š RECAP: 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.
Welcome to Dealmakers with Alex Segal āļø, a Substack on the realities of being a talent agent, packed with weekly insights to keep you ahead of the game š.
Having negotiated Ā£40m+ in talent deals š¼ and grown company turnover 5x in 5 years š, I am sharing my experiences and knowledge of 17 years representing some of the biggest stars in the UK.
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š The Dealmakers Deal Sheets
The question I get asked more than any other is:
What should I be asking for in this deal?
Acting agents negotiating their first podcast deal. Creator agents doing their first TV contract. Performers representing themselves with no idea where to start.
When youāre faced with negotiating a project for the first time, itās almost impossible to know what information you need to consider.
Thatās exactly why Iāve launched the Dealmakers Deal Sheets š.
Easy-to-use templates for agents, managers or anyone who self-represents, built by me. This is the checklist I wish Iād had next to me when I started.
šļø Use the code DEALMAKERS20 and get 20% off.
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š RECAP: 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 couldnāt be further from the truth.
The real story is that this is when the hard work really starts. While some talent believes their āmomentā will last forever, the reality is that nothing ever does. So thereās no time to rest on your laurels. No matter how incredible your client is. As soon as that first great gig together is confirmed, youāre ecstatic for roughly 10 seconds before thoughts immediately turn to ābut what are they going to do next?ā
Achieving longevity in a world where attention spans are diminishing, technology is advancing rapidly and the demand for āmoreā and ānewā is overwhelming takes a real strategy. The āfight for attentionā, 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 clientsā 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 ābig momentā.
When your client is having that moment, a lot of pitfalls can present themselves:
āMoney jobsā come thick and fast, and not ones you should acceptā¦ but itās tempting enough to throw away all credibility overnight.
They want to say āyesā to everything out of fear.
Ego grows, which makes it harder to manage expectations.
The hard work is done. Time to 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 Agentās job.
Iām 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.
āļø So here are my 14 tips for an Agent & their Talent to create a long & successful career:
1ļøā£ Strategy. Youād think it happens without fail, a fundamental basis of our job, but Iāve 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 (itās 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.
2ļøā£ Visualise. Once the strategy is in play - keep putting it out into the world. Donāt forget about it after a week. Everyone will have their own visualisation methods, even if itās without realising, and itās a powerful tool. Positivity is a dominant force.
3ļøā£ 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. Donāt allow yourself to become obvious. Hey, maybe even start a blogā¦
4ļøā£ 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 clientās outlook on adaptability. We want forward-thinking individuals who will embrace new worlds.
5ļøā£ Adopt. Adapting involves adjusting or modifying what your talent does to fit an ever-changing landscape, but adopting it is even harder. Thatās all about changing your mindset to make it a part of your professional routine. Itās 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 thereās no point if you donāt see it through. Iāve mentioned being āahead of the curveā about 100 times but if you are an early adopter then you might become the trailblazer!
6ļøā£ Audience. What does your audience want from you? Have you ever asked them? When youāre thinking about which avenues to take, what would be a success - youāre 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 ontoā¦
7ļøā£ Authenticity. Yes, the A word. It gets thrown around every 5 seconds but itās the foundation for everything. Audiences are savvier than ever and theyāll call you out otherwise. Be what you are, not what youāre not. If you love a project unconditionally then it doesnāt matter what or where it is, itās a good move. You will only have regrets if you accept a job for the wrong reasons.
8ļøā£ Relationships. Itās not what you know, itās who you know. Itās true. The more people you know, the more doors that can open. Get out there, be sociable, meet people, and create possibilities. Iām 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. Iāve got a new strategy for this. I take a certain amount of business cards with me wherever Iām going and Iām 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.
9ļøā£ 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. Itās a non-negotiable that we help each otherās clients succeed, share information and collaborate daily.
š 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.
1ļøā£1ļøā£ Attitude. Just be nice. Be good to work with. Be positive. Be open. If youāre good to work with then buyers will come back for more. Thereās nothing more frightening as an Agent than meeting a potential client, being super excited, looking at their CV and you see that theyāve never worked with the same person twice. RED FLAG. If no one gets re-hired by the same people then I worry.
1ļøā£2ļøā£ Consistency. It doesnāt matter if your client is a content creator, a Shakespearean actor or a current affairs TV hostā¦ 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 youāre ready for the next exciting opportunity when you least expect it. Keep focused, be prepared and haveā¦
1ļøā£3ļøā£ Patience. Everyone needs it. Agents and Talent. If you want to do business together then itās important to have faith even when itās really quiet. If you believe in each otherās abilities to execute the agreed strategy then hold your nerve. Itās stressful, of course, but a great team will win.
1ļøā£4ļøā£ 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.
š 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.
š„ I would love to hear from you. Any ideas, thoughts and feedback via alex@intertalentgroup.com are always most welcome.
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See you next time.
Alex
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