The "Industry"

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Can Social Media Change the Way Talent and Screenplays are Discovered and Sold in Hollywood

Screenplay Writer Blog

If You've Got "The Look" . . . Look Out!
Avoiding Modeling Scams

What could be more flattering? Someone approaches you at the mall and says, "You could be a model. You've got the 'look' we're after. Here's my card. Give me a call to set up an appointment." People have always said you're good looking. Now, visions of glamor, travel and money flash before your eyes.

More and more successful models have been discovered in everyday places like Myspace, malls, boutiques, clubs, and airports. But the vast majority of would-be models knock on door after agency door before work comes their way.

It's All an Act
If and when you make that follow-up appointment, you'll probably find yourself in an office filled with lots of other model and actor hopefuls. Then the spiel starts. What you thought was a job interview with a reputable talent agency turns into a high-pressure sales pitch for modeling or acting classes, or for "screen tests" or "photo shoots" that can range in price from several hundred to several thousand dollars.

Man, woman, or child — it makes no difference to bogus model and talent scouts. Often, these scouts are after one thing — your money — and will say just about anything to get it. But what they say isn't always what they mean.

What They Say vs. What They Mean

Unscrupulous model and talent scouts have their acts down pat. Listen carefully to read between their lines. If they don't want money, it is probably real.

• "We're scouting for people with your 'look' to model and act."
  I need to sign up as many people as possible. My commission depends on it.
• "Your deposit is totally refundable."
  Your deposit is refundable only if you meet very strict refund conditions.
• "You must be specially selected for our program. Our talent experts will carefully evaluate your chances at success in the field and will only accept a few people into our program."
  We take almost everyone.
• "There's a guaranteed refund if you're not accepted into the program."
  Everyone's accepted into the program. Forget the refund.
• "You can't afford our fees? No problem. You can work them off with the high-paying jobs we'll get you."
  We demand payment, whether or not you get work.
• "Commissions from our clients are our major source of income."
  Our income comes from the fees we charge you.
  

Pose-itioning Yourself

• To break into the business, you — the talent — need professional photos. There are two types of standard photographs — a "head shot" and a "composite card."
• The typical marketing tool for an actor, experienced or not, the head shot usually is an 8" x 10" black and white photo of the face, with your resume printed on the back.
• A "comp card," the typical marketing tool for the experienced model or the wannabe, usually features several shots on the same sheet, showing off the talent in different attire or settings.
• Agencies and schools offer separate and distinct services. Make sure you know the difference.
• Modeling (or talent) agencies secure employment for experienced models and actors. Some agents require that you sign up exclusively with them; others may allow you to register with them as well as with other agencies in town.
• Modeling and acting schools claim to provide instruction — for a fee — in poise, posture, diction, skin care, make-up application, the proper walk, and more.
• Modeling schools do not necessarily act as agents or find work for you — after you take their classes, you may be on your own.

Talent Tips

• Steer clear of modeling companies that require you to use a specific photographer.
• Compare fees and the work quality of several photographers.
• Be suspicious if a company requires an up-front fee to serve as your agent.
• Be cautious if the school has a special referral relationship with a specific modeling agency. The two could be splitting your fees, or the agency may not be suited to your needs.

Avoiding a Model Rip-Off

• Ask yourself, "why me?" Don't let your emotions — and the company's flattery — take control. Think carefully and critically about how you were approached: if it was in a crowded mall, think how many others also may have been approached.
• Avoid high-pressure sales tactics. Never sign a document without reading and understanding it first. In fact, ask for a blank copy of the contract to take home and review with someone you trust. If the company refuses, walk away.
• Be leery of companies that only accept payment in cash or by money order. Read it as a strong signal that the company is more interested in your money than your career.
• Be wary of claims about high salaries. Successful models in small markets can earn $75 to $150 an hour, but the work is irregular.
• Ask for the names, addresses and phone numbers of models and actors who have secured successful work — recently — based on the company's training.
• Check out client claims. If an agency says it has placed models and actors in specific jobs, contact the companies to verify that they've hired models and actors from the agency.
• Be skeptical of local companies claiming to be the "biggest" agency or a "major player" in the industry, especially if you live in a smaller city or town.
• Realize that different parts of the country have different needs. For example, New York is recognized for fashion modeling; the Washington/Baltimore area is known for industrial or training films.
• Ask if the company/school is licensed or bonded, if that's required by your state. Verify this information with the appropriate authorities, such as your local consumer protection agency or state Attorney General. Make sure the license is current.
• Ask your local Better Business Bureau, consumer protection agency and state Attorney General if there are any unresolved consumer complaints on file about the company.
• Get everything in writing, including any promises that have been made orally.
• Keep copies of all important papers, such as your contract and company literature, in a safe place.

You've Got the Cutest Little Baby Face

A special word to parents of infants and toddlers

Think your child is model material? Bogus talents scouts do. And they'll gladly set up a professional photo shoot to allegedly help you get modeling and acting jobs for your tyke. Of course, they don't tell you that the market for infant models and actors is very small. What's more, because an infant's looks change quickly, the photos become outdated. In truth, few infants are marketed with professional photos. Legitimate agents, advertising agencies, casting directors and producers generally ask for casual snapshots of infants that have been taken by family members or friends.

Where to Complain

If you've think you've been scammed by a bogus model or talent scout, contact your local consumer protection agency, state Attorney General, or Better Business Bureau. They're in your local directory assistance.

You can file a complaint with the FTC by contacting the Consumer Response Center by phone: toll-free 1-877-FTC-HELP (382-4357); TDD: 202-326-2502; by mail: Consumer Response Center, Federal Trade Commission, 600 Pennsylvania Ave, NW, Washington, DC 20580; or through the Internet, using the online complaint form. Although the Commission cannot resolve individual problems for consumers, it can act against a company if it sees a pattern of possible law violations.

The FTC publishes free brochures on many consumer issues. For a complete list of publications, write for Best Sellers, Consumer Response Center, Federal Trade Commission, 600 Pennsylvania Ave, NW, Washington, DC 20580; or call toll-free 1-877-FTC-HELP (382-4357), TDD 202-326-2502.

Whether you're a male model or a female model or you're considering whether you should be a model, there are a few factors that need to be considered. There are the physical requirements of modeling which go beyond mere measurements. The personality of top models is also incredibly important and becomes a major factor when you consider the time you will be spending with such professionals as photographers, hair stylists, make up artists, and art directors. Also, you need to be able to market yourself. You may have the look, the talent, and the personality but if nobody knows you exist you won't be getting top model jobs.

Essentially, as a model you are a commodity. Having the right look and the talent is what makes a true super model. The physical requirements definitely mean that you must be tall, thin, and beautiful (for the most part) but you must also have an incredible work ethic and an ability to work in a high stress environment. Most top models at one time or another will find their jobs grueling so when modeling agencies are looking for new talent, they are also looking for new models who they feel will be able to undertake all the physical demands of modeling. There is a lot of traveling for successful models along with very busy schedules and sometimes long working hours. If you're asking yourself how to become a model some of the key ingredients include persistence and perseverance.

Almost all reputable model agencies will also be looking for somebody with the right personality. You must be able to adapt to different environments, cultures, and individual personalities. Ultimately, the best super models are highly adept at quickly forming effective working relationships with a variety of professionals. You must be able to understand exactly what your photographer expects from you – how should you pose, what about your facial expressions, where should you look. To be successful in modeling you need to have many of the skills necessary for being successful in an office. At any given point you may be working with a hundred or more people trying to ensure a flawless runway show or bikini model shoot. If you are difficult to work with you'll probably cost companies both time and money. "Having a poor reputation in the modeling industry will spread quickly and will ultimately prevent you from working, " Says Eric Greenstein from Greenstein-Shannon Management

Finally, in order to be a successful model requires that you market yourself. You need to build not only a portfolio but a reputation in the industry. Your name is your brand and the top super models are successful because they are good at what they do but also because everybody knows their name. Never underestimate the power of recognition. In the beginning you will have to be crafty to come up with ways to get yourself on the map. Signing with a modeling agency is paramount but building and maintaining notoriety is one of the most important factors in your success.