Agents-Do I need one? - MPN

Gabriela Bowers
May 5, 2021
4 min read

First of all, what is an agent? An agent is authorized to act on behalf of another person. People hire agents to perform tasks that they lack the time or expertise to do for themselves, and typically are very knowledgeable in the field they work in, so they can help and guide you through your profession. Agents and agencies, can increase your profile and your income. However your work needs to be of a high enough quality and have potential commercial value to be accepted!

What do they do?

Agents will market and promote your work.
They can generate commissions
And negotiate fees
They take a commission of your fee, usually around 25%
Some agents may also act as a producer on a shoot, and offer legal advice, or suggest ideas for new work.

What kind of work will an agency look for?

Photographer's agents usually only represent Photographers to the commercial market, although there are certain photography agencies that deal with the editorial market too, such as;

Photojournalists
Celebrity Portrait Photographers
Fashion Photographers
Lifestyle Photographers

NB: Magazines & Newspapers usually have set fees, which makes the job of an agent redundant.

It is a common misconception that agents are simply exist to get photographers work. Although that's partly true they’ll also be looking to see what's in it for them. A photographer with an established list of clients is a much more attractive prospect than a photographer with little work history or client list.

Finding an agent

Agents come in different shapes and sizes, from well established industry experts to those just starting out. An agent new to the business might have more time to promote you than someone who has a long list of clients, but a better known agent may get better work.

Ask yourself if you are ready for an agent? It might be that you still need to build your portfolio, or get a few big commissions under your belt. The time is usually right if you find yourself too busy shooting to promote yourself and handle enquiries.

You might not even need an agent. If you're good at networking and you're good at multitasking, negotiating usage fees and business terms, and happy dealing with the shoot logistics yourself, then you might want to consider doing it alone.

Getting an agent:

1. Draw up a Wish List.

Look for signs that you'll fit in with the kind of work they promote.
You need to complement their existing roster but be different enough to stand out
You need to be relevant to the kind of work the agent promotes; don't contact the fashion agent if all you shoot is cars.

2. Get prepared

Make sure your website looks great, and make sure your portfolio is up to scratch!

3. Get their attention

Email, phone, a letter or a combination of all three are good.
If you don’t get a reply, be persistent, but polite. They are busy people, but probably won’t get back to you unless they are actually interested.
Getting on their radar can be difficult, but there are a number of ways of doing this; eg personal introductions (gallery, industry event) or show your work to an ad or design agency and get them to suggest some agents (then you can say you were recommended by…“Fred Bloggs”).

4. Compatibility check

Make sure you have the right one, if you get a face to face meeting, make sure you get on. Do you like them? (Do they like you?!)
Ask them all the questions you need answers to - contracts, production, fees etc.
The right agent will help your career. The wrong one will hinder it!

Pro’s & Cons of having an agent

Advantages

Connections: A photography agent will know the business inside and out and have a wealth of relevant connections and contacts to help you. By working with an agent, you open yourself up to a whole new world of opportunities.
Improved client relations: When you work with an agency, they will be the first point of contact for all current and potential clients. They will keep the client happy and update them on progress, saving you the trouble. They also deal with client problems and unhappy customers for you and keep relationships smooth and trouble-free.
Help with negotiations: Negotiating rates is one of the most challenging aspects of working for yourself in a creative career. You know the value of your work, and you shouldn’t have to settle for less than it is worth. An agent will take care of this for you, fighting tirelessly to get you the best possible rate. They have a wealth of experience in negotiation and will offer more clout when going head to head with a money-hungry client.
More time on your hands: One of the biggest draws of working with an agency is that it will dramatically free up your schedule. You will no longer have to worry about managing your business, as your agent shoulders an enormous part of your current workload. Use this extra time to take more photos, work harder on your edits or enjoy more personal time.

Disadvantages

No guarantee of work: While your agent is working hard to get you work, it doesn’t mean they will always succeed. You can’t put all the responsibility for your success on the agency, and you will still need to actively seek new clients and projects.
Loss of client connections: Although having an agent to handle your client relationships can be hugely positive, it can also be damaging to the relationship. When the client always goes through the agency, a happy customer puts their faith in them, rather than you. It is essential to maintain an active presence in all projects and maintain your client relationships.
Financial setback: Working with an agent comes at a cost, which is usually a 25-30% cut of your income. This can be frustrating, particularly if you don’t see a massive uptake in work right away. But a good agent should always be able to make you far more money than they cost.