This chapter suggests that minority writers have been struggling with the connection between their work and the cultural diversity initiatives that aim to expand the creative economy. In Daljit Nagra's poetry we witness the author's staging of himself as a brand designed to address a gap in the market, as well as his recognition that his very objections to this branding will add value to his work. In Gautam Malkani's 2006 novel Londonstani, we encounter the author's reservations about translating his own teenage years in the “rude boy” subculture, which was the subject of his novel and of his Cambridge anthropology thesis, into his means of entry into the privileged creative elite.