How did Molly-Mae Hague became the face of PrettyLittleThing? How did Selena Gomez go about launching her own beauty brand?
Behind the scenes of them both was a talent agent helping them climb new heights. If you’re hoping to further your career in acting, modelling, or content creation, a talent agent can be invaluable. Here’s everything you need to know about the talent agent business and how to get signed.
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Talent agents arrange everything from auditions to wages, contracts to press interviews—in other words, a good agent is your representative on Planet Showbiz. There’s a reason why performers often tearily thank their agents before their mums at awards ceremonies. Getting noticed by top firms isn’t easy, but signing with a respected talent agent can be an important step in your career.
Acting agents focus on actors, but talent agents represent a broad pool of creatives who work both in front of and behind the camera, including actors, directors, influencers, photographers, content creators, and models.
Agencies vary in size and specialism: Some deal with a few clients or a single niche and others have a large roster that showcases various skills. An agent is responsible for finding their clients opportunities and looking out for their interests. They don’t get paid for talent representation, but they generally take a cut of around 10% of what their clients earn per job.
They’re responsible for the administrative aspects of your work, from contract negotiations to pay disputes, and they keep you apprised of what they arrange on your behalf so there are no nasty surprises down the track.
Agents differ from managers, who are there for guidance and are typically taken on by established performers. Talent managers can be anyone a client trusts to manage their business, and sometimes they are even family members or friends. For example, Dua Lipa is managed by her father, Dukagjin Lipa.
Having a manager is unusual in the UK; their responsibilities usually fall under an agent’s remit. Presenters, comedians, and singers are more likely than actors to use a manager.
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A talent agent’s main job for any client is to get them work. They should have a full contacts book and a vision as to how to advance your career. A good agent will be on first-name terms with casting directors of all types and have their ear to the ground when it comes to opportunities. They’ll pitch you, protect you, and play the bad guy if necessary.
When assessing different agencies, consider the human side of working with them: Does it seem like a happy place to work? Are these the kind of people you’d be comfortable doing business with over the phone? Can you trust them? Do they have a proven track record of getting other clients work you’d be interested in pursuing yourself?
The best agents understand their clients’ talents and act as their cheerleaders, identifying the most suitable projects.
Knowing how to network effectively and being an industry insider are crucial to being a great agent. They know the casting directors to call about the hot auditions and opportunities before everyone else. A top agent will always be looking for work for their clients. They’ll be scouting for the next big thing at showcases, schmoozing with influential people, and adding to their contacts.
Industry figures will trust your agent’s judgement and taste so that when you walk into a meeting or audition you’re already one step ahead.
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Once you’ve decided you need a talent agent, it comes down to getting the right one to sign you. Do your research to find out which agency represents the kind of creative you want to be. How much experience do they have? Are they successful? Can you find someone in the industry to vouch for them?
Unsurprisingly, good agents are picky and have lots of people who want to join their books. You have to set yourself apart by highlighting your talents and unique selling points. Have confidence in your abilities and approach potential agents in a polite and professional manner. Remember: There’s nothing an agent loves more than discovering new talent.
Nicki van Gelder, co-founder of talent agency Conway Van Gelder Grant, says what she looks for in a new client is straightforward. “[I] have to think they’re good. Really, it’s very simple. And I’m not always going to go for someone who’s absolutely beautiful or handsome. It could be someone tiny and characterful who’s just really interesting.”
Polish your personal brand
Before approaching agents, make sure your portfolio, socials, and CV are up-to-date. Ensure your headshots are current too—this is all about presenting the very best version of you and your personal brand.
Research agencies and individual agents
Ask other actors which agents they rate; observe the people whose careers you’d like to emulate and find out which agency represents them; and read news and information from industry experts. Make a list of junior agents at big agencies who might be looking to sign talent. Finally, check out The Entertainment Agents Association.
Work on getting noticed
Check which agencies accept email pitches and which encourage tagging them in your social media content. If you have an upcoming performance or event that’s local, you could invite a representative. When you feel you’re ready, go for it and good luck!