The latest episode of Creator: Behind the Influence has just dropped, and it may well be the most powerful one yet. 

Our CEO Jenny welcomed sister duo Sara and Avni, also known as Iconicakes, into the podcast studio for an eye-opening discussion on navigating their lives not only as immigrants in the UK but as growing social media superstars, and the ever-important topic of representation of brown people in the media. 

With a combined audience of 4,601,000, Iconicakes have built their audience almost exclusively off of sharing short-form content. They’ve posted over 300 YouTube Shorts on their channel, which have amassed an incredible 616,958,954 views!

Sara and Avni moved from Pune in India to London around 10 years ago, and over the past year, the topic of dual heritage and culture has become a much larger focus within their content. While Avni mostly shares content about art and fashion, Sara, who is two years older, is beginning to share a lot more about her Indian background. 

Sara has recently started speaking in her Indian accent in some of her videos, showing the Iconicakes audience a more behind-the-scenes insight into what their culture looks like, as well as showing their followers who also have a dual culture that it’s okay to embrace every part of yourself. 

In this episode, Sara and Avni share how their Riverdale fan account ‘face reveal’ ended up in the launch of Iconicakes, the difficulties of collaborating as sisters and business partners, and what sharing their dual culture online might look like in the future.

This episode is a must-watch, and for Sara and Avni, this is just the beginning…

Watch now on YouTube or listen wherever you find your podcasts.