How can an Agent create long-term success for their Talent?
Alex is the Managing Director of major UK talent agency InterTalent. He represents his clients alongside overseeing the agency's creative strategy, day-to-day operations & acquisitions.
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🤔 How can an Agent create long-term success for their Talent?
One of the biggest myths about being an Agent is that when your client lands that first mega job then everything comes very easily from there. As if the momentum just exists forever and you barely have to lift a finger. The jobs, and the money, will just keep rolling in. That couldn’t be further from the truth.
The real story is that this is when the hard work really starts. While some talent believes their ‘moment’ will last forever, the reality is that nothing ever does. So there’s no time to rest on your laurels. No matter how incredible your client is. As soon as that first great gig together is confirmed you’re ecstatic for roughly 10 seconds before thoughts immediately turn to ‘but what are they going to do next?’
Achieving longevity in a world where attention spans are diminishing, technology is advancing rapidly and the demand for ‘more’ and ‘new’ is overwhelming takes a real strategy. The ‘fight for attention’, as the media has labelled it, is only getting fiercer.
This is a big topic and one that dominates many of our team meetings at InterTalent across all our divisions. We talk about the future nonstop. Not many Agents do. Most only think about the now. Planning our client’s futures and how we intend to proactively execute those ambitions (while simultaneously managing their expectations, pushing them to work even harder and be open to new possibilities) is a major part of how we represent our clients. We refuse to be reactive and wait for phone calls. Anyone can pick up a ringing phone if your client is having a ‘big moment’.
When your client is having that moment, a lot of pitfalls can present themselves:
‘Money jobs’ come thick and fast, and not ones you should accept… but it’s tempting enough to throw away all credibility overnight.
They want to say ‘yes’ to everything out of fear.
Ego grows which makes it harder to manage expectations.
The hard work is done. Time to just ride the wave.
And that success will last forever with or without a great Agent.
So here begins one of the biggest challenges of an Agent’s job.
I’m going to outline the key ways to stay ahead of your competitors, remain relevant and achieve consistent creative & financial success. Achieving that, in many ways, is what separates the best from everyone else.
Let’s go! 👊
Over the last 14 years working at leading talent agencies I’ve picked up a lot of thoughts on this topic.
✍️ So here are my 14 tips for an Agent & their Talent to create a long & successful career:
1️⃣ Strategy. You’d think it happens without fail, a fundamental basis of our job, but I’ve learned that not every Agent actually plans in detail with their Talent. Sit down and plan the next 1, 3 and 5 years. Agree on a vision then work out where you want to go, and then how we are going to get there. Plot the easy wins. Work out a tactic for the harder ones. Set your boundaries on the sideways moves (it’s ok to admit you need to accept certain jobs for big money). Creating a strategy with your client based on an agreed Agent/Talent vision is an absolute must for longevity.
2️⃣ Visualise. Once the strategy is in play - keep putting it out into the world. Don’t forget about it after a week. Everyone will have their own visualisation methods, even if it’s without realising, and it’s a powerful tool. Positivity is a dominant force.
3️⃣ Surprise. This is my #1 tip. If your talent wants a long and successful career then you have to keep surprising people (authentically, of course). Change it up, and go down paths no one will expect. Keep everyone on their toes. In my last job many years ago I had the privilege of working with one of the most well-known movie stars in the world. Once he had finished a career-defining job, instead of taking all the similar, mega-money jobs that just fell into his lap he decided instead to do an art house film, a musical and a very dark play. It was a conscious decision, based on a clear strategy that has made him one of the most impressive actors in the world. If he had done what everyone expected I suspect life would be very different. You have to keep surprising people. Don’t allow yourself to become obvious. Hey, maybe even start a blog…
4️⃣ Adapt. We know we have to do it, but change is hard for Agents and Talent alike. The ever-changing media and entertainment landscape is moving faster than we can keep up. Those that are progressive, adapt to how the world is today and, most importantly, take it seriously are usually the biggest winners. It has to be a non-negotiable for all Agents & Talent now. I will often have a big discussion about an existing or potential client’s outlook on adaptability. We want forward-thinking individuals who will embrace new worlds.
5️⃣ Adopt. Adapting involves adjusting or modifying what your talent does to fit an ever-changing landscape, but adopting it is even harder. That’s all about changing your mindset to make it a part of your professional routine. It’s like downloading that shiny new app and then never opening it. Adapting is only worth doing if you actually adopt it. Yes, your client might launch a Youtube Channel, start writing that book or plan their first live show, but there’s no point if you don’t see it through. I’ve mentioned being ‘ahead of the curve’ about 100 times but if you are an early adopter then you might become the trailblazer!
6️⃣ Audience. What does your audience want from you? Have you ever asked them? When you’re thinking about which avenues to take, what would be a success - you’re thinking about what an audience wants from you. Nothing wrong with asking them - you may well be surprised with what you get back! This leads me onto…
7️⃣ Authenticity. Yes, the A word. It gets thrown around every 5 seconds but it’s the foundation for everything. Audiences are savvier than ever and they’ll call you out otherwise. Be what you are, not what you’re not. If you love a project unconditionally then it doesn’t matter what or where it is, it’s a good move. You will only have regrets if you accept a job for the wrong reasons.
8️⃣ Relationships. It’s not what you know, it’s who you know. It’s true. The more people you know, the more doors that can open. Get out there, be sociable, meet people, and create possibilities. I’m always telling my team to be brave and front-footed. Our mantra at the company is ALWAYS GO. I hear that phrase every week in our office. Every moment to socialise is an opportunity. I’ve got a new strategy for this. I take a certain amount of business cards with me wherever I’m going and I’m not allowed to leave until I have none left. It pushes me to start new conversations. Anyone who is at the very top of the game knows the most people.
9️⃣ Teammates. Being part of a multi-faceted team can obviously provide way more opportunities for your clients. If you have colleagues who have different conversations, meetings and information then Talent can really benefit from an agency whose offering is wide and varied. Diversity of thought leads to innovation. This is the very basis of life for us at InterTalent. It’s a non-negotiable that we help each other’s clients succeed, share information and collaborate daily.
🔟 Listen. Find a mentor who can take you under their wing. Nothing beats getting wise advice or reading everything you can to know your game better. Too many people only care about the now. You can improve so much by delving into what has happened in the past. I read a lot about other Agents to understand their tactics, motivations and processes. It amazes me just how many people in the industry have no interest in learning.
1️⃣1️⃣ Attitude. Just be nice. Be good to work with. Be positive. Be open. If you’re good to work with then buyers will come back for more. There’s nothing more frightening as an Agent than meeting a potential client, being super excited, looking at their CV and you see that they’ve never worked with the same person twice. RED FLAG. If no one gets re-hired by the same people then I worry.
1️⃣2️⃣ Consistency. It doesn’t matter if your client is a content creator, a Shakespearean actor or a current affairs TV host… you have to want it more than everyone else and to do that you need to be consistently brilliant. Bring your A-game every single day so that you’re ready for the next exciting opportunity when you least expect it. Keep focused, be prepared and have…
1️⃣3️⃣ Patience. Everyone needs it. Agents and Talent. If you want to do business together then it’s important to have faith even when it’s really quiet. If you believe in each other’s abilities to execute the agreed strategy then hold your nerve. It’s stressful, of course, but a great team will win.
1️⃣4️⃣ Initiative. Everyone can broadcast from their own channel so there are no barriers to entry anymore. If you make a film you can put it on your own website behind a paywall. Not on Netflix. Not at the Everyman. An audience truly will go anywhere for great content and that distribution is now in your own hands.
👉 To break it down:
If you want to create sustainable growth, consistent success and cut through time and time again then to put it simply: you have to perfect the art of ‘STRATEGY & SURPRISE’ and ‘ADAPT & ADOPT’.
Plan a road map over the next 1, 3 and 5 years. Change your way of thinking. Get with the times. And every now and then go left when everyone expects you to go right.
To wrap up here are a few recommendations to check out:
📚 TO READ:
Elon Musk took someone's @x handle and paid him nothing. This has caused much debate. Seeing as he owns the platform, can Elon just take any handle he wants or should he have paid the owner for it?
Lionel Messi's Billion-Dollar Impact On US Soccer How this one signing could change the fate of an entire sport in America.
How to get the best out of ChatGPT. Understanding how to interact with AI such as ChatGPT will soon be as key an office skill as ‘proficient in Microsoft Excel’.
🎧 TO LISTEN:
Recode Media What happens when media, entertainment, and technology collide? A really cool interview pod with top industry execs.
TellyCast A fantastic podcast all about the UK TV market. Plus it’s also a brilliant newsletter. Oh, and I’ve been on the pod so yes I’m biased.
Hoaxed An investigation into one of the most serious British conspiracy theories. All set in Hampstead which is a place I’ve been to a million times. Crazy how stories like this can literally happen on your doorstep.
📺 TO WATCH:
Dreaming Whilst Black, BBC It’s just so good. It’s full of laughs and tears. It’s one of the most relatable things I’ve watched in years. I binged the whole thing in one night!
The Bear, Disney+ So post-Succession I was feeling bereft. In stepped The Bear. I’m still on Season 1 but the hype is definitely worth it. The writing is first class and the performances are breathtaking.
The Sixth Commandment, BBC Yes, that’s the drama you’ve heard about but maybe haven’t watched yet. Watch it. It starts off so polite, low-key and slow… and then BAM. True crime done perfectly.
See you next time!
Alex
📥 alex@intertalentgroup.com | 💻 http://www.intertalentgroup.com
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