There are many reasons why actors need representation. The main one is that agents have relationships with the casting community that can get you in the room. How we go about creating those relationships is an interesting process.
Naturally, if I worked at CAA or WME with A-list talent, casting directors would be trying to get me on the phone instead of the other way around. Everybody wants what they’re selling. For the rest of us, it’s a little different. I’ve always worked at midsized agencies; that makes me a street fighter—the kind of guy who has to hustle to accomplish his goals. To be competitive, I use a three-step approach that has served me well.
How to Network, According to a Casting Director 1. Establish trust
I always lead with my strongest clients when I’m trying to create a relationship with a casting director. That means pitching my best shot for the role, not every single actor who is remotely right. To be clear, I submit the whole lot, but I only call or email about the one individual I believe is perfect. And it’s a wonderful day when that actor gets the job or goes right down to the wire because the CD has now learned I’m not a bullshit artist.
2. Cement the bond
I’m in the game now, but there are other agents competing with me for the casting director’s attention, so I have to be more than just another guy in a suit who wants something.
I start by keeping things friendly—no business. Let’s say, for instance, I’m covering the office that works on “NCIS.” After watching an episode, I always send them a brief email saying how much I enjoyed the guest cast. And that’s it. I don’t ask for anything. They always respond positively.
I also read every film and pilot script that crosses my desk. When I’m done, I always send the casting office an email congratulating them. And that’s it. I don’t pitch anyone. I just express my excitement about the project. They always respond positively.
Plus, whenever someone reveals something personal, I make a note of it. For example, if a casting director mentions his love of Italian food, I’ll write that down so I can have a recommendation ready the next time we speak.
And casting directors aren’t the only ones I get to know. I go out of my way to create friendships with their associates and assistants. Those people have a lot of say, and they’re the casting directors of tomorrow; so if I treat them well now, they’ll treat me well in the future.
3. Get some face time
To be truly effective, an agent has to be more than a name on an email or a voice on the phone. That’s why meeting casting directors in person (when a pandemic-free world allows) is so important. Once you know what someone looks like, it’s much harder to ignore them. An unconscious bond has been created, and that’s extremely valuable in any professional relationship.
I hope this gives you some insight on what makes an agent effective. It should also give you a few lessons that you can use in your own career on how to keep the right people in your orbit. But don’t be pushy or annoying. The key is to be genuine and likable.
This story originally appeared in the Dec. 17 issue of Backstage Magazine. Subscribe here.
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