The New Business of Acting by Brad Lemack

Author:Brad Lemack
Language: eng
Format: epub
ISBN: 9781735471600
Publisher: Ingenuity Press

If you have been represented and find yourself in this situation, 1) Do not panic, 2) Do not fear that you will not find new representation (you will) and 3) Start thinking strategically about how this new challenge fits into your COVID landscape action plan.

Let’s add to this conversation those of you who have been represented and come to the decision, during the COVID hiatus, that it is time to seek new representation elsewhere. You, too, should start adding to your action plan the strategic moves you will need to take to make this happen. Now, of course, is not the time to actually do your outreach to a potential new agent or manager. But now is very definitely the time to carve out the plan for implementing this shift when things settle. Your plan absolutely must contain the steps for the creation or the refreshing of the evidence you will submit in support of your search—and this could not be a better time for you to start tending to that creative task. More about that later.

If you are not represented, whether an agency or management company closes doesn’t impact you directly at the moment. But I have never met an unrepresented actor who didn’t wish for someone established in the industry to head their team.

As we arrive at whatever the new normal will be for those of us who represent talent, we will be tasked with performing a hard assessment of the value, the quality, the potential of every name on our roster. There will be clients it will be time for us to part with. There will be clients for us to increase our level of expectations of (while managing the reality of those new expectations) and there will be new clients we will seek to sign, who will bring with them fresh energy, striking passion, impressive potential—and fit the need for the diversity that has been lacking in many a talent representative’s client list.

As a result, while some agencies will be gone, others may open. But many others will be reinvented to fit the demands of the new landscape—and this is a positive for all actors and artists, both those we currently represent and those whom we have yet to meet.

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