Let’s talk about two of my favorite “A” words: AWESOME AGENT! How do you find one? How do you nurture an amazing relationship, once you have one? The agent universe can strike fear into the heart of the most courageous voice-over artist (and, if we’re all being super-honest here…it’s not JUST the new VO humans)! Karen-Eileen Gordon coming to you blog-a-liciously, to plant some helpful seeds of thought, about one of the core humans on your voice-over team: your agent.
Let’s have some fun with this…here’s one version of what AGENT could stand for…
A = Associations.
A very, very powerful way “into” an agency is associations, or connections: someone the agents already know and love who is willing to vouch for you! If you’ve decided a certain agent or agency is a great fit for you, consider putting out gentle feelers and see who in your circle (or one degree, two degrees, three degrees out—A friend of a friend?) knows the agent, or knows someone who works at the agency, or knows a talent who is represented there. Fun story along these lines: my first big voice-over agent was Beverly Kline, at Independent Artists Agency in Los Angeles. This was 10 years ago, and at that time agents wanted to meet face-to-face, all day, to get your vibe and energy and hear you live! I got in the door for a meeting because of an ASSOCIATION: I gently scoured my connections to see if anyone knew her, or if anyone I knew was already repped there, AND if they were willing to recommend me. I found someone who knew my work and was willing to create a bridge: they sent an email and said, “Hey, you really need to meet Karen-Eileen.” YAY! I was a very new voice to this very established
company, so I did something quirky…my branding used to be “Special K-E” (a riff on the cereal Special K, and my name), so I packed a little basket with a bowl, Special K cereal, milk (cow and almond milks, just in case), fruit, a pretty spoon and napkin…and a CD of my demos with cover art that was a play on the Special K cereal layout. Cheesy? Yes. Did it work? YES! Beverly later told me it was one of her favorite new client meetings ever!
G = Get Your CEO On.
You likely already know this and it’s great to be reminded: you are CEO of Voice-Over You, Inc. As CEO, I want to gently suggest that you ERASE the following phrase from your mind and
words: “My agent’s just not sending me out enough” and “I don’t get enough auditions from them.” NO! NOT! CANCEL! While an agent can be a crucial part of a thriving career, they are
not THE source of your auditions. They are ONE source. You are still CEO, still in charge of your business and your product (which, by the way is YOU and
your fabulous voice) and as such, your agent is part of your team, like a sales force. It’s our responsibility as voice-over artists to embrace all aspects of our careers…including seeking places for work, marketing, and networking. And by the way, this mindset will thrill your agent eternally!
E = Everything commissioned (EXPLORE this option!)
This is my humble opinion: another way to strengthen your relationship with your agent is to offer to commission them on everything, even the stuff you get on your own. Why? Because you and your agent are a team. And until you book a job, an agent is hustling for you—for free! They will likely get you many opportunities that you do not book, and you will likely seek auditions on your own that you do not book—those are the statistics of this business (if you ever meet anyone who tells you they book everything they audition for, they’re likely trying out some comedy material). So, when your agent brings you an opportunity that results in a job—it’s a huge victory for everyone (with you keeping the majority of the money involved). If you share a commission on the gift of a job that came through your own energies—what a magical way to reinforce the agent’s enthusiasm for (and partnership with) you…it’s also a wonderful way to communicate clearly that you wildly appreciate the relationship itself, and what they do for you. I’ve been blessed with more than one excellent voice-over agent…and with some I simply popped a check in the mail, commissioning them–and that was received with glee like Christmas-Hanukkah-Kwaanza-All-Holidays! With some I offered and they gratefully accepted…and with my LA agent…she was so pleased to be asked, and responded that she felt commissions on booked work were fine for her–though if a six-figure booking came along she would absolutely reconsider.
N = Nice check-ins.
Every human is different, and every agent is unique like a snowflake. Keep lines of communication open, and find out how your agent likes to be checked-in-with (Phone? Email? Text?), and how often. Are you going out of town, or are you unavailable for a few days or a week or longer? MAKE SURE to “book out” with your agency, so they’re not working hard for an audition you’ll need to pass on. “N” can also stand for Next Level—which is where a great relationship with your agent can take your voice-over career.
T = Total respect.
It’s hilarious that I need to say this: Agents are people, too. Hilarious and also head-shaking…because I have lost track of the horror stories my agent friends have told me, about cringe-worthy disrespectful behavior directed at them on social media. Again, something you already know, and it’s worth repeating: before you seek an agent, you want to be comfortable and confident in your abilities. (If you have demos, you want to be able to easily reproduce the storytelling mastery your demos present…you get ONE SHOT to make a fabulous first impression!) Social media has made agents accessible in an unprecedented way. On behalf of my agent lovelies, I pass this on: please please please do NOT post or message an agent telling them all about YOU and YOUR demos, asking will they meet YOU, and showering them with questions about if they think they can get YOU work?! (It happens all the time.) Sigh. Agent connections and relationships thrive with the same kind of love and attention that produces killer voice-over work: authenticity, truthfulness, respect for the written (or tweeted or posted) word. If there’s an agent that’s on your wish list…start gently. See what they’re posting about, perhaps like and comment to add value and discussion. Do they post videos on YouTube, LinkedIn, their own website? Watch! Comment as authentic you!
Another tidbit of wisdom my agent lovelies have shared: agents need you just as much as you need them. They’re just as excited about the voice-over world as you are. From me and your future fab agent: we wish you great success and wondrous relationships on your agent and voice-over adventure!
