Founder's Story Ep. 293: "The Talent Manager: 'Gen Z Doesn't Know Brad Pitt—But They Know Every TikToker'"

With Devain Doolaramani, Founder of Friends In Reality

Date: December 18, 2025
Host: IBH Media
Guest: Devain Doolaramani, Digital Talent Manager

Episode Overview

This episode features Devain Doolaramani, a digital talent manager and the founder of Friends In Reality. The discussion dives into the shifting definition of celebrity in the era of social media, the rise of creators as business owners, and the nuances of building and scaling brands with creator-led products. Devain shares insights from managing influencers like Brooke Monk and highlights the strategic long-term approach behind successful creator brands.

Key Discussion Points & Insights

The Changing Definition of “Celebrity”

• Traditional vs. Digital:
  The host notes how celebrity status has shifted from "actors, actresses, and recording artists" to creators and influencers with large digital followings.
• Gen Z Perspective:
  Devain observes that younger generations identify more with digital creators than with traditional celebrities.
  • Quote: “All their kids now, they're not looking for like the Scarlett Johansson of the world. They don't know who that is. They know who Brick Monk is. They know someone like Charlie D'Amelio… The new generation sees these people as celebrities.” (03:34, Devain Doolaramani)

Monetization Evolution: From Brand Deals to Brand Ownership

• Core Community Over Massive Following:
  Devain debunks the myth that only mega-influencers can build successful brands.
  • Quote: “In reality, you just need a core audience that's going to buy into you... You release a product at that point and you're going to get a plethora of sales.” (05:19, Devain Doolaramani)
• Authenticity in Product Launches:
  Success hinges on creators selling products they genuinely use and believe in, not just pushing random products for profit.

Trust and Creator-Led Brands

• Shift in Consumer Trust:
  The host shares retailer insights on trust: audiences now trust creators more than traditional celebrities because creators are perceived as genuine.
• Creator-Fan Relationships:
  Devain emphasizes that trust is not instant; it’s cultivated through authentic engagement and relationship-building.
  • Quote: “Trust is built on core community and how you treat your fans... If a creator is responding to their comments, engaging with their fans, actually showing appreciation, their fans are going to want to reciprocate that.” (07:13, Devain Doolaramani)
• The Role of Traditional Celebrities:
  Celebrities who engage meaningfully with fans can also drive product sales, sometimes surpassing creators.

Approach to Product Development (Brooke Monk Case Study)

• Long-Term, Quality-Focused Development:
  Devain describes a two-year brand development journey with creator Brooke Monk, prioritizing quality, story, and a genuine connection to the creator.
  • Quote: "We've been developing this product for two years... It's really about building a quality product that's going to last a long time and actually hold shelf space in the market." (08:51, Devain Doolaramani)
• Bootstrap Model:
  Brooke's brand is self-funded and built "from a Pinterest board to a full-fledged brand" (11:40), underscoring authenticity and owner-led vision.

Challenges of Scaling Creator Brands

• Ongoing Issues:
  Even after launch prep, problems don’t end: supply chain, team building, and scaling internationally remain ongoing challenges.
  • Quote: "You're still dealing with ongoing issues. There's always going to be supply chain management... They're fun problems and they're good to solve and tackle." (13:01, Devain Doolaramani)
• Building the Right Team:
  The importance of assembling a strong core team to maintain brand integrity and growth is a key focus.

Devain’s Personal Story & Career Path

• Early Experience:
  Grew up in New York and attended high school there before moving to Hong Kong; got an early start in digital marketing and social media by growing and monetizing Instagram accounts.
• Breakthrough in Music & Creator Economy:
  Managed music campaigns that went viral on Musical.ly (now TikTok) for major labels, leveraging creators to drive song trends and user-generated content (UGC).
• Transition to Talent Management:
  Entered creator management as he recognized a "big white space" in digital talent, signing Brooke Monk and growing to a roster of 40+ creators.
  • Quote: “A creator I see is a business and how do you scale that business to build product around it, to eventually want to invest in ventures and get equity and be on advisory and cap tables?” (15:44, Devain Doolaramani)
• Expanding Beyond Social Media:
  Has helped creators like Brooke build professional networks, including substantial presence on LinkedIn, to access new opportunities and audiences.

LinkedIn as an Emerging Platform

• Expanding Brand/Creator Reach:
  Devain and Brooke have leveraged LinkedIn to connect with experienced professionals, founders, and executives, offering new networking and growth avenues beyond traditional social media.
  • Quote: “We've, Brooke and I have met countless incredible people, founders, people at companies, head to marketing etc through LinkedIn. We've talked to people with eight, nine figure exits…” (17:33, Devain Doolaramani)

Notable Quotes & Memorable Moments

• On Gen Z and celebrity:
  “Gen Z Doesn't Know Brad Pitt—But They Know Every TikToker.” (Title, echoed throughout Devain’s statements)
• On Community Over Numbers:
  “You don't need a massive audience, you just need a core community and you need to sell a product that you personally use every day and that helps you in your daily life and make it better.” (05:57, Devain Doolaramani)
• On Long-Term Investment:
  “We went from a Pinterest board to building a full-fledged brand… That process takes time. It's like going to the—like getting samples from the factories, trying out the products, making sure the adjustments are there.” (11:41, Devain Doolaramani)
• On Professional Networking:
  “A lot of people in our generation, when we went to college, the first thing you learn... is go make a LinkedIn... It's a way to connect to people that are at companies, that are at corporations and really have good talks with them.” (17:19, Devain Doolaramani)

Timestamps for Key Segments

• Celebrity Redefined/Digital Talent Takes Over
  [02:04]–[04:31]
• Creator Monetization Evolves
  [04:31]–[06:17]
• Trust and Brand Endorsements
  [06:17]–[07:54]
• Building and Launching Brooke Monk’s Brand
  [08:35]–[14:06]
• Devain’s Backstory & Entry into the Creator Economy
  [14:06]–[17:15]
• The Power of LinkedIn for Creators and Brands
  [17:15]–[18:29]

Conclusion

This episode illustrates the radical transformation of fame, trust, and brand-building in the social media era, as explained by one of digital talent’s key behind-the-scenes innovators. Devain Doolaramani’s insights expose the depth of strategy and authenticity required to succeed—and how the notion of “celebrity” and routes to entrepreneurial success are more accessible, but demanding, than ever before.

How to Connect

• Devain Doolaramani:
  “Honestly, reach out to me on LinkedIn. I think that's the easiest way to go about it. My email is on there as well, so I think it's just a great central platform.” (18:19)

(This summary removes non-content/advertisement sections and focuses on the detailed conversation as requested.)