MODEL GUIDE | ISSUE 04
CO N T E N T S MODEL GUIDE - ISSUE 03
12 MARKETING TIPS FOR AGENCIES
4 WHAT IS A MODEL AGENCY
06 WHY SHOULD ONE HAVE A MODELING AGENCY
14 THINGS TO LOOK FOR BEFOR SIGNING TO A MODELING AGENCY
16 WHY WOULD WANT MORE THAN ONE AGENCY
17
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WHAT IS A
A
MODELING AGENCY
modeling agency is a company that represents fashion models, to work for the fashion industry.[1] These agencies earn their income via commission, usually from the deal they make with the model and/or the head agency.
The top agencies work with big-budget advertising agencies and fashion designers. They invest money into developing their talent so they can
increase their status within the industry. These top agencies will help train models, get test shoots, layout portfolios, and put together comp cards (composition photo cards) and other printed materials models need.
The agencies find work for models by presenting them to designers, photographers, and ad agencies. The agencies are also responsible for booking the jobs, billing for the jobs, and eventually paying the models for their time. By handling the details, an agency allows a model to focus on modeling and not on the business end.
Because modeling is a very competitive, fast moving business that extends beyond the traditional 9 AM to 5 PM business hours, an agency generally conducts business 24 hours a day, to handle emergencies such as cancellations or rush jobs. Most agencies have a service or an operator to handle emergency issues after hours.
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01 Your Protection and Safety A professional modeling agency will screen clients and ask them the right questions to be sure they are the best type of client for the agency and for you. The agency will also have long-standing relationships with many of its clients and will be able to guide you on the likes and dislikes of
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WHY SHOULD ONE HAVE A MODELING AGENCY a particular client and the best way to make sure the client is satisfied with your work. The agency will be able to confirm the safety of your working conditions such as the location of the set, the other people you will be working with and meeting there, and exactly where your modeling jobs will take place and for how long you will be there.
Freelance models rarely ask the right questions for fear they may offend the client which can lead to all sorts of problems for both the model and client. A good agent is fearless when it comes to the safety of their models and will do everything they can to protect you.
02 Career Development
a new model and get them to the point that the agency will see a return on its investment. Therefore, agencies are always interested in developing the model’s career with the model’s future in mind. It’s not just about accepting every job that comes along or working with every client. It’s about picking and choosing the right clients that will make the difference in the model becoming a superstar or simply fizzling out after one season.
It can take many years for an agency to develop
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03 Building Your Brand Models have become much more than living coat hangers or voiceless people who simply smile and show off pretty clothes, they have become “brands.” A model must be a complete package. They must be able to navigate through social media, television, film, and much more. Clients are paying much more attention to the type of brand the model has when choosing them for their big campaigns.
A good model agency will be able to help a model develop his or her brand and really make their mark in the industry.
“Modeling as any business , there is the need to have a manager” 04 Get Paid What You Deserve Some clients will hire models online rather than use a professional modeling agency because they know the model is inexperienced and likely won’t negotiate the best rates for his or her work.
A professional agency will know exactly what you should be getting paid and how your photos will be used. Not only is this important for you financially but prevents any future conflicts of interest if a client with a similar product wants to hire you
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05Exposureto International Markets Models can be represented by more than one agency as long as it is in a different market. For example, a model can have agencies representing them in New York, Milan, Paris, and Zimbabwe .The model would then travel to these different markets when the season in that market is busy and will stay there for a few weeks or months at a time. MODEL GUIDE | ISSUE 04
06 Better and More Prestigious Bookings Major clients work with legitimate modeling agencies to find models for their companies. They never go online to find random models as this would be much too time-consuming and they would never really know what they are getting. Clients trust the agencies to send them models who look like their photos and are appropriate for the client’s brand. In addition, a particular model a client may want to book may not be available and the mere fact you are in the same agency means that you could get that booking
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Know Your Market Know your audience. Become familiar with the need for models in your area. If you live in New York City, runway shows and fashion modeling are obvious choices. However, if your agencies is in a smaller city in the Midwest, ad agencies and trade shows may be more viable options. Remember smaller markets, such as fashion retailers that might need models for freeze modeling or small fashion shows.
Notify Local Media Local media can help inexpensively get the word out about your agency. Send press releases to local newspapers and television stations about your grand opening, jobs your models are involved in and other newsworthy information. Fax the press release to save money and follow-up with a telephone call to the appropriate editor, such as the lifestyles editor.
Contact Potential Clients If you’ve identified potential clients, your next step is to contact those clients and ask if they have a need for models. Initiate conversation with a telephone call. Ask who is in charge of making the final decision about hiring models. Some conversation-starter ideas include asking if they would like to know about a way to save money and increase the quality of their advertising or if they are still looking for models who can represent their company effectively. Offer to take that person to lunch to discuss what your agency can offer her business. Seek out additional networking opportunities at local business fairs.
Prepare Literature A glossy brochure shows clients that your agency is professional. Feature your top models on the brochure to showcase the the diversity your agency can provide. For example, you might have a high fashion photo, a picture of your models at a runway show and a group of models in a fun pose or two. Each of your models should have a composite photo card that you can quickly send to an interested client. The model should also have a portfolio
MARKETING TIPS FOR YOUR MODELING AGENCY available in case the client would like to see more in-depth work out of a particular model before hiring.
Offer an Open House An open house introduces clients to your models up close. In addition to planning the party side of an open house, with refreshments and material you plan to hand out, prepare your models for this event. Involve the models in marketing your business. Each model’s agent should Instruct the model in professional behavior and how to work the room. The owner should encourage everyone to get to know potential clients and make the guests feel at ease. An open house should be a fun event that allows clients in the community the opportunity to get to know you, your models and your agency.
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Things to look for before signing with a modeling agency legitimacy of a modeling agency, this is a good place to start. It’s a very positive sign if the agency is recognized and accredited by the laws of that country also a good place to find out if there have been reports filed against that agency claiming it has been practicing unethically or taking advantage of aspiring models.
Do They Promise Huge Numbers to Start? We are all used to seeing photos of supermodels living luxurious lives and earning millions of dollars a year; this might have been a guiding factor in your decision to start modeling. While modeling certainly can be a financially rewarding career, it takes time, hard work, and a great agency to get to this point. If you are a new model, and an agency is promising you numbers that sound way too good to be true, to begin with, chances are, they won’t deliver, and you may even end up losing money rather than earning it.
Does the Agency Insist on Modeling Classes? There is absolutely nothing wrong with taking modeling classes if your goals are self-improvement and having some fun. However, it is a red flag if an agency insists that you take their classes before they represent you for jobs. Models should never be required to enroll in modeling classes, and if an agency requires it of you, it is a sign that the agency earns its income on classes rather than booking modeling jobs. A lot of new models live in smaller modeling markets outside of New York, Paris and Milan, therefore, finding an agency that can survive by only booking modeling jobs can be very difficult. Having a modeling school attached to the agency is the only way for the agency to find new models who may ultimately become the next supermodel. So, if you live in a smaller market, don’t dismiss them right away, but use your best judgment to determine whether or not they are the right agency for you.
Does the Agency Insist on a Specific Photographer? Sometimes an agency will have an “in-house” photographer and will insist that you purchase photo shoots or portfolio packages from them and their photographer. It usually means that the agency is simply a front for a “photo mill” and should be a huge red flag.
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Why would anyone want more than one agent?
Simply put, the more agencies you have, the more exposure you’ll get. That means more auditions, more bookings, and more money!
Another reason for signing with multiple agencies is if you’re looking to explore other markets. Your current agent might not have experience outside of their “home” region, and therefore lacks the resources or information to get you the bookings you need. This is where a second agent in another city, state, or even country can come in handy! Keep in mind that adding a bigname agency to your roster isn’t always the best reason for taking on additional representation. Sometimes it can be a good move, but not always. The problem with large agencies is that the models who work the most and who bring in the most money will always get top priority. That means it might take a long time for the
agency to really understand you and represent you in the way you’d like. Plus, many of the top agencies have exclusive contracts that stipulate that their models can’t work for any other agency That seriously limits your options, and will most likely mean you’ll have to leave your current agency.
Can anyone have multiple agents representing them? The type of model you are and industry standards will come into play as to whether or not you can have multiple agencies representing you at one time.
It is not uncommon for commercial models based in larger markets to have more than one commercial agency representing them. They
may
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also have a personal manager. What’s the difference? The agency will be responsible for booking auditions and jobs, and the manager will advise the model whether or not to accept certain bookings and manage the overall career path of the model. (Having a manager in addition to an agency is more common amongst actors and talent than it is for models.) High fashion or editorial models almost never have more than one agency representing them in a particular market. However, it is desirable for editorial models to have an agency in each of the major markets such as New York, Paris, Milan, Tokyo, and London. Do I have to have more than one agent? Definitely not. If you’re happy with your agent and if they’re submitting you a lot and getting you auditions and go-sees, then you don’t need to sign with additional agencies. Sometimes all you need is a good working relationship with someone who truly understands you and who is doing everything possible to further your career. If things are going well, it’s perfectly fine to stick with it! MODEL GUIDE | ISSUE 04
Do I need to ask permission from my current agency before I sign with someone else? As long as your contract is non-exclusive, or allows you to sign with other agencies outside a certain geographical area, then no, you don’t have to ask permission. You’re free to sign with as many agencies as you’d like. If you’re unsure about the exclusivity part of your contract, always ask your agent to clarify the details before signing with someone else. If you go against the contract and sign anyway, you could be dropped from your contract. That said, you should still be open and honest with your current agency, especially if you want to continue having a positive working relationship. The more your agency understands your career goals, the more they’ll be able to help you reach them. Plus, it’s the professional thing to do. What are the downsides of having multiple agents? Having multiple agents in one market makes life a little more complicated. Because models are rarely allowed to sign contracts with multiple agencies in the same city (they’ll more than likely book you for the same jobs, which is confusing when it comes to figuring out commission), you’ll have to sign with agencies that specialize in different areas. That means, travel, travel, and more travel.
Even if the agencies are in the same state, all of those travel expenses really add up. And while you can claim things like mileage, parking, and toll fees on your tax return, you’re still be paying upfront for 100% of these costs. Contrary to popular belief, agencies don’t pay for their models’ ongoing expenses! Also, having multiple agents means having a busy schedule. It can be tricky to juggle all of those auditions, gosees, and bookings with your everyday life (work, family, school, etc.), especially if you have to drive or fly a lot. You’ll need to be on top of everything at all times to ensure your commitments don’t interfere with each other.
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