches about everyday struggles and cultural quirks — with creative partner Gopi. But ‘Parithabangal’ did more than just help him make ends meet. “Social media has become a visiting card for aspiring actors. Unlike conventional newcomers who depend on a film to introduce themselves, influencers arrive with something valuable — an established audience. Their followers are already familiar with their expressions, comic timing, dialogue delivery and distinctive mannerisms. What also makes influencers attractive to filmmakers is their ability to cultivate niche audiences. Some specialise in family humour, others in relationship sketches, regional slang, satire or everyday situations. Their popularity is often built around an identity that resonates with different viewers. Also, influencers can produce their own content, experiment with characters and evaluate audience reactions independently. In many cases, the influencer doubles as a performer, scriptwriter, director and promoter. The trend also raises questions about whether visibility is beginning to overshadow talent. An accomplished theatre artist with limited online presence may find themselves competing with an inexperienced influencer commanding millions of followers. “Though social media is a platform, roles are not handed down on a platter. Producers spot only those who are famous and have potential. Now there is no need for auditions; the public recognises their talent and creativity.
Earlier, stage artists made their way into cinema, followed by television artists. Today, many are entering the film industry through YouTube, Instagram and other social media platforms,” says Sudhakar.