What Not to Do When Looking for Agency Representation
Last Updated (Tuesday, 18 May 2010 09:10)
by Sandie Torres
Before I created YourBeautyIndustry.com I spent hours on end reading and attempting to answer emails from makeup artists and hair stylists looking for representation. I began working in the beauty industry by running a booking agency for hair and makeup artists. The agency grew because there was a huge demand for it, the demand was bigger than I could manage myself.
It was quite obvious that there were WAY more artists needing representation than there were agencies. The idea of this and the amount of inquiries and phone calls I was receiving on a daily basis became overwhelming for me. That was when I started the YBI Newsletter so that I could attempt to answer some of the most frequently asked questions…then the newsletter turned into the website and the website into the print magazine. So there you have it, the history of YBI in a nutshell.
Along that journey as I mentioned I received thousands of inquiries about representation. Let me start by saying that there were a ton of amazingly talented artists that contacted me but the other half of inquiries were questionable because there were so many mistakes made in how they approached me. During my time as an agent the industry changed quite a bit, as did the world and technology. Texting and writing in short-hand changed things in my opinion. MySpace and Facebook changed the ways of communicating drastically and also the way portfolios are presented (website vs. an actual printed portfolio). With all that being said, there should still be a level of professionalism when approaching an agency for consideration. So I’ve made a list and I hope that it helps. If you REALLY want representation, please keep the list in mind when reaching out to an agency.
Your Portfolio
• Don’t show your portfolio until it’s ready. There’s nothing worse than hearing “this isn’t my best work.” Why would you be displaying anything but your best work? Get your portfolio looking stellar BEFORE you approach an agency. Then of course you can always make improvements and add to it but make sure the portfolio you present IS your best work.
• Print AND Web Portfolios. When including a link to your portfolio for submission, make sure it's a link to your own website- not Facebook, MySpace, Model Mayhem, etc. You can do relatively inexpensive sites or even free sites through companies such as Intuit. Your site doesn’t have to be over the top, just present your work, your experience and your contact information. PRINT YOUR WORK. I say this all the time, even though it might be rare that you are asked nowadays to show your printed portfolio, it’s always best to have an updated printed portfolio. As a magazine editor, I would want to see printed work before I hired someone to do anything in print for me. If someone does ask you to see it you will be scrambling to get prints last minute, if you keep up with it as you go it will be much easier.
• If you don’t want someone’s opinion on your portfolio, don’t ask for it.
I can’t tell you how many times someone has asked me to look at their portfolio and when I gave my opinion they were super defensive. If you don’t want someone’s opinion, don’t ask for it, really. It’s a waste of everyone’s time.
• Be prepared for a critique. On the other hand know that when you submit your work, many times an agency will tell you what you need to work on. THIS can be difficult to hear. I totally understand that. You are an artist and this is your work. Try, if you can, to step back and listen to what the agency is telling you. It may not be that they don’t like your work (of course that may be true sometimes too) but perhaps they are telling you what your portfolio is lacking in order for them to get you work. (For example if you have a lot of creative looks and the agency tells you that you need more commercial work). You always have a choice so if you disagree with what the agency says then keep moving but try not to take it too personally. When you submit your portfolio you are asking for a critique.
Email Etiquette
You are most likely sending your resume and website link/portfolio through email but don’t forget that you should still be sending your information in the good old fashion professional way.
• Write a proper cover letter
• Include a signature with your contact information
• Grammar! Don’t write short-hand, it’s best to sit at a regular PC and type your emails, use spell check and make sure your grammar and punctuation are correct. THIS COULD BE YOUR FIRST AND ONLY IMPRESSION, so make it a good one.
• Be careful how you write. Ask someone else to read your cover letter or introductory email. We all know emails and texts can be interpreted differently from how you intended. Get someone else’s opinion if you can. Confidence and passion can sometimes be misinterpreted as arrogance.
• Be confident. Never start off your email unsure. I read a lot of emails that started off with “I’m not sure if…” Be sure and make sure your subject line and first sentence are good ones. Remember, if you are sending an email to someone who is extremely busy they may only read that first line.
• Be gracious. Remember what I said in the beginning- that there are way more artists than there are agencies out there. So maybe you are pretty sure that you are THE most talented artist in the world, still be gracious and try to understand that you are competing against thousands. Your talent is super important but so are your professionalism and attitude.
• Be personal. Don’t send a mass email and cc everyone and their mama on it asking for representation. Send individual emails to the appropriate person, make them feel like you are familiar with the agency. (If you are sending a mass email, bcc everyone at least).
• Don’t be rude. That seems so obvious doesn’t it? If an agency hasn’t returned your call or email and you send them a rude email saying you deserve a call back, etc…do you think that’s going to make someone want to call you back? Remember that an agent is looking for artists that will be representing him or her and the entire agency out on gigs. If they see that you have an attitude problem, it’s probably a little too risky for them to take you on.
Miscellaneous
• Follow the agency’s guidelines. Find out what the agency’s guidelines are for consideration and submission. Some have designated days and times that they will allow artists to come in, some say “no phone calls”…find out what the rules are and follow them.
• Get a meeting. If you can get a meeting you’ll have the chance to show your work but also your winning personality and passion in person.
• Follow up, the right way. It does pay off to be persistent but you have to make sure you are doing it the right way- you definitely don’t want to be annoying. Sending an update to your portfolio or contact information I think is fine, as long as you are staying within the agency’s guidelines. Emails or calls should be super polite and brief.
• What’s your name? So I made a HUGE mistake with my business when I started out so I figured I would share this one with you. I named my business “Lily Artist Management” but my name is Sandie Torres. This set me back with potential clients because they didn’t know who I was and people were always asking for Lily…it was just confusing. If you are going to be a freelance artist, I would suggest sticking with your name. I don’t mean if you are opening up a studio or salon and need a business name- this is for you as an artist, promoting yourself and looking for representation and building clientele, etc. You are the product in this business, stick with your name and it will be easier for people to remember YOU.
As I wrote this list I realized I could literally write for days on this subject. I am happy to answer your questions. If you would like to send your questions to me I will answer them honestly and post them. Email
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and put “Agency Questions” in the subject line. Please make note if you would like your name excluded from the Q&A section.
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