Almost every actor who wants to be in commercials wants an agent. Landing legitimate representation for commercials can be easy sometimes, but it can also be challenging. Here are some suggestions that might help in the process.
1. Do your research. Start by getting a list of franchised agents from SAG/AFTRA or check out Backstage’s online directory of agents and managers. There are some agents who are not SAG-franchised. That does not mean they are not reputable. SAG members are just easier to check out and are accountable to a supervising entity.
2. Buy resources. Then, buy updated books, such as Backstage’s Call Sheet, that list and describe agents and managers. (In Los Angeles, these books are sold at Samuel French, and in New York, they are sold at the Drama Book Shop or they can be ordered online.) Study how many agents are in the agency, where the agency is located, how long the agency has been in business, etc.
3. Ask people you know. If you know industry professionals, acting classmates, teachers, or relatives who are involved in the business, ask them the following questions about agents.
- Who would you recommend and who should be avoided?
- How do I contact them?
- Do you know anyone who could refer me?
4. Go online. Visit the websites of the agents you are considering and read about the agency, company history, and the people who work there. Once you have a short list, check your choices with the Better Business Bureau and find out if they have had claims filed against them.
5. Decide where to submit. The size and status of the office you should realistically approach is determined by where you are in your career. When starting out, you will find that the small- and medium-sized offices are often more receptive to meeting new talent, but if you do have an “in” at a major agency or just want to try to get with one, you should pursue it. If your timing, talent, and type are right, you could get lucky.
6. Submit your materials. Now that you know the reputable agents you wish to pursue, submit your headshot, resume, and a cover letter. Don’t mail to one at a time and wait for them to reply. Also, don’t waste money mailing to every agent in town. Mail to a select fifteen or twenty. Actors bombard agents with submissions all the time. You might hear from some agents within a few days or weeks. If you don’t get responses, submit to your second round of choices. Agents and managers will call you for a meeting if they are interested in what they see in your submission. If you have industry contacts, teachers, or friends who can recommend you to your desired agent(s) ask your contact, if appropriate, if they would advise the agent to expect your submission. If you get minimal or no response after the second round of submissions, shoot new photos, redo your resume and cover letter, and then submit again to your first then second choices. Client rosters often change, making room for an actor who was of no interest just a few weeks earlier.
For more insights and tips about getting the best agent for you from three top Los Angeles agents, check out my Master Talent Teacher videos.
Carolyne, a casting director, working actress, and director, is considered by agents, casting directors and students, the best Commercial Audition Acting Coach in Los Angeles. Since 1982, the Carolyne Barry Workshops have been one of the most successful, full training Acting Schools.
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