Show notes
Detch Singh is the CEO of technology driven influencer marketing agency Hypetap and Chair for Australian Influencer Marketing Council (AiMCO): an organisation that seeks to establish and maintain best practices for the influencer marketing industry.Coming from a finance background, Detch found the influencer marketing industry through a former partner who had found some success in posting on Instagram. He realised that his partner wouldn’t always post about the products that brands were sending her and saw this as an opportunity to help build a service to help these brands better maintain their professional relationships with influencers.Today, Hypetap has grown and evolved to be one of the most initiative agencies in Australia, if not the world, for influencer marketing with proprietary technology making up much of its DNA.Detch, a relatively private person on social media, understands that there needs to be proper guidelines for the influencer marketing industry if it wants to continue flourishing. Leading him to becoming the inaugural Chair of AiMCO - the Australian Influencer Marketing Council.Get all the links mentioned in the episode here: bit.ly/245-DetchSinghSKIP THROUGH THE EPISODE:00:25 - Guest introduction00:46 - Beverage of choice & the Peugeot ad03:31 - Earliest memory06:23 - Coming to Australia & childhood principles12:03 - Hypetap: founding & evolution15:45 - How Hypetap works22:39 - What hasn’t changed in the industry?25:25 - Hypetap market position31:58 - Most challenging briefs34:18 - Influencer industry: perceptions & professionalism42:11 - How can talent managers do better?48:35 - The future of Hypetap52:26 - Detch’s industry favourites55:47 - Detch’s ideal question