Last week, we cleared up a bunch of common issues actors have around representation, to help you make the most of your relationships with your reps. This week, we're getting into the nuts and bolts of how to find not just an agent or manager, but the right agent or manager.
It's tempting to just ask your actor friends to refer you to their reps - and that's the extent of what most actors do when looking for new representation. There are two problems with that approach: whether the agent or manager who is right for your friend is also right for you is a total crapshoot (assuming your friend is with the right one in the first place), and a referral from another actor carries very little weight (because we're not industry decision-makers). So what can you do instead?
- Research. Hop on IMDbPro and start searching. Who reps the guest cast on the last three episodes of your favorite shows or your favorite films of the last year? (Not the leads… they're with the big guns who will find you when you're ready. Look at the actors in the kinds of roles you're likely to audition for; co- and guest-stars, smaller supporting roles.) Seen any actors in workshops, classes, local theater, etc. whose work you love? Who are they with? If you graduated from a notable training program or are part of a community like improv, stand-up, 99-seat theater, etc., look up your peers and see if you see any trends in who represents them. This will help you hone in on agents and managers who share your creative sensibilities and know how to rep clients at your career level and with your skill set. (It's ok to look up your friends too - but also look at the other actors on their agent/manager's roster to learn more about what kinds of actors they tend to represent.) You should see some trends start to emerge, people or companies that come up again and again. Keep going until you have a list of about 10 of those names. This is your target list.
- Network. You know how I'm always yammering about the importance of casting relationships? Here's a great example of why. This stage of your search is a perfect opportunity to reach out to the casting pros on your 'Fans' list - it only takes a few - and ask their opinions about the people or companies on your target list. Remember, you're not asking for favors or referrals, but for opinions - a critical distinction, as the former makes you sound like a mooch, while the latter makes you sound like a professional. Why do you want their opinions? Because casting people deal with agents all day every day, so they are uniquely qualified to tell you who pitches, who's rude, who they'd expect someone like you to be with, etc. - and that's priceless feedback. They may offer to refer you, which is wonderful, but not required. You can also ask if it would be ok to mention that they sang the agent/manager or company's praises; this is a real pro move, because it makes both the agent/manager and your casting fan feel good about themselves, and it lets the agent/manager know that you share a professional relationship and have a similar sensibility - which is the same thing a referral does. Jackpot!!! Go through this process with working actor friends as well, just understand that they'll provide a different perspective, since they work with agents/managers in a different way.
- Pitch. It's finally time to reach out to the agents/managers themselves, and there are lots of ways to do it. If someone has offered to refer you, ask what they think is the best way to reach out. If you're going it alone, check out the rep's website to see if they say how they like to receive submissions. If not, you get to decide what works best for you. What's your preferred mode of communication? Phone? Email? Social media? Find out if if the person or company you're targeting is doing any workshops around town - meeting a rep at a workshop is a great way to eliminate the middleman and guarantee that they'll see your work. (Only do this if you have prepared material you feel great about. And if you don't, schedule a coaching session and we'll find you something!)
What should you send them? A current headshot or two; enough to give them a sense of your main looks, but don't go crazy - they don't need to see everything your hair can do. If you have a reel, website, or other goodies they can check out, include links to that too. (No one is sending reels on CD/DVD anymore - get your stuff online.) And a cover letter. What should you say? For starters, assume they're asking 'why am I getting this?'… And answer. A referral, they rep these 3 actors you know/love, something to set you apart from the crowd of submissions from actors who buy a pack of labels and submit to every rep in town. Then, think back to last week when we talked about what you have to offer. If you've got great training, mention that. Have you booked jobs on your own, without representation? Say so. Done theater? In the union? all good. Keep it short, 2-3 sentences. I won't tell you exactly what to say, because it should come from you. (Some coaches have "templates" that they claim will get you lots of responses… But all those templates do is make agents wonder why they're getting a bunch of submissions that sound exactly the same.) Put a little personality into it, keep it short and professional, and you'll stand out. One thing you don't need to say is 'I'm looking for representation.' They know why actors send them stuff. A nice 'I look forward to talking with you' - however you want to say it - is all you need.
Ok, I know I said this would be a two-part series, but we need one more installment to cover meetings and follow-up. So tune in next week for the third and final episode!