What does an Agent look for when signing a new client?
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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Today, let’s talk talent. What does an Agent look for when signing a new client?
I’m going to get the obvious answer out of the way: a star. I could just write two words and be done with this whole post. Every Agent wants a star. In theory, an Agent is always going to want someone who is culturally relevant, talented, has a strong fanbase, is wanted by the bosses at those big shiny places and, yes, will generate money for all involved. In this scenario, the emphasis is actually on the ‘star’: Which Agent out there aligns with their vision? Who understands their challenges? Who is best positioned to succeed beyond what their profile can already generate?
A two-word blog would be boring (albeit much easier for me to write), so for the benefit of producing something more interesting for you let’s focus on someone who isn’t Ryan Reynolds.
In my 11 years at InterTalent (and counting) I’ve had the good fortune to work in both Scripted & Unscripted. I’ve represented Shakespearean actors, Reality stars-turned-Branding powerhouses, BAFTA-winning documentary filmmakers and everything in between. On the surface, they might have nothing in common but, to me, everyone I’ve signed has always ticked the same boxes…
WHAT MAKES AN AGENT WANT TO SIGN SOMEONE?
TALENT: Obvious, right? Every Agent is different, with different tastes and views on what a talented person looks like. Either way, an Agent has to be grabbed immediately by what you do. Literally within seconds. InterTalent’s company motto is ‘Transforming Careers for Exceptional Talent’ and that’s what it’s all about. It’s why I believe Agents want to be Agents in the first place. To work with artists and create opportunities to help them rise even further.
USP: How are they different from everyone else? What is it that sets them apart from the competition? It could be a specialist skill, a striking look, an amazing CV or a fascinating backstory. The more USPs someone has the more exciting they become. It’s a dogfight out there and we need to work every angle.
DRIVE: There’s nothing worse than wanting your client’s career more than they do. It does happen. You want a client who runs at 100mph, to make you run 120mph. Your client’s drive is usually the key factor that separates those who do okay and those who are super successful. They’re competitive, they have an edge and they’re consistently consistent. They keep you on your toes. There’s nothing worse than putting in 100mph when your client puts in nowhere near that. I’ve had it and it’s no fun.
AUDIENCE: With distribution so decentralised, talent can easily work to build their own audiences online. It’s really helpful for Agents to be able to test the strength of the demand for that talent via an already established fanbase. The fact that talent can take their careers into their own hands is really exciting - and straight away allows you to gauge their commercial appeal and marketability. This leads me onto…
BUYERS: The crux of any new signing conversation within the walls at InterTalent. Who are their buyers? We sell. We need others to buy. We need to know from the very outset who is buying our talent in Year 1, 3 & 5. Where are the openings? Who wants them? Who cares? If you don’t immediately know who the first person you’re going to call is then the chances are they’re not right for you.
SELF-AWARENESS: Managing the expectations of your client is never easy, but it’s even harder when you have completely different views on where they are in the food chain. One has to own their own territory before heading off to try and conquer others. Being on the same page from the get-go is hugely important… and that comes with transparency & honesty. If they can take the facts, and trust in your judgement, then it could be the start of a beautiful thing.
COMMISSION: Can they make money? Can they make me money? It’s not the defining factor (it’s why I’ve put it down the list), and creativity rules always, but let’s be honest: I’ve never met an Agent who doesn’t want to make money. If a potential signing can do that in the short-to-mid term then it’s going to go a long way. Limited income but heavy servicing isn’t good business.
VIBE: Sometimes you just don’t want to sign someone. As great as they are, as lovely and hard-working as they seem you just don’t feel it. I suspect deep down it’s a mix of some of the above not quite clicking or they don’t fit the overall creative vision of the Agency, but when push comes to shove, no matter what a potential client says in a meeting, an Agent always has to go with their gut. You have to find people you are proud to represent, proud to be their ambassador and work your butt off for them daily.
Finding exciting talent and signing them is actually an art form. It’s a real skill. Agenting is a commodity business and if you can’t suss out great talent then it will be very difficult to get ahead. If you can develop a knack for it then spotting the stars of tomorrow is actually really fun. It’s the main reason why I think it’s the best job in the entertainment industry.
To wrap up here are a few recommendations to check out:
TO READ:
Lionel Messi signs for... Inter Miami? Huddle Up, the #1 Sports Business blog, details the numbers behind Messi’s shock decision to turn down a return to Barcelona and sign for the MLS’s newest franchise, Inter Miami.
Is the UK the new global home of Crypto? Andreessen Horowitz, one of the world’s largest venture capital firms, is opening in London ASAP after the UK moved ahead of America & other countries when it comes to regulating crypto and blockchain businesses.
F1 Arcade raises £30 million in latest sign of ‘competitive socialising’ boom Yes, ‘competitive socialising’ is all we want nowadays. We’ve had Flight Club (love that place), we’ve had Sixes (really not my thing)… but I suspect F1 Arcade will blow them all out of the park. The resurgence of Formula 1 since 2020 has been insane.
TO LISTEN:
Business Wars A fun look at some of the most exciting business rivalries of all time. Blockbuster v Netflix is a particular fave. God, I miss popping the VHS through the shop’s letterbox 3 days late.
Reel Blend Ok, if you haven’t checked out film reviewer Kevin McCarthy on TikTok, then do it now. He’s awesome. Once you have, here’s his podcast.
The Therapy Crouch It’s hysterical. That’s all you need to know.
TO WATCH:
The Crowded Room, Apple TV+ It’s good. It’s really good. Tom Holland is brilliant in this psychological thriller. I think the reviews have been a bit mixed. It took me an episode to get into it but then I was hooked.
MrBeast, YouTube Everything about MrBeast is a lesson in perfect content creation. Every cover image, title and word spoken is carefully curated to entice you in and never let you leave. Storytelling in its short-form finest.
King of Collectibles: The Goldin Touch, Netflix This show was actually commissioned just for me. I’m a huge geek when it comes to memorabilia & collectables. I binged it all in 2 days.
See you next time!
Alex
alex@intertalentgroup.com | http://www.intertalentgroup.com