đ RECAP: What does an Agent actually do?
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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đ RECAP: What does an Agent actually do?
Originally published August 2023.
I always assume people roughly know what a Talent Agent does and understand the value and importance of one. That being said, if Iâm going to write a blog about the life of an Agent then I should probably go into detail about what I actually do.
Iâve come to realise that many people in the industry still have a relatively limited understanding of what an Agent does, why talent needs one, and what value they bring to the table. Weâre the aspect that is often overlooked and underappreciated. There are huge misconceptions which usually stem from either a lack of knowledge of what our intentions are or because of awful experiences with bad Agents (there are a lot of poor ones out there, the result of a lack of training, experience and understanding). We can be branded as unnecessarily disruptive or an annoyance, just out to make as much money as possible which is totally incorrect and disrespectful. In fact not only are we sometimes just as creative as everyone else involved in a project, but often we are the key component to not only making a project happen but then for the process to run smoothly too so that everyone gets the best out of each other.
There are few Awards for agents (bar the Best Agency for New Talent award that InterTalent won at Edinburgh TV Festivalâs 2022 New Voice Awards - I had to get that in there, sorry!). We donât do this job for praise or recognition. We get into this job for the love of helping talented people grow to be the best version of themselves, maximise their income and create longevity in their careers.
Today, Iâm going to tell you what an Agent at a company like InterTalent actually does for their clients. If it inspires you to want to become one or gives you an insight into a job that youâve always been intrigued about then fantastic⌠but if it goes one step further and actually makes you appreciate the part we play then even better.
Letâs go! âŹď¸
A Talent Agent is someone who represents talented individuals across the entertainment or sports industries. They could be actors, TV presenters, reality stars, musicians, models, gamers, content creators, athletes etc. Our main role is to act as the representative for said talented individual in conversation with potential employers and negotiate the best deals possible. Weâre here to find opportunities, negotiate deals and achieve creative & financial success for our clients.
I believe that everyone who is in front-facing in the CONTENT and AUDIENCE business needs an Agent. A few weeks ago, I wrote a blog dedicated to why itâs integral to have an agent and how detrimental it is to represent yourself. If you havenât seen it, please head HERE. [Side note: it doesnât matter if youâre a content creator, TV presenter, footballer or actor: we are in the business of creating content and reaching audiences. This is why we have multiple divisions at InterTalent with the most eclectic client list you could hope to wish for.]
Being an Agent is making a life decision to be ALWAYS ON. I know itâs important to have your boundaries, totally agree, but itâs the reality. No one cares what time it is, what day it is, whose funeral it is or what country youâre in. Itâs the long days in the office, the calls at midnight, the urgent weekend disasters and all the stress, anxiety and pressure of peopleâs livelihoods being in your hands. Then thereâs going to all the award shows, film premieres, press nights, TV recordings and events. 100% thatâs the fun part, theyâre the amazing perks of working in entertainment, but weâre still there to work. Every event, meeting and dinner is a chance to create huge value for your talent through networking and relationships. We are specialists who eat, breathe and sleep it. Being an Agent is a lifestyle, not a job.
Hereâs my guide to what a Talent Agent does âŹď¸
Sign Clients: Good place to start, right? You can be amazing at everything else but without clients then itâs all meaningless. Scouting for great talent, getting them to meet you to discuss their ambitions & goals and then strategically showing them that you are the best Agency to represent their professional interests is a key part of what we do. You need to have your own taste and to hone in on the kinds of people youâd love to work with. Thereâs no right or wrong, just your gut feeling as to who you can add value to.
Representation: We work on behalf of our clients, in exchange for a commission, to ensure that not only do we maximise the commercial return for their talent and hard work but also ensure they receive favourable working conditions. We are forward-thinking, creative and passionate advocates for our clients. We create exciting opportunities for them, we protect them, we stand by them, we have difficult conversations on their behalf and we are their creative partners. This leads me ontoâŚ
Creative Input: Itâs not just about money. Providing guidance, as well as creative and strategic advice to enhance your clientâs career is paramount to the role. Knowing when to turn left, when to turn right and when to rip up the rulebook. At InterTalent, we take strategic risks to create exciting opportunities and elevate careers to new levels. Itâs all a risk but thatâs the beauty of it.
Negotiations: Ensuring the best commercial teams for your client is paramount. Negotiating a contract for your client can include fees, dates, working conditions, usage rights, ownership, logistics, residuals, royalties and more. You have to know what you want for your client. You then have to know how to strategically achieve those things. You also have to know whatâs important to the other party and what they need to achieve in order to work with your client. And then you have to work hard to agree on a deal that is a win not only for your client but the buyer too. If you go to battle only caring about your side then you might win that battle and do business with them once or twice, but after that, youâll lose the war. Donât forget, the minute this negotiationâs over, you have to work with these people. Buyer remorse is not good so you want a great deal for your client and excitement from those paying them. The art of dealmaking.
Networking: The very best Agents are the best networkers. Fact. At InterTalent we spend our days meeting people, working out how we can work together and finding an âinâ. Being a brave and front-footed networker is essential. It takes confidence, performance and charm. Side note: If you are an Agent that is an incredible networker then 2 things will end up happening to you. 1) People think you genuinely know absolutely everyone. 2) People think you know everything thatâs going on even if you donât. Being so connected that people think you know absolutely everyone is a genius position to be in and an incredible skill.
Opportunities: Some come to you, but most have to be proactively found. If it was just about replying to emails then anyone could do it. This is a part of the job that takes real skill. Making sure there are opportunities on the table in line with the ambitions of your client is a huge part of why you get hired. No opportunities = no jobs = no money = no clients.
Payment: Your client being paid on time is non-negotiable. Chasing fees is never nice, but getting your client paid is a top priority. It might not seem like a fun part of the job spec but itâs one we take very seriously.
Protection: A key part of an Agentâs reputation is built on the ability to protect their client by putting their interests first at all times. Whether itâs in conversation with buyers, newspapers, or anyone else who may not be treating them fairly, itâs our responsibility to make sure we fight for our clientâs best interests at all times and to protect them from any negativity, difficulty or unfairness. The better known and more successful a talent becomes, the more vulnerable they become, often in ways they do not realise until it happens. Support in public, advise in private.
Confidentiality: We hear a lot, see a lot, and speak a lot. Being a confidante is integral. If you tell your client gossip about other people then they know you probably gossip about them to others. Your client needs to trust you implicitly so keep sensitive information to yourself and use the term âmy clientâ rather than their name when in public.
Problem Solving: We want projects to succeed, we want everyone we are doing business with to thrive and we want the best results. This, in turn, leads to more success, more employment and more possibilities. When problems occur, itâs up to the Agent to often navigate everyone towards a solution. Being a first-class problem solver is a great skill and something you become better at with more experience and knowledge. Even when it seems impossible, itâs our job to create a positive resolution. Itâs possibly my favourite part of being an Agent as itâs so complex but can be hugely rewarding. Deals can often fall apart 10 times before they happen. Patience and perseverance.
PR: Even if your talent has a publicist on the team, you still need to be heavily involved as to the right direction for your client based on the objectives we are trying to achieve. Every magazine cover, TV appearance and red carpet look is to help towards the ultimate goal. Executing the right marketing strategies to raise your clientsâ profiles in the industry can determine how long your client remains at the top.
Global Perspective: Knowledge of the wider industry is key to how far you can take your talent as their Agent. An Agentâs job is to know whatâs happening, whatâs trending, whatâs exciting, and whatâs coming next. Understanding every nuance of what this business is actually about.
ITâS A LOT. The job spec is never ending and continues to widen as a talentâs needs and expectations grow.
Now that you know what a Talent Agent does, what you now want to know is how to be at a top level and recognised as a leading player in the field. If youâre interested in finding out how to be one of the very best, Iâve already written all about that. You can check that out right HERE.
âĄď¸ To break it down, here are the 5 key points as to why Agents are important:
â We are crucial to ensuring our talent delivers to the best of their ability, has a full understanding of whatâs required and that everything is in hand so they can focus on their job. We keep everything on track.
â We know how to get the best out of our talent. Theyâre human beings, so a one size fits all approach doesnât work. We guide our buyers to ensure that they do things in a way that will see a big return on their investment when they hire our talent.
â We create ideas and possibilities on behalf of our talent. Knowing our talent inside out means we can really be creative and help develop new projects. Some of those ideas can become huge successes. We know our clientâs likes & dislikes and where to matchmake with the right people.
â We solve problems. Navigating the wants and needs of all parties involved in a deal is complex and intricate. Opportunities can fall apart quickly if we didnât step in to find ways to make sure everyone leaves the table with a win.
â We create infinitely more value for everyone. With our involvement projects can lead to better outcomes, more efficiency, reduced stress, and minimised risks.
đĽ 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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