As a coach for Such A Voice, I have to say that one of the most popular topics students ask about is agents. Do I need one? How do I get one? How much do they charge? What can they do for me?
In all honesty, you can have a very successful voice-over career without an agent, but I do think they’re a great part of a multi-tiered marketing plan. In order to decide if getting an agent should be in your plan, it’s helpful to understand exactly what they do.
Some voice over agents are housed in an agency that represents all types of talent (models, TV/film, hosts, celebrities). If it’s a larger agency they’ll have a separate voice-over division, so the agent or agents in that department will handle voice-over only. In a smaller agency, often times it’s only one or two people, for example the owner and an assistant, who run all of the divisions.
Agents specialize in y finding opportunities, booking auditions, and negotiating contracts. These days a lot of voice-over opportunities are searchable on the Internet, however, agents usually have unique contacts and connections. They often have working relationships with studios, advertising agencies, post-production houses, etc. They’re notified of opportunities that you wouldn’t otherwise hear about if you didn’t have an agent..
So how does it work? First, the agent gets an email with potential projects for commercials, narrations, animation, etc. The agent will go through their talent roster to find matches for the voice-over specifications of that project. They’ll either submit demo reels to the client or they’ll request a custom audition from their talent. In the latter case, the talent will receive a script that has all the necessary information. The voice-over talent will return the finished audition to the agent and then the agent will submit it to the client for review. Prior to submitting the auditions to the client, the agent will listen to them and sometimes they’ll ask for revisions. If another take is needed, the agent will give notes and the talent will make another recording..
The bottom line is an agent wants their talent to book the job. After all, an agent won’t earn a single penny until their talent has a contract with the client.. Agent’s earnings are 100% commission-based. When their talent books the job the agent will start their negotiations for the rate the talent will earn. The agent earns 10-20% of the rate so it’s in their best interest to negotiate the highest amount possible. After negotiations are complete, they’ll send out the terms and job details to the voice talent (date, time, location, who to report to, etc). Often times the talent will record at home. Once a job is complete the payment will go straight to the agency. They’ll deduct their commission and send the talent the remaining amount.
Another part of an agent’s job is to stay fresh and current, so they spend a portion of their time interviewing new voices, attending conferences, and speaking at workshops. This is an important part of the agency remaining competitive.
You can typically have multiple agents as long as they are not in the same competing market. Some agents will require exclusivity for an area or request to be your only agent. Before signing anything, you want to make sure you agree with all of the terms. The more successful you become, the more exclusivity the agent may want. It’s a good problem to have!
Since agents only earn income when you book work, they’re most likely not going to be interested in working with you until you’ve become established. They need to have the confidence that you’re bookable. If you market to agents too early on in your career it could be a waste of time. However, if have been getting encouraging feedback from your coach and your demo reel is outstanding, you could try seeking representation in smaller markets. Many small markets have talent agencies that are willing to work with new talent. You might have less competition in Denver or Portland as opposed to New York City or LA.
Most voice-over actors have no idea how hard an agent works all day creating opportunities, fielding offers, pitching their clients, and listening to auditions. If we voice actors are lucky enough to secure an agent, we should be happy to pay them for their well-earned commission. Personally, I feel that having an agent is a wonderful addition to an overall marketing plan. An agent shouldn’t be your only avenue for booking work, but it’ll certainly add more jobs to your repertoire.
Jan has an extensive background in the entertainment field as an actor, voice-over artist, model, and dancer. She started acting and dancing in her hometown of Berkeley, CA. While attending an acting school in San Francisco she found a flyer announcing a voice over workshop taught by the legendary Lucille Bliss of Hollywood. Lucille helped Jan record her very first demo reel (on an audio cassette,) and Jan immediately began booking jobs. She went on to study acting and dance at The Guildford School of Acting in Guildford, England, and upon graduation relocated to Los Angeles.
Over the years Jan has had a recurring role on a soap opera, acted in two Sundance award- winning films, had one film go to Cannes in 2015, and has modeled for many national and international print campaigns. She danced with a Bay Area based dance team for 5 years that performed in many parades and theme parks including the Macy’s Thanksgiving Day Parade, Disneyland, and The Hollywood Holiday Parade.
Her voice over work includes numerous national and international commercials, video games, apps, narrations, audio tours, tutorials and cartoons. She has made announcements for advertisers during events at Madison Square Garden, and she has an annual recurring gig as the announcer of the video game nominees for the Game Developer’s Conference Awards at the Moscone Center in San Francisco. In an effort to give back to her community Jan has taught voiceover at continuation high schools in the Bay Area, and has worked with autistic teens at Actors For Autism in North Hollywood.
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