The skills required to be a professional artist do not always marry with those of self-promotion, booking gigs, or managing finances, and many artists find the process of dealing with agents a daunting one. Rebecca Swift offers a ?how-to? guide to using an agent.
These days, agents can be found working in an enormous variety of fields. Writers, dancers, singers, visual artists, actors, comedians, musicians in various genres, make-up artists, cameramen (and many more) can all find representation from an agent if they take their profession seriously and are particularly gifted and driven in what they do. At some point, most successful and professional artistic practitioners gain the representation of an agent to help them manage their affairs and to negotiate financial contracts on their behalf
So, at what stage of their career should an artist approach an agent? You will be in a strong position to approach an agent once you have either finished a formal, professional training, and/or built up a small body of work that proves both excellence and proven commitment to your chosen profession. Any agent will want to see a strong and coherent body of work from whoever they are being asked to represent. It is therefore vital that you make sure the work is as professional as possible before submitting it to an agent.
Benefits
For many artists, organising both the creative aspects of the job as well as the business side can be stressful and can limit their production of work. Even when a creative worker is good at and enjoys the business side of the job, the workload can become unmanageable if their career takes off. An agent will push work more objectively than an artist can and therefore be taken more seriously by buyers and commissioners. A good agent will be proactive on your behalf and put your name forward for jobs and opportunities. What is more, an agent with clout can ensure you get the best money for a job and protect your professional interests. Increasingly, an agent is seen as having a vital role in helping serious artists negotiate their way in a professional world.
Finding the one
To make best use of an agent, you will need to find one who suits you. It is important to realise from the outset that your search may last some time and that you may only get taken on by an agent after a large number of rejections. Persistence is vital, though it is also important to consider who you are sending your details to and to ensure that you do some research in advance. Remember also that rejection from one agent does not mean rejection from all.
Generally, agents are found by word of mouth ? ask professional colleagues who they use, and see if they will recommend you too. Find out which agents look after your favourite artists, writers or performers. Once you have identified such an agent, make an approach, let them know you admire their portfolio of artists and explain why they might like to consider you too. It?s also worth taking care to find out how a particular agent likes work to be submitted. Again, reference sources should help you pinpoint this. As a general rule, in the case of writers for example, agents would expect a strong, short, clear letter about why you have chosen them and what you do, accompanied by a piece of work and CV. Be persistent, but do not hassle prospective agents.
Does size matter?
A larger, more commercial agency might have a good reputation but may have less time to support a newcomer unless there is a lot of money involved. It is now harder than ever to find agents who will spend time nurturing and backing raw talent, as the industries into which they are trying to sell or place their product are often limited by strictly commercial considerations. If you can find out when a new, young agent is trying to build up their list, this may well help you to be considered. An established agent who is already busy with represented artists will simply not have the capacity to take on many new clients. Whatever size agent you sign up with, once you have been taken on, the agent should be in regular contact with you ? either about work that they are trying to secure for you or work that is already underway.
An agent will undertake to sell work on your behalf in exchange for a percentage of your earnings. In most artforms this percentage can vary between 10 and 15% but in some ? for example, the visual arts ? the percentage can be far higher. This potential loss of income should be offset by the increase in sales and commissions that an agent can secure on your behalf. An agent?s percentage commission will relate to both the range of services they will provide for you, and their reputation and contacts in the field. Never pay any money in advance to an agent helping you place your work unless you have good grounds upon which to trust the arrangement. It is an agent?s job to earn their percentage from you. They should take you on in the belief that you can also help them make money.
Making changes
In a few cases, a client will become disenchanted with an agent for good reasons that cannot be resolved ? for example, when an agent is failing to represent the artist?s best interests widely enough and in the circles that matter. This can produce a real problem, as it is generally considered ?bad form? to change an agent without very careful consideration; agents tend to respect loyalty and may wrongly assume you are a difficult client. If, however, you are experiencing real difficulties, try to address your worries/problems with your agent first. This will let them know that you are unhappy and give them a chance to prove themselves. If problems continue, write in confidence to a new agent outlining your situation. Set up a private meeting if possible. Having secured a new agent, let the previous one know that you have moved.
Rebecca Swift is an editor, writer and Director of The Literary Consultancy which offers in-depth advice to writers. t: 020 7813 4330;
e: info@literaryconsultancy.co.uk;
w: http://www.literaryconsultancy.co.uk
This is an edited version of an information sheet produced for Arts Council England by a-n The Artists Information Company.
w: http://www.a-n.co.uk
Copies of the full article along with useful contact addresses can be downloaded from http://www.artscouncil.org.uk