I've gotten several emails regarding model
representation and how to find a manager. In this
article I'm going to discuss: 1) What managers do (or
should do) to assist you in the urban
market; 2) How to find a manager; 3) How to make the
most of having a manager (aka how to work with your
manager); and 4) Why you might need a manager.
What a Manager Does
There is a lot of misinformation where it concerns
model management. For instance, many people believe
it is a manager's responsibility to book work for
their client. That's incorrect. In fact,
in California it is illegal for a
manager to procure employment for his or her
clients under the Talent Agency Act. So
then, "what does a manager do?" you're probably
asking. A manager's role is to
advise and
counsel his client to
facilitate their advancement in the
entertainment industry. It's a very unique role
that requires a lot of personal attention. A
manager can advise a client on anything that
impacts their career, from maintaining the ideal
body weight to curbing a drinking problem to
taking diction classes.
Ideally, your manager should be fairly well plugged
into the entertainment industry. They should have
direct lines of communication to the key decision
makers in the urban modeling industry: magazine
editors, casting directors, photographers, other
models, acting coaches, producers, music video
directors, etc. I say "ideally" because it is
entirely possible for a manager not to have these
connections and still serve your interests well. When
I met Bria, she knew more people in the urban
modeling world than me. (Note: it is the model's
responsibility to make sure their connections are
re-trained to go their their manager once that
relationship begins).
A manager may also be helpful because of his or her
particular skill set. At the very least, your manager
should be able to write well, communicate
effectively, and move fluidly through the world of
business. Remember,
a manager is a
facilitator - they should never get in the
way of something good happening for their client. If
they do, there's a problem.
Sometimes photographers will take on the role of
being a model's manager because they develop a
personal relationship with the model. Models should
be wary of this. If the photographer does not have
the business skills to assist the model, they may
wind up being more of a handicap than a help. When I
started working with Bria and Koi, I had been
practicing law for several years, so I felt perfectly
capable of handling any business matter that came
their way.
So what should the manager do to assist the urban
model, in specific. While certainly not exhaustive,
this list is illustrative of some of the tasks a
manager can undertake to earn his 15%:
1. Coordinate photo shoots with quality photographers
who will help the model stand out from her
competition;
2. Send out comp cards with introduction letters to
magazine editors, casting directors, etc. regarding
his client, as well as creating posts on the relevant
message boards about the model;
3. Assist in the development of an online presence,
including development of a website, Facebook,
Myspace, and Twitter account. This includes
recruiting graphic artists and website designers to
brand the model;
4. Assist in the maintenance of the model's
appearance, including assisting in finding a personal
trainer and good hair and make-up artists;
5. Help find a talent agent to book work for the
client;
6. Counsel and give input on how to improve the
client's career;
7. Help develop new and unique opportunities and
venues for client exposure. For example, an urban
manager might reach out to the comic book community
to see if his client could make a cameo in an issue
and thereby introducing her to the comic book
audience;
8. Provide transportation (where practical) and moral
support at major casting calls and photo shoots, etc.
How to Find a Manager
I cannot tell a lie: it is
not easy to find a good manager
these days for an urban model. The main reason for
this is that the money making opportunities for urban
models are scarce and becoming even scarcer by the
day as supply far exceeds demand. This is the result
of the deluge of aspiring models that appeared on the
scene because of Facebook, Myspace, and digital
photography. Managers only make a fraction of what
their client makes (usually between 10 and 20
percent), and if a model is only making peanuts its
obvious the manager won't make much. To make matters
worse, many of the "fringe benefits" for urban
modeling do not translate to managers. For example,
if a celebrity or pro athlete contacts a model and
invites her to spend a luxurious weekend in the
Bahamas (this happens often for top urban models,
believe it or not), how can the manager realize 15%
of this??? It's an intangible. Often the benefits of
urban modeling fall into this intangible category:
gifts (Bria has received several iPods from fans),
invitations to the best parties and red carpet
events; magazine features, television appearances,
etc. These are all things that are great for the
model, but don't pay any money and will not benefit
the manager (although he may very well be stuck
assisting with the coordination of these things).
With that said, good managers, like good business,
are where you find them. If a capable individual
expresses interest in steering your career, interview
them and see if they are worth trying out. Have they
managed other models/actresses successfully? Are they
intelligent, knowledgeable about the business, well
spoken, etc.? If so, you might want to give them a
month trial period with no contract to see how things
work out.
Tags:Managers, Urban Modeling Managers