Talent agencies are the powerful machines-behind-the-scenes that transform raw talent into successful careers. If you’re hoping for that major breakthrough role, you’ll want to look for representation—but first, it’s important to understand what a talent agency does, how it works, and ways to find the best one for you.
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There are two main types of talent agencies:
- Large agencies handle high volumes of clients across various specialties (including theater, commercials, and modeling).
- Boutique agencies are smaller and usually more specialized.
The agency’s shared goal is to source talent that its agents are excited to represent and get them booked. If its clients aren’t succeeding, the agency isn’t succeeding, so you can be assured that everyone is committed to helping your career.
Key agency functions include:
- Building relationships with talent-seekers (such as advertising agencies, production companies, and casting directors)
- Screening casting calls and matching them with appropriate actors on its roster
- Collecting and approving audition materials from clients so you’re always ready before the big day
- Providing coaching support to help you create that perfect demo reel, prepare for auditions, refine your skills, and keep your career on track
- Coordinating shoots and sessions between actors and producers
- Negotiating contracts to help you land the best terms and rates
- Getting you paid for your work in a timely manner
- Promoting and showcasing talent to casting directors before specific casting calls and on the agency’s website, social media pages, and email newsletter
Overall, your agency is there to provide you with opportunities, prepare you to nail them, and protect you all the way from audition to payment.
Wondering How Talent Agencies Work? Here’s What You Need to Know
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A talent agency and a talent management company can sometimes be one and the same, but that isn’t always the case. Some agencies are well-equipped to function in a management capacity, too—but while an agent will always work out of a formal office with other members of their team, a manager may or may not be part of a larger company.
An agent is legally licensed to seek, submit, and negotiate for work only, but a manager does not require any certification. Still, the line between agent and manager can seem blurry.
What does a talent management company do?
Agents and managers both work on commission and strive to get you employed, but managers have a lot more leeway than agents do in every aspect of an actor’s career.
Because managers usually have a smaller set of clients than agents do, they have much more time to dedicate to each one. They’ll sit down with you and help you pick out the best headshot out of 100, help you put together an outfit for your self-tape, or reason with you when you’re questioning yourself and your career. They’ll also work to get your name in front of production teams, making connections with writers, directors, and other creators on your behalf, which can score you personalized roles.
In his MasterClass, Samuel L. Jackson described the difference between agents and managers this way: “Managers have relationships that agents don’t have—relationships that allow you to meet…people that aren’t just based in a specific project. They can connect you with writers who can write specifically for you.”
Overall, managers are more concerned with where your career is going as opposed to where it is right now. In helping you to secure work now, they’re ensuring that you meet your long-term goals and set yourself up to continue booking roles well into the future. They can work with you to construct a road map for your career, and they oversee your journey from start to finish. They’ll offer advice and help guide you, steering you away from projects that they don’t think are the right fit and helping you film a self-tape or rehearse your audition for the roles that are.
If you’re leaning toward passing on a role that they see a lot of potential in, managers can help you see the bigger picture. They may even put pressure on your agency if they don’t think it’s doing a good job of finding you work. And if you secure a manager before an agent, they can also help prepare you to present yourself to agencies for consideration, get you set up with reputable photographers for headshots, workshop your skills, develop your reels, and even introduce you to potential agents.
Some people choose one over the other instead of having both an agent and a manager. It comes down to personal preference and the capabilities of your team.
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Talent scouts always keep their eyes open for potential clients, including actors, models, and comedians. They attend open mic nights and theater productions and also leverage their personal network for recommendations. If an agency has an open-submission policy, in which interested parties submit themselves for consideration, scouts also look there for promising talent.
An agent, however, isn’t necessarily going to be the first person to view your materials. Talent assistants, who may aspire to be agents themselves one day, will help with day-to-day administrative work. In addition to prescreening submissions, they may manage an agent’s phone, inbox, and calendar. Once signed, you’ll probably spend more time communicating with your agent’s assistant than you will with your agent.
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When you sign on with an agency, it’s smart to already have a friendly relationship with everyone on staff. If your demeanor isn’t consistently appropriate with all of their employees, your agent may drop you as a client.
After all, your agent won’t be the only one submitting you for potential roles. Which begs the question: How, exactly, do talent agencies work? While another agent may act as the lead on a casting call, you still have a chance to be up for it. If your portfolio fits the role, you’ll get the opportunity to submit an audition. Though an agent is likely to prioritize their direct clients (as they’ll make more money getting their own clients cast), a successful casting from within the agency is still a win for everyone.
When audition information becomes available for a project, your agency may email you the guidelines or flag it through a service like Eco Cast. You may submit your audition directly or send several takes to your agent so they can help you choose the best one to move forward with.
After you secure a role, the agency will negotiate the contract on your behalf. Your manager may sit in on these negotiations and offer feedback, too.
You’ll have regular check-ins with your agent or their assistant, which could be anything from a weekly Zoom call to a monthly in-person meeting. You’ll have the chance to review the status of your recent submissions, as well as discuss what you’d like to audition for in the future.
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Narrow the scope: When you’re looking for a talent agency, do your research before you start blasting out submissions. There are hundreds of options to comb through, depending on where you’re located and what you’re looking for in a representative. Though it may seem counterintuitive at first to not get your name and photo in front of every single agency, you need to determine the best fit for you and your career and put your energy into presenting yourself to those organizations.
Even if you’ve heard good things about an agent, don’t chase after someone who works for an organization that doesn’t align with your career aspirations and values. Ask these critical questions:
- Will you be submitted for roles with intention or randomly?
- If your assigned agent leaves, would you feel comfortable with another agent at the firm?
- Does the agency’s size and culture match your needs?
- Do their values align with your career aspirations?
- Can you genuinely see yourself flourishing with them?
The Best Agents in HollywoodResearch and evaluate: You might start by searching for lists of agency recommendations or by asking your friends and colleagues about their experiences with their agencies. Are there any they’d warn you to steer clear of, or is there somewhere they’ve had fantastic luck? You can then create a shortlist and:
- Check their online presence on agency websites, social media accounts, and reviews on sites like Glassdoor.
- Verify their track record by seeing if they have proven successes with clients similar to you. Are there any concerning negative reviews or patterns?
- Assess specialty alignment. For instance, if you want theater work, you’ll want to avoid agencies focused primarily on TV and film. Or if you’re seeking commercial work, look for agencies with strong connections in that area.
Start submitting: Once you’ve determined that an agency has the qualifications you’re looking for, you can narrow down the agents you’re interested in meeting and start submitting.
