By Steve McChesney
If you want to be a successful actor, or want your children
in the business, this is a team member you must know and
understand.
There are agents, and then there are AGENTS!
You can't lump together high powered agents such as Creative
Artists Agency (CAA), William Morris Agency (WMA),
International Creative Management (ICM), Don Buchwald and
Associates, and The Gersh Agency with the struggling one
person outfits that are out there.
Most deals at the higher levels are negotiated by agents.
One key difference between agents and almost all other
players, except for lawyers, is that they are regulated by
state law.
Big Agencies vs. Small Agencies
The big three û CAA, William Morris, and ICM. These
companies have at least 50 agents each working for them.
There are a few mid-level agencies that are respected
(mostly made up of big agency veterans).
They are the focal point of power brokering in Hollywood and
New York. The same is true for the rest of the world for
that matter.
High powered agents represent their clients in all aspects
of Motion Picture and Television, including commercials,
print, and live appearances. This is what is known as
`Across the board representation'.
Fees for this service are regulated by the Unions. An agent
receives no more than 10% of each talent deal.
Smaller agencies will specialize in their areas. In the
beginning of their careers, many actors will have different
agents for different fields. They will have a Theatrical
Agent (Motion Pictures and Television), a Commercial Agent
(Commercials only), Voice-Over Agent, Live Appearance Agent
(singers, comedians, etc.).
What do Agents do?
An agent does not work for the actor!
An agent works for the casting director and the production
company.
What!?
An agent provides actors to the casting director when the
need arises. An agent's first loyalty is to his customer
(the casting director or production company). That's who
keeps him/her in business.
An agent will look an actor in the eye and say, "I'll work
very hard for you!"
What he/she really means is that they think you might be
successful in auditions and that the agency would like to
include you as another product available to their customer.
An agent will try and negotiate the best possible price for
you because that price directly influences their commission.
They will also look for the small details that an actor
doesn't think about, such as billing and screen credit,
trailer, transportation, etc.
Producers and casting directors are also more confident in
hiring an actor with agency representation than someone
without.
Just like you are more comfortable buying jewelry from a
reputable jewelry store and not off of someone on the
street. Again, common sense tells you that an actor with
representation is more professional.
Having an agent will enhance your credibility as a
professional.
The top agents in the top agencies are some of the MAJOR
players in the business.
Their calls get answered.
Their demands get met. They are just as important in the
process as ANY person in Hollywood.
Their power is based on the desirability of their clients.
In addition to doing deals on an individual basis, agents
`package' their clients so that a studio is forced to take a
number of their clients for a particular project.
For example, if a studio wants a particular actor for a
television series, they will also have to take a producer
and team of writers handled by the same agent.
Why are agents such an important part of the business?
Fundamentally, most creative talent are not necessarily
business people. The studio is much more comfortable doing
business with an agent because they want business done
efficiently and with as little ego damage as possible to the
creative talent.
No studio executive wants to tell an actor that he/she is
only worth X amount of dollars and that there is no way that
they will get above the title billing. They leave those
tasks to the better equipped agent.
A good agent knows what the market will bear and can
generally get his/her client most of what the studio will
give.
Do Agents get their clients work?
Only the most powerful agents can make suggestions to the
studios. A good agent will submit a client and have the
clout to get them a meeting or audition.
Most agents have to go the typical way of submitting to
casting directors and hoping for a call back.
Most people get their own work. This is true especially in
the beginning of their careers.
Remember the agent gets 10% of your paycheck. Count on them
to only do 10% of the work. You are responsible for the
other 90%.
Almost everyone needs an agent to play the game. It still
stands that studios will not deal directly with the talent.
They want the buffer.
In Los Angeles and New York (and a few more places) agents
are exclusive. Meaning you can only have one agent represent
you in each field. You may have one agent for theatrical
(film and television), one agent for commercials, and one
agent for personal appearances. Or, if offered, you may
choose to have the same agent represent you across the
board.
In Florida and many other right to work states, you may be
listed with as many agents as you want as long as they will
have you.
There is a problem with listing with all of the agents in a
right to work state.
You may get called by all of them for the same audition. You
must then decide which one you will list as your
representative. This is a no-win situation. It will make
some of them mad and they will not submit you the next time.
Just like in Hollywood and New York, you must learn to
choose an agent. Getting them to effectively represent you
is a fine art that must be learned.
Getting your first Agent
If you are new to LA, or anywhere for that matter, you might
find yourself having what is called a "Golden Period" where
everyone will want to get a look at you. You are the new kid
in town. You can use this to your advantage.
This is especially true if you are young. Not necessarily
your age, but how young you look.
Some of you will have agents and managers competing with
each other to sign you.
Don't be fooled. This novelty wears off fast.
Make it your plan to work hard at establishing your career.
Think long term.
The best way to find your agent is by word of mouth. This is
where your networking skills come into play. Everyone you
meet is a resource. Always ask, "Do you know any good
agents?" Keep a list.
One of the keys to ANY business is the quantity and quality
of contacts that you make.
Effective networking means remembering people's names. THIS
IS VERY IMPORTANT. People are impressed and flattered when
their name is remembered.
Courting an Agent
Don't try the endless silly schemes some actors invent to
get an agents attention.
Handing out toilet seat covers with your picture embossed on
it, scratch and sniff headshots, jigsaw puzzles that make up
your resume, are only good for encouraging agents to treat
you like you are treating yourself, like a joke.
What you must do to attract an agent is what people in all
businesses do, send out calling cards. In this case, your
calling card is your headshot and resume.
Make calls.
Set up appointments.
Get friends to make referrals.
Follow up.
Become involved in clubs and organizations relating to your
field.
Continue to develop your skills to become more and more
qualified.
Always keep in mind that luck happens when preparation meets
opportunity.
Be prepared or opportunity will pass you by.
If any agent tries to charge you a fee of any kind to sign
with them, RUN, don't walk away. Many scam artists are out
there. This is a sure fire way of spotting a crook.
A legitimate agent will only charge you their deserved
commission when and after they have gotten you work.
Getting Agents to work for you
Here is where the real work begins. Many actors think that
once they sign with an agent, they can sit back and wait for
the phone to ring.
Since agents make their money from commissions, they will
concentrate on clients who are already working.
Makes sense doesn't it? Go with what works and you can count
on your income. An agent who has clients who consistently
land jobs from auditions is going to concentrate on those
clients. New people are going to have to prove themselves to
get the agents attention.
Sure they may have signed you because they believe you will
get work, but you are going to have to prove yourself to
them.
Things an Agent will want to know
Are you continuing to develop your craft?
Are you doing plays or student films?
Are you enrolled in acting classes?
Are you keeping up on what's being produced?
Are you reading the Trade Papers?
Are you preparing fully for auditions?
Are you systematically expanding your network?
The truth of the matter is that most of the work you get
will be due to your own efforts. This impresses an agent!
Make sure you communicate your efforts to your agent.
Birthday cards and Christmas cards are warm and fuzzy, but
you will fire up the agent's enthusiasm when he/she receives
the flyer about the play you are in, or a note about the
casting director you met.
If you take charge of your career, communicate your efforts
to your agent, and enlist your agent in a team effort, you
stand a good chance of getting him/her to take an active
roll on your behalf.
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Steve McChesney is the author of:
`How to Succeed in the Business of Acting'
To learn more visit http://www.acting-pro.com