I would like to preface this post by gently reminding everyone that agency representation should not be your ultimate goal as a voice-over entrepreneur. Having a top-tier agent certainly gives you a little more “street cred” and oftentimes opens doors to bigger auditions, but it is not the turn-key to success in this industry.
Now that we’ve gotten that out of the way, let’s talk about the when and how of marketing (and networking) yourself to agents!
WHEN: This goes without saying, but until you have a professionally produced demo, seeking agency representation will not only be fruitless, but could also have a negative impact on your future relationship with said agent or agencies. If there is any turn-key to success, it’s having a smoking hot demo that not only helps you snag an agent (or multiple agents) BUT will also help you rise above the noise to get your voice into the ears of folks who can hire you directly.
Assuming most of you already have professionally produced demo(s), let’s chat about when the best time to seek representation might be. Let’s break that answer down into a few categories. If we’re talking in terms seasons, I would recommend early summer. June and July are infamously slow for agencies and production houses.
If we’re talking in terms of what day is best, I typically pick Tuesday or Wednesday to prospect. Why? Well, they don’t call it Manic Monday for nothing. Thursdays can be hectic too, as people are typically trying to tie-up the week’s loose ends so they can bust out early on Friday. As far as weekends are concerned…..don’t do it. It’s rude. Prospecting on the weekends not only shows a complete lack of regard for the time that most people set aside to spend with their loved ones, but it also puts your email in that big bulk of untouched emails that people hurry to get through on Monday morning.
As for the time of day, I would recommend mid-afternoon, and be sure to double-check their time-zone before you press send.
HOW: A great resource to gather intel and create your strategy is Voicebank.net. Voicebank has a very thorough list of all the agencies in North America, and they’re conveniently listed by state. Oftentimes agency contact info is listed on VoiceBank as well. Before you go into a prospecting frenzy, be sure to go over the agency’s submission policy with a fine toothed comb. You can typically find their submission guidelines on the agency website.
I used to do a lot of casting through a talent agency and I can’t tell you how many times people called my personal cell-phone asking me to consider representing them. They would call on the weekends, they would call at 10pm at night, they would sometimes call several times in a row, or every day, and leave multiple messages. They snagged my number from the agency website on a page where it clearly said in big, bold font, “DO NOT CALL.” If you follow directions, and keep your cool, I promise you will stand out in a positive way. If there’s one thing I learned during my time as an agent, it’s that the majority of talent are impatient, and oftentimes recklessly inconsiderate.
By the way, I NEVER called any of those people back.
Here’s the thing, agents are great. I have a handful of agents that I LOVE collaborating with and highly respect. That being said, I probably only get fifteen to twenty percent of my income from my agents. I know some people that collect agents like I used to collect treasure trolls when I was a kid. If it’s your dream to have a top-tier agent, I encourage you to pursue that dream and hope you’ve found this email helpful.
If you’re waiting for an agent to come along, pluck you out of a sea of submissions, and set you up on a pedestal, don’t hold your breath. Agents are busy people trying to make a living just like you and me. Agents aren’t in the business of discovering talent and making them voice-over superstars. They’re in the business of servicing their clients by way of supplying them fabulous voices like yours.
Here’s my last thought, and “Zig Ziglaresque” moment of the day: You have everything you need to achieve success to whatever degree you want to achieve it and YOUR TIME is now.
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Lisa Biggs is a full-time professional voice-over actor, creator of Voxy Ladies and co-creator of Camp Vox. She’s been lending her unique sound to national campaigns and global brands for more than a decade. For more of her work, visit lisabiggs.com.
