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Step three: representation
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I'm sure you've heard this question a lot if you are trying to break into the business: "Who's your representation?" And it's a good question, and a very important step into making it as an actor in the entertainment business.
What does it mean to have representation in Hollywood?
Having representation essentially means you have someone, whether it is an agent, manager, or publicist, submitting you for projects and pitching you. Just about every actor in LA either already has an agent or is looking for one, and a good percentage of actors also have managers. You don't necessarily need a publicist until you are booking recurring television or film roles and need someone to start helping you mold your public image. So what's the difference between an agent and a manager?
Let's start with the basics: an agent is someone who works at an agency, whether it is commercial, theatrical, print, or modeling, and is going to submit you for projects and take a percentage of whatever you earn, usually about 10% to 20%, depending on the agent. An agent can agree to represent you through only a verbal contract, as opposed to a written one, and start submitting you, or sending you out, almost immediately.
Any agent you sign with will probably have many clients, so you are a face in the crowd when you obtain agency representation -- this is not to say you are not valued, and won't have a good relationship with your agent -- just be aware that you are not the only one walking through your agent's door at any given time. Agents will keep you as a client so long as you are making them money and have shown that you are a responsible, professional actor, but bare in mind that if business is bad, if the agent has taken on too many clients, or you simply aren't booking as many jobs as the rest of the actors your agent represents, you might get dropped from the agency with little more than a phone call. It's the nature of the business. In terms of what money agents make off of you, commercial and theatrical agents usually take 10%, whereas a print agent's standard commission is 20%.
Managers, on the other hand, are in a professional relationship with you for the long term. Unlike an agent, a manager's job is to manage your overall career, and this might include getting you signed with an agent, recommending acting classes or a headshot photographer, and even taking on some publicist duties. Managers drop their clients much less frequently, due partly to the fact that since managers nurture much closer relationships to their clients, they tend to keep their client rosters smaller. In terms of commission, managers generally take 15%.
When looking for representation, it is always good to go with your gut instincts. Does this person operate out of his or her home, or out of an office? Do you trust him or her? Have any of your friends or other actors heard of this agency? And I cannot emphasize this enough, as many, many actors fall for this when they first arrive in Los Angeles: never, ever pay for an agent up front. They earn their living off of you through commission -- they make money when you do. You should never, ever pay an agent to simply represent you -- not only is that bad business, and illegal, but let's think about this for a moment: if an agency is sketchy enough to charge its clients up front for representation, and the rest of the town knows this, no one is going to accept that agency's submissions of you for projects, no matter how perfect you are for a role. It's simply not worth it.
In the end, having good headshots and being knowledgeable about the industry and the types of agencies you want to represent you will help you land an agent or manager who is the perfect fit.
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