Is it a bad time to be looking for an agent?
As David Stoller (Agent and Co-Founder of UK agency Cowley, Knox & Guy) said in a recent instagram live I did with him, there is never really a clearly “good” or “bad” time to be reaching out to agents. That being said - the industry is still suffering from the fallout of the pandemic and last year’s strikes, which is affecting agencies in a multitude of ways.
While most of us are unfortunately acutely aware of how quiet the industry is right now, many are not clear as to why it’s like this. Consider the following:
Aftereffects of the COVID-19 Pandemic:
The pandemic caused widespread delays and disruptions in film, TV, and theatre productions. While many productions have resumed, the backlog of projects and the need to catch up has created scheduling challenges.
The industry suffered financially during the pandemic, with theatres closing, productions halting, and reduced revenue streams. This financial strain has led to a cautious approach to new projects, with some companies being hesitant to greenlight productions without clear financial viability.
Productions have also been choosing to have smaller crews, smaller cast numbers, and bringing back people they’ve already worked with and trust as opposed to seeking out new performers.
Impact of the Writers' and Actors' Strike:
Cross-Atlantic Impact: The strikes in the U.S. (SAG-AFTRA and WGA) had a knock-on effect in the UK, as many UK productions are tied to American studios, financing, and distribution. The strikes halted the production of many co-productions and projects involving American talent, which in turn affected the UK industry.
There’s less being made, with less roles to fill, and far more actors available to work.
Economic Uncertainty:
The cost of living crisis in the UK and inflation have increased production costs, making it more difficult to finance and produce new projects. The economic uncertainty has made both investors and producers more cautious.
The shift in audience behavior during the pandemic, with more people consuming content online rather than attending live theatre or cinema, has also affected revenue streams. Theatres, in particular, are struggling to return to pre-pandemic attendance levels.
Brexit:
Brexit has introduced new regulatory and financial barriers for productions that were previously seamless between the UK and the EU. This has added complexity to financing, hiring, and location scouting, contributing to the slowdown.
Because I spend a lot of time in North America, let me share some of what’s been going on over here…
During the strikes, networks and streaming platforms decided to cancel shows that were only performing moderately in ratings as a way to reduce expenses. These are shows that likely would have continued if the strikes hadn't occurred. They also shifted their business strategies, leading to significant cuts in the production of scripted content.
As a result, many actors who typically keep busy with leading roles are now out of work, compounded by a sharp decrease in available roles being cast. And so actors are feeling the pressure and are now accepting much smaller roles for much less pay than they would have considered before the strikes. This has had a ripple effect on the rest of the acting community, with far fewer roles available, especially for those of us in the 98%.
In the U.S., major agencies are laying off hundreds of agents, assistants, and support staff, while studios are also making significant cuts to their workforce. Similarly, in the UK, we've seen numerous agencies forced to shut down due to financial difficulties.
To stay updated on what's happening in the industry and how it impacts the UK, it's useful to follow publications like Deadline, The Hollywood Reporter, and Variety.
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So even represented actors are feeling the strain. Many agents feel like they need to prioritize their current clients, managing their wellbeing, and trying to find them work, and that they don’t have the means to adequately support any new actor they might sign to their books.
And remember that most agencies aren’t one of the ‘Big 5’ - with multiple agents, assistants and big high-flying clients to keep them afloat. Many agents are self employed, working alone, with families and mortgages…if their clients aren’t working (because there’s far less work to be had) then the agents aren’t making any money either. Some may argue that it would be unfair to sign on new clients - for both the agent and the actor.
So even if you were to sign with a new agent right now, it doesn’t mean you’ll suddenly wake up the next day with auditions and meetings ready to go.
All of this is to say that if you’re reaching out to agents regarding representation and you’re not getting any bites…*it’s not a you thing!* Don’t take it personally, don’t internalize it. It’s just not the right time for you right now, because of things entirely outside of your control, that’s not to say that won’t change a few months from now!
If you’re planning on looking for new rep, here are a few things you might want to consider before working on your ‘seeking representation’ emails….
1 - Why are you looking for rep?
If you’re self represented, your agency has closed its doors, or you’ve parted ways with a former agent for whatever reason, I’m sure you’re feeling the itch and the anxiety of being alone at sea.
But if you already have an agent, your relationship is strong, and you trust them, but you’re just not getting any/enough auditions, now is perhaps not the time to be making rash decisions just because you want to be auditioning more. Have a chat with your agent first. Is there anything you can be doing to increase your chances of being seen? What have they been submitting you? What’s their experience been of the industry landscape recently? You might find that finding new rep might put you to the peripheral of the new agent’s mind, as they concentrate on their established partnerships with clients…something you already have with your current agent. Things will pick up again, really weigh up the pros and cons of moving agencies.
2 - Is there anything you can be doing during this slow time to put yourself in the best position possible for when you DO reach out to agents? For example…sprucing up your Spotlight page, working on a new skill, improving your self taping, putting something on tape, staying creative in other ways. This can also be a chance to show how pro-active you can be when the phone isn’t ringing and give you a lot more to talk about when you do reach out to agents, about what you’ve been doing to stay busy.
3 - Remember that having any agent isn’t necessarily better than having no agent…
If you are signed to an agent but you don’t trust them, they are bullies, you don’t feel safe…GET OUT NOW! Don’t wait for a new agency to move to. I promise that being self represented isn’t a death sentence to your career - it can be the opposite, and empowering too. You get to be in charge of your own career in the driving seat. Keeping up the professional connections and relationships you have personally can bring you far more opportunities that waiting for your agent to get you a meeting, believe me…I say this from personal experience!
If now does feel like the right time for you to reach out to agents for new representation, here are some things to ensure:
All your materials are up to date and you’re happy with everything on your Spotlight/CV/showreel and how it represents you
You’ve done your research on which agencies you want to contact and why. It’s not about emailing 100 agents and hoping 1 will stick. Spend the most time researching the agencies you like, with specific reasons.
You have clear goals and an understanding of why the agents you’re reaching out to can help you with those goals
You aren’t adding pressure onto yourself by feeling you need to make it look like you’re always #bookedandbusy, we are all feeling the strain of the current industry landscape - actors and agents alike - agents want to know who you are as a person, just as much as what you offer as an actor/client. The actor/agent relationship is a partnership, and agents want to know who they’re partnering with outside of what’s on their Spotlight!
Finding the right representation for you, understanding how agenting works, reaching out to agents, are all common talking points of the career consultancies I offer for actors. If you need help composing emails to agents, goal setting, creative inspiration during this slow period, or anything else regarding your actor journey, please don’t hesitate to reach out!
“I loved my session with Alexa. We had a very productive hour going through everything I'd said I needed help with, such as my Spotlight profile, contacting casting directors, reel, and self-taping.
Alexa has a great passion for helping actors and I felt very safe and inspired during our session. I'm looking forward to keeping in touch with her and will be reaching out in the future about anything acting-related. Thank you again Alexa!”
-Leah, actor
For more testimonials click here.
Below are some episodes of The 98% regarding agents and finding representation that you might find useful!
Help for seeking representation
And if you’re looking for ways to stay creatively fulfilled during quiet times in the industry, check out my blog post “10 Things To Do When The Industry Feels Quiet” and more resources here!