š RECAP: Is there a difference between an Agent and a Manager?
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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š RECAP: Is there a difference between an agent and a manager?
Itās a question that I get very often. What am I? Am I an Agent? Am I a Manager? Is there a difference? The official answer is that it depends not only on what industry you are in but also whether you are UK or US based. The rise in new industries (social media predominantly) and, therefore, a lot more people in the profession means that the answers people give nowadays arenāt based on industry standards. Theyāre based on Chinese whispers. So Iām here to give my opinion (and the real answer).
Today, Iām going to talk about why some people are called Managers, some are Agents, what the difference is and if it actually matters.
Letās go! ā
The first thing to say is that the main difference between how a representative can work starts with regulations. In the US, everyone has to follow strict laws. Stepping out of that (as weāre currently seeing in the case of CAAās action against Range Media Partners) can lead to potential litigation and sanctions. Representatives are licensed and regulated by state law, particularly in California.
Over here in the UK, no such laws apply. There are no regulations in the world of entertainment talent representation. There are guidelines (for example, the PMA offer clear guidelines predominantly to those in the acting industry) but there are no laws. I could write a whole book about why I think Agents & Managers in this country should be made to take exams and be regulated. It would solve a huge amount of problems but unless there is a seismic shift in governing bodies throughout the entertainment industry (difficult to achieve) then itās never going to happen. Maybe one day. Maybe Iāll lead the march.
A number of my family are Football Agents and hearing about how they have to be licensed, what that then says to players and executives alike, the credibility it gives, the knowledge you need of how to effectively represent someone and what restrictions those who havenāt taken their exams have to accept is fascinating. Itās a completely different set of rules and provides a blueprint for how it could work across the board no matter if itās acting, presenting, gaming, social media, comedy, literary or anything else.
ā”ļø So hereās how it works in entertainmentā¦
In Hollywood, an Agent & a Manager are not the same thing. They have completely different responsibilities and job descriptions.
ā US AGENT:
Agents are responsible for finding jobs for their clients. They pitch clients to casting directors, producers and studios, negotiate deals and contracts, and secure jobs. They are heavily regulated by law, can legally secure work for their clients, and take a commission. The focus for a US Agent is usually more business-oriented, dealing with the key elements of obtaining work for their talent. It can be a bit more transactional and less hands on.
ā US MANAGER:
Managers provide broader career guidance and personal advice. They help shape the long-term trajectory, offer more strategic input and focus on overall career development. Unlike agents, managers are not licensed to secure jobs directly for their clients. Their work focuses more on advisory and guiding decisions. Itās a more hands-on approach and they usually have far fewer clients than their Agent counterparts.
ā”ļø In the UK, this doesnāt exist.
Agents can do what Managers do. Managers can do what Agents do. Call yourself what you want, but Agents & Managers do the exact same job. In the Acting world, everyone is an Agent. In the Social Media world, everyone is a Manager. In the Unscripted (TV, Podcast, Radio, News & Current Affairs, Celebrity etc) world you could be called either. Some companies donāt even use Agent or Manager in job titles anymore. They go for Talent Director or something else. Each industry seems to settle on a go-to title, but ultimately, you can be called either and it doesnāt mean anything different. Weāre all working directly with talent and creating opportunities. In one of my first blogs I laid out what Agents actually do every day, and you can find it here.
Some people do feel that elements of the US model have crossed over to the UK and Managers are more āhands onā and Agents are more āhands offā but I donāt think thatās true and itās not been the case for me or any of my colleagues at InterTalent. Our team give an incredibly hands-on service no matter the division theyāre in.
Iām aware that in the music industry, Managers & Agents do different things and are similar in many ways to the US model, especially as there are also Pluggers, Bookers, Publishers, Labels and an array of other people who form part of a music artists team. Music is a completely different world from start to finish.
š¤ Can you have both an Agent and Manager in the UK?
You can have whatever you want so long as everyone agrees. But you would need to assign different responsibilities and make sure theyāre not doubling up on the same job. Treading on each otherās toes will only end badly. I donāt see the need to have both an Agent and a Manager in the UK unless weāre talking about a megastar who needs multiple people within their team to handle an insane amount of work. Itās rare to have both otherwise but legally it is possible. Itās much more likely that someone with profile has representation but also a PA. Thatās a much better way of working and I am always over the moon with a client who has their own PA as dealing with logistics is extremely time consuming.
š¤ But wait, a PR wants to rep me instead - is that different?
I get this a lot too. PRās who want to manage talent. A PR (Publicist) has a very different job to that of a talent representative. A publicist manages the public image and media relations and handles tasks like securing media coverage in newspapers/magazines/podcasts etc, writing press releases, managing PR crises, organising attendance at events, and helping to maintain a strong online presence. Their goal is to create a positive image, generate buzz and attention, and protect their clientsā reputations while promoting their work to the public and the media. They work very closely with an Agent/Manager but are a very different part of the team. Iām often left scratching my head when someone tells me they are āmanagedā by a PR. It feels very confusing to me but I suspect there are PRās who feel they can do both jobs.
In short, the UK blurs the lines between agent and manager responsibilities. There is very little difference in the day-to-day of the job. In the US it is very much a separate role and a clearly defined decision as to whether someone wishes to be employed as one or the other. There are perks to both. In the UK, itās talent representation whatever you call yourself. Most of my clients call me their agent, some call me their manager. As long as they call me thatās all that matters.
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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