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Authors: James Alburger
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or nonunion. For AFTRA/SAG work the commission is above and beyond the performer’s fee (scale plus 10%). In some cases, the commission may be taken out of the talent fee, especially for nonunion freelance work obtained by an agent. For talent agencies to book union talent, they must be franchised by the local AFTRA and SAG unions. Contact the union office in your area for a list of franchised talent agents.
Unfortunately, this is not a perfect world, and there are many unscrupulous agents who will attempt to relieve you of your money. If anyone asks you for money up front to represent you or get you an audition, he or she is operating a scam. Period! The same is true for 1-900 numbersthat charge a fee for information on auditions and casting. Most of the information is available elsewhere, either for free or a minimal charge. The best thing to do is find a reputable agent and stay in touch with him or her. Even if you are freelance and must pay your agent a 25% commission, the advantages of representation may well be worth it.
Do you need a talent agent to do voiceover work? No. Will a talent agent benefit you in your voiceover career? In most cases, yes. Chapter 20 includes a complete discussion on how to find and work with a talent agent.
THE CASTING AGENCY OR CASTING DIRECTOR
A casting agency is hired by an advertiser or production company to cast the talent for a particular project. They may also provide scriptwriting and some producing services, such as directing talent. They may even have a small studio where some of the production is done. Casting agent fees are normally charged directly to the client and are in addition to any fees paid for the talent they cast.
Most voice casting agencies work with talent agents and have a pool of talent that covers all the various character styles they use. Talent from this pool are used for all projects they work on and they will rarely add a new voice to their pool unless there is an opening or special need. The talent in their pool may be represented by several talent agents. Casting agencies may occasionally hold open auditions to cast for their projects but they are generally not a good resource for nonunion voice talent.
THE PERSONAL MANAGER
A personal manager is hired to manage a performer’s career. The personal manager attempts to get the talent agent to send the performer out on auditions, and encourages the agent to go for a higher talent fee. Managers usually work on a commission of up to 20% of the performer’s fee, which is taken out before payment to the performer and in addition to the agent’s commission. Some managers may work on a retainer. Either way, a manager can be expensive, especially if you are not getting work. Personal managers are fairly rare in the world of voiceover, and the voice actors they work for are generally well-established on-camera performers who will only occasionally do voiceover work.
HOW ADVERTISING AGENCIES WORK
Advertising agencies work for the companies doing the advertising, coordinating every aspect of an advertising or marketing campaign. They write the scripts, arrange for auditions, arrange for the production, supervise the sessions, handle distribution of completed spots (spot announcement, or commercial) to radio and TV stations, purchase air time, and pay all the fees involved in a project.
Ad agencies are reimbursed by their clients (advertisers) for production costs and talent fees. They book airtime at the station’s posted rate and receive an agency discount (usually about 15%). They bill their client the station rate and get their commission from the station as a discount. If the advertising agency is an AFTRA or SAG signatory, they will also handle the union fees according to their signatory agreement. Since the ad agency books all airtime, they also handle residual payments, passing these fees on to their clients.
Most advertising agencies work through production companies that subcontract everything
Unfortunately, this is not a perfect world, and there are many unscrupulous agents who will attempt to relieve you of your money. If anyone asks you for money up front to represent you or get you an audition, he or she is operating a scam. Period! The same is true for 1-900 numbersthat charge a fee for information on auditions and casting. Most of the information is available elsewhere, either for free or a minimal charge. The best thing to do is find a reputable agent and stay in touch with him or her. Even if you are freelance and must pay your agent a 25% commission, the advantages of representation may well be worth it.
Do you need a talent agent to do voiceover work? No. Will a talent agent benefit you in your voiceover career? In most cases, yes. Chapter 20 includes a complete discussion on how to find and work with a talent agent.
THE CASTING AGENCY OR CASTING DIRECTOR
A casting agency is hired by an advertiser or production company to cast the talent for a particular project. They may also provide scriptwriting and some producing services, such as directing talent. They may even have a small studio where some of the production is done. Casting agent fees are normally charged directly to the client and are in addition to any fees paid for the talent they cast.
Most voice casting agencies work with talent agents and have a pool of talent that covers all the various character styles they use. Talent from this pool are used for all projects they work on and they will rarely add a new voice to their pool unless there is an opening or special need. The talent in their pool may be represented by several talent agents. Casting agencies may occasionally hold open auditions to cast for their projects but they are generally not a good resource for nonunion voice talent.
THE PERSONAL MANAGER
A personal manager is hired to manage a performer’s career. The personal manager attempts to get the talent agent to send the performer out on auditions, and encourages the agent to go for a higher talent fee. Managers usually work on a commission of up to 20% of the performer’s fee, which is taken out before payment to the performer and in addition to the agent’s commission. Some managers may work on a retainer. Either way, a manager can be expensive, especially if you are not getting work. Personal managers are fairly rare in the world of voiceover, and the voice actors they work for are generally well-established on-camera performers who will only occasionally do voiceover work.
HOW ADVERTISING AGENCIES WORK
Advertising agencies work for the companies doing the advertising, coordinating every aspect of an advertising or marketing campaign. They write the scripts, arrange for auditions, arrange for the production, supervise the sessions, handle distribution of completed spots (spot announcement, or commercial) to radio and TV stations, purchase air time, and pay all the fees involved in a project.
Ad agencies are reimbursed by their clients (advertisers) for production costs and talent fees. They book airtime at the station’s posted rate and receive an agency discount (usually about 15%). They bill their client the station rate and get their commission from the station as a discount. If the advertising agency is an AFTRA or SAG signatory, they will also handle the union fees according to their signatory agreement. Since the ad agency books all airtime, they also handle residual payments, passing these fees on to their clients.
Most advertising agencies work through production companies that subcontract everything
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