The Modeling Agency

You hear that all the top models have great agencies, and you think, "If I can only sign with a modeling agency I will be set." But what exactly is a modeling agency and what does it do? This is not an easy question to answer. Modeling agencies operate as small independent business with no two agencies working the same. A lot depends on the market in which an agency operates and the owner(s) and agency's personnel. The other problem with describing a modeling agency is that there are a lot of rip-off and scam agencies out there. Because most wannabe models know little about how the modeling business works, they are easy prey for these vultures. We can look at what an agency might be at its best and worst and what they can do for your career as a model.

A modeling agency's number one purpose is to find the model work. They work as the model's representative or agent. As an agent they seek and negotiate contracts of employment for the model or talent who is an independent business. For finding the model work, they take a percent of what the model makes (10% to 33%). In some states they are considered private employment agencies and must be licensed by the state. That sounds fairly simple and straightforward, but it is amazing how it can vary.

New York n California

New York City is the number one city for models and CALIFORNIA  number one city for Glamour models . It is the heart of the fashion and advertising industries in the United States, which leads to a high demand for all types of models. The modeling agencies in New York compete to fill that demand with the finest talent in the nation. When an agency sees someone who has potential or someone who satisfies the demand, they will invest in that individual to get him/her ready for the market. They don't do this to be nice people - they do it because they feel they can make money from that person. They know the market and they will invest in you (a loan against future earnings) to prepare you for that market. If they guess wrong and you do not become marketable and profitable, they will cut their losses and drop you. The top agencies are working with big-budget ad agencies and fashion designers so there is money available to develop new talent. These top agencies will help train you (more like on the job training), get you test shoots, layout your portfolio, and put together comp cards and other printed materials you need. They take care of finding you work, booking the jobs, bill for the jobs and eventually cut a check for the work you do. Once you are in an agency like this all you have to worry about is following instructions and modeling.

Elsewhere

Within a secondary market, the modeling agencies are not working with big budget clients like New York n California . In some cities there may be enough work that an agency can be a full time operation - perhaps even supporting a few people on staff but there is not enough work to pay for the development of new talent. For this type of agency you must provide the marketing tools and training. The agency may help you with where to go to get photos, composites and training, but they can't afford to pay for it or loan you money. There just isn't enough budget for them to guess wrong even once. So it is up to you to foot the bill. This is fine if the agency is really out there looking for work for its models and there is enough of a market to make a living. The problem I have found with some of these agencies is that they have no idea what they are doing. They are having a great time playing at being a modeling agency, but you could do better marketing yourself.