Finding The Talent Agent That's
Right For You
By Susan Berkley
Tips and techniques for beginners and professionals
who want
to make big money in voiceover.
copyright
2001, The Great Voice Company | All Rights Reserved
As you begin your voiceover career, you might find yourself asking:
- How do you choose a talent agency, if you are lucky enough to have a choice?
- What is an interview with an agency like?
- What kind of questions
can I ask to find out if the agency fits my personality?
Let's first
review what a talent agent does. A talent agent's job is to sift through all the
ãwanna-be's," ãtype" the talent and then present qualified and appropriate
talent to casting directors, producers, ad agencies and companies who are looking
for actors (on and off camera) for their productions. A good talent agency
will screen their talent. They won't represent just anyone who sends them a voiceover
demo tape. To be considered, you will have to send a professionally produced demo
tape, a cover letter, and an acting resume. Most will not work with inexperienced
newcomers, so you will have to show that you have had experience or at least good,
solid training to prepare for auditions and studio work. If they like what they
hear on your tape, they will call you in for an interview. But even if they like
you, there is no guarantee that they will get calls for your type and send you
out. If they agree to represent you they will generally put excerpts from
your demo tapes on a ãhouse reel," which these days is usually a CD containing
the voices of all the talent they represent. They then market this CD to producers
and others who might require voice talent. Even if you are not on the ãhouse reel,"
an agent may send you on auditions. When a call for a particular type comes
in, they will either audition the talent they represent by having them read the
client's copy or submit talent demo tapes (for voiceover) and head shots (for
on camera work). Should one of their talents book the job, the agent handles the
details of the booking and negotiates the fee, makes sure you are paid in a timely
manner and take 10-15% of your talent fee for their efforts. Agents are paid commissions
from both the talent they represent and the clients for whom they provide the
talent. Some agents, who are also managers, take a 20% commission. Generally the
check comes to the agent who deposits it and pays you your percentage less their
commission. IMPORTANT: Agents only get paid after you book a job that they
referred you to. NEVER pay an agent in advance for agreeing to represent you.
It is unethical for an agent to produce your demo tape or ask you for money to
help pay their marketing costs (tape duplication etc.). There have been several
scams of this nature. If someone purporting to be an agent asks you for money
up front, run for the door and report them to the consumer affairs department
at your state attorney general's office. A good way to know if a talent
agency is legitimate is to call the closest office of either of the two talent
unions: SAG (Screen Actors Guild) or AFTRA. If the agency is union franchised,
they are probably fine. Other more experienced actors in your area can also tell
you who is good and who to avoid. It's always wise to keep careful records of
everything you book through a talent agent. Recently one of the oldest and most
respected agencies in New York City was forced out of business when it was found
that talent payments had been embezzled. While rare, problems like this can happen.
It is not uncommon for a talent agency to specialize. Some work with children,
others with sports figures, etc. Most of the larger agencies have separate departments
for voiceover and on camera commercials, legit (theatre) and film. There are also
agencies that specialize in real people modeling (print work). Most agencies
like to have a small group of exclusive signed clients and a larger group of non-exclusive
clients to draw from. They will generally send out their exclusive clients first
and then call the non-exclusives as a back-up. Signing exclusively with an agency
means you may not accept work or auditions from anyone else. As a beginner, it's
probably best to freelance with as many agencies as possible. This increases your
chances for wider exposure. An exclusive contract is generally good for a year.
Most major talent agencies are located in big cities such as New York,
Los Angeles, Chicago, Toronto, and Miami, because that's where the work is. And
because most auditions are face to face, they will rarely work with talent who
live outside of their immediate area. To find the talent agents in your area,
look in the yellow pages and then ask around. In New York City or Los Angeles,
consult the Ross Reports, available at any drama bookstore, or call 800-817-3273.
Many other large cities have resource directories for actors. Ask your librarian.
Your submission package should include your voiceover demo tape and a cover
letter. Agents will tell you they would also like to see a head shot and an acting
resume, but if you don't have a head shot, ignore what they say and just send
your tape with a cover letter. It can be frustrating to get an agent to
listen to your tape or take your phone calls. Follow up with weekly phone calls
until you get feedback on your tape. If they like what they hear they will call
you in for an interview. They basically want to meet you and make sure you are
professional. To find out whether an agency is right for you ask them:
how long they have been in business, what are some of the things they have done
lately, and whether you can call any of the other talent they represent for a
reference. You might also ask how they plan to market you and what types of things
they will be likely to send you out on. If you can't find an agent, don't
despair! While agents are an important part of our marketing mix, they are not
the only way to get work. Remember, an agent does not hire you directly. They
are middlemen. You ultimately work for a production company or a client. So if
you can't get an agent to represent you or there are none in your area, it is
perfectly fine to go to the producers themselves. As soon as you make your
demo, begin assembling a list of production companies, casting directors and recording
studios in your area and start sending out your tape and making phone calls. Or
think about building your own studio and marketing yourself globally. I've always
taken a very hands-on, proactive approach to my own career instead of waiting
around for somebody to do it for me. I think this attitude has been essential
to my success.
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