talent agents – Page 19 – Answers for Actors

X The Rules

There was a major failure and hullabaloo recently. A cruise-line began taking on water and its image was about to founder. And actors had need only witness the disaster unfold in order to enhance their own career longevity.

This week: Actor Marketing & Branding | Disaster or Success?

Readers of ACTING: Make It Your Business know that I stress this industry of ours is all about “image, image and image”. What you display in your marketing materials, in auditions/performance, and off camera/stage is what lingers within the memories of those you encounter. This holds true for individuals as strongly as it does for corporations. And if you’re familiar with Celebrity Cruise lines then you know Celebrity recently X-ed themselves with the new branding ‘X The Rules’. Don’t let this happen to you.

For those not familiar with the upscale, mass market, cruise carrier each passenger of the line is to be treated as a “celebrity”. Formal nights in the MDR (Main Dinning Room for the cruise phobic) have tuxes and gowns that smatter among the smarter dressers. Celebrity Cruises for years has been one of Condé Nast’s top-rated lines (and by-the-by, Celebrity’s offerings are amazingly affordable for the starving artist).

Recently Celebrity, with its iconic ‘X’ branding, changed tactics in marketing. And when the company launched what loyal customers viewed as a misguided tag line ‘X The Rules’ many of those passengers wanted to abandon ship. On cruise chat boards and Celebrity’s Facebook page the customer feedback was tumultuous with heated rhetoric and disdain. The new ‘X The Rules’ was interpreted as ‘Fuck-the-rules-and-do-anything-you-damn-well-please-on-our-ships-as-we’re-lowering-our-standards-to-the-party barges-of-Carnival’.

Celebrity within hours of the new launch had a major image crisis that was dangerously listing their leverage in the upscale cruise market. A tilt that could potentially scuttle long standing customers’ positive image of the line. This was not Celebrity’s intent with the ‘X The Rules’ folly. As part of damage control Celebrity’s CEO, Dan Hanrahan fielded questions from consumers on a popular cruise web-forum. Corporate released a lengthy advisory statement on Celebrity’s Facebook page explaining that the new tag line ‘X The Rules’ in no means was a reflection upon a change in image for Celebrity but a herald announcing life and work have too many rules and the only way to combat such is to take a cruise on Celebrity. With marketing — as just like the punch-line of a joke told — if explanation of meaning is required then the message fails. And fail terribly Celebrity’s new marketing launch has. (Update: A week after “X The Rules” debuted, Celebrity’s CEO Dan Hanrahan announced the campaign would be scuttled.)

This happens repeatedly with actors who don’t know or understand what their own brand is. In ACTING: Make It Your Business I and colleagues (actors and agents) detail extensively the importance of knowing what is your brand. But self-awareness is not enough. Execution is equally important. How do you effectively display that ‘image’ to your professional peers and audience?

When the name Lindsay Lohan is mentioned what comes to mind? The images, nouns and adjectives of ‘lush’ and ‘spoiled starlet’ possibly sizzle the synapses of your cranium. Those flash card-like images were placed in your mind by the actress herself by how Ms. Lohan has handled her own image. When the name Tom Hanks is offered you possibly think ‘stability’, ‘good-humored’ and ‘affable’. That’s his branding.

Your brand begins from the moment you sit at your computer and keystroke your resume. You have two choices. First and preferable; follow the industry format for an actor’s resume (three columns, training at the bottom, directors listed, and crisp attention to detail). Recipients viewing your work history on paper will think of you as, ‘professional’, ‘organized’ and ‘straight-to-the-point’. The lesser option would be to do as many actors who try too hard with dumping information haphazardly upon colored paper peppered with entertainment related clip art. Recipients of the trashed text will perceive you as, ‘amateur’, ‘tries too hard’, ‘sloppy’ and/or ‘is masking deficiencies of talent’. (And please if you really need to know what is industry format for an actor’s resume turn to Chapter 4 of ACTING: Make It Your Business… and to those who are presently scowling that that was a cheap plug; no it wasn’t. I can only repeat advice in font so many times before my fingers and sanity rebel.)

How you dress, how you speak, the quality of your picture… all of this is your brand. Oh, and then comes that thing called talent. Which of course is also a key to your image; your brand. How strong is that message within your marketing? Are you pursuing roles fit for your abilities and type? Or are you like a middle-aged, character woman who foolishly clings to the belief that she can play ingénue but because directors and casting have limited imaginations are miffed you’re not being considered for roles beyond your type. (Note to those who follow this folly: It’s not us behind the table but the audience – which often includes you – that accepts or rejects ‘brand/type’.)

If you offer, like Celebrity, a message that is confusing or in contrast to your product then you’ll fail at attracting the attention you seek. Know your brand. Keep clear the message of your image; from talent, type, offstage stage/camera interactions, to resume and picture. You’re the CEO of your business. What is the most effective image that matches your product? ‘Dem’s da rules.

And now a related note… the one and only scheduled Spring TV/Film non-musical Access to Agents is registering. Faithful readers know that many actors who participated prior in this four week seminar (which includes branding and audition technique) have gotten agents and/or work as a result of Access to Agents. My schedule permits this to be the only New York, TV/Film non-musical Access to Agents for the Spring of 2011. 10 actors only per series. Details @ http://paulrussell.net/Access_to_Agents_TVandFilm.html.

My Best,
Paul

E-mail This Post to a Friend or Two…

Paul Russell’s career as a casting director, director, acting teacher and former actor has spanned nearly thirty years. He has worked on projects for major film studios, television networks, and Broadway. Paul has taught the business of acting and audition technique at NYU and has spoken at universities including Yale, Temple and the University of the Arts. He writes a column for Back Stage and is the author of ACTING: Make It Your Business – How to Avoid Mistakes and Achieve Success as a Working Actor. For more information, please visit www.PaulRussell.net.

Get One-On-One:	Get New Insights:	Get The Feed:

Visit Paul @ PaulRussell.net and/or:

Pilot Season

So how does the journeyman actor get considered for a pilot audition? For this exercise we’ll be in a conversation with a talent agent who has principle talent on TV. We’ll also poke about various points of possibilities to break into pilots.

Actors Getting Pilots

It’s Pilot Season!

Yes it’s that time of year when the entertainment industry is tossed into a tail spin as hundreds of pilots are sought and fought for (and no I’m not talking about the sometimes handsome navigators of cramped cockpits).

Pilots: Small screen’s answer to ‘let’s see what shit sticks to the screen and succeeds.’ An actor getting a pilot audition and then the project getting green-lighted for a ‘go’ is a herculean feat in itself. The actor and project getting broadcast and then possibly picked-up for more than several episodes has as slim a possibility for success as does Glenn Beck winning a Pulitzer Prize for Journalism. The average journeyman actor (with or without representation) getting cast in a pilot is about as possible as Honey Boo Boo playing Ophelia opposite Stewie Griffin’s Lear. But all is not totally impossible or improbable… but let us pray we never have to endure the tiara toddler tripping her tongue upon the Bard.

So how does the journeyman actor get the near-impossible pilot audition and subsequent series?

The Represented Actor:

Your agent submits you for a pilot and then you and your rep hope for the best.

Next!

The Unrepresented Actor:

You doggedly pursue an agent to represent you. Hope to get a meeting. Pray to be signed. Then patiently wait to be submitted on a pilot whereupon you hope for the best.

Next!

I can virtually hear angry actor voices grumbling, ‘Thanks Paul, you’re a lot of f-ing help.” Well, I never promised you a prose garden.

In a discussion I recently had with Jack Menashe, the prior President of Independent Artists Agency who is also one of the four agents who gives candid actor career advice in ACTING: Make It Your Business, I asked Menashe for insightful measures for his clients and the non-represented actor to get into the Fort Knox of screen employ that is pilot season.

“Actors have to understand that getting an audition for a pilot is not going to happen because the actor has an agent or just a picture, resume and a smile,” Menashe began. “Casting directors who work on television pilots are extremely picky about who gets in because the casting director’s reputation is on the line with the producer.”

I pushed Menashe on then how best to get past the picky gate-keepers like myself.

“Two ways,” Menashe offered. “The unrepresented actor would do him or herself a huge service by going to paid auditions. But not the typical run-of-the-mill paid auditions. During pilot season they should be going to places that screen the actors first before those actors are allowed to meet with talent agents and casting directors who work on television projects. L.A. and New York are loaded with them. Years ago when I had first launched Independent Artists, I discovered a high caliber of talent had channeled into this resource.”

Signing those exceptional actors Menashe then prodded casting directors to seeing the newly minted clients for pilots. But he was not alone in his championing of actors. Menashe spoke of how a casting director assisted both him and an actor to getting quickly into pilot and film auditions.

“A casting director took me to a show that included an actor who she had seen the night prior at one of your seminars (Paul Russell’s Studies for Actors). He was incredible. I signed him and his first year with me he booked his first major supporting feature film role, his first television pilot, several low-budget features and theater gigs.”

Having struck success once, Menashe went back to the source of finding untapped talent.

“In the years to come, I would sign several actors through these venues,” Menashe continued, “all of whom have landed notable work in film, television and theater.”

But success sometimes is soured.

“Unfortunately some of the actors,” Menashe continued, “who are screened by the staff of these audition venues are far from what I and my colleagues are looking for either as talent or as business-people, or in many cases both.”

And oh how true that is. As I’ve witnessed in my own Access to Agents and similar seminars I attend actors can pay out precious paper repeatedly to acting studios but if the actors doesn’t have the talent to match their deep pockets there’s no way in hell they’ll move forward. Well, unless they happen to land a reality TV gig. But when eating iguana intestines on a deserted island becomes the new Bard of our time, then it’s time for all actors to pack-up their make-up kits and call it a day.

Menashe also brought up another path to pilots. One not so much as immediate but none-the-less a route well traveled by others that brought lasting rewards: comedy clubs.

“If an actor has a great sense of humor,” Menashe suggested, “along with a unique comic perspective then he or she as an actor needs to get on stage at comedy clubs. Do the open mic nights. Push into the industry evenings. Casting directors for half-hour comedies mine comedy clubs. That’s how many unknown actors suddenly land a TV show.”

“You mean the actors that bum-fart Kansas or Lodi, New Jersey never heard of?” I added.

“Exactly,” Menashe responded. “It’s not the quickest route but it gets you in front of the major players of gate-keeping for TV.”

Represented or not, an actor should be heeding Menashe’s words by taking an active attack in seeking to book on-camera work for pilot season. One such avenue is to be an informed actor.

If, as you began this read, were looking for a quick, sure-fire Rubik’s Cube simplistic solution to getting an audition for a pilot then you really don’t understand this business. If angered or frustrated by that statement you need reconsideration for your chosen profession. Nothing comes easily for anyone on either side of the audition table. If you have read the chapters on film and pilot auditions in ACTING: Make It Your Business; then you’re several steps ahead of those who haven’t picked up that tome dedicated to advancing an actor’s career.

My Best,
Paul

Read advice from legendary talent agents,
plus Hollywood & Broadway actors in Paul Russell’s Best-Selling Book ACTING: Make It Your Business!

StumbleUpon.com
E-mail This Post to a Friend or Two…

Get One-On-One:	Get Work:	Get The Feed:

Visit Paul @ PaulRussell.net and/or:

This week: Actor Marketing & Branding | Disaster or Success?

Get One-On-One:

Get New Insights:

Get The Feed:

Visit Paul @ PaulRussell.net and/or:

Share this:

Actors Getting Pilots

Get One-On-One:

Get Work:

Get The Feed:

Visit Paul @ PaulRussell.net and/or:

Share this: