Steven Brokaw Photography

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Model Agency Information

Steven Brokaw

Modeling can be an exciting career or profession. However, like all things in life you may need help & support to achieve your goals. One of the primary resources in modeling to get this help and support is a MODEL AGENCY.

There is LOTS of complexity, misinformation, conflicting information or simply the lack of information regarding model agencies, what they do, how to apply, etc.

This blog post provides basic information on model agencies. I will discuss:

  • Types to agencies

  • Your responsibilities

  • How to apply

  • Agencies I have worked with

The following information is based on my experience working with agencies and agency models for 15+ years, previously working for a model agency & currently being represented by an agency as a photographer. As a caveat, please use this information as part of your own research, but it should not be relied on as your only source of information.

Types of Agencies

There are 2 primary types of agencies you will want to consider. They are the Mother Agency & the Booking Agency. Note, this article does not discuss the Talent Agency.

Mother Agency:

  • A mother agency (“MA”) is typically the first agency that discovers and / or represents a model. A MA plays a role in developing a model by providing guidance, training and exposure.

  • Most MA provide access to classes / training opportunities specific to a model’s needs or area of focus. These can take the form of individual or group sessions / classes / meetups. The goal is to give the model the skills needed to advance their careers and develop skills necessary for modeling, to get booked and to be placed with a booking agent. As a personal observation you should not be required to take a predefined set of paid generic classes or take a series of classes before being considered for representation by an agency.

  • MA help models build a portfolio, get your digitals, connect with photographers, network and prepare the model for the requirements of the industry.

  • A MA will help a model sign with booking agencies locally and / or in different markets.

  • Contracts with a MA are generally 3-4 years in length and normally exclusive (you will have only 1 MA).

  • A MA primarily makes their money through MA fees paid by booking agencies booking a MA’s model for paid jobs. Some MA (and booking agencies) charge a small monthly or one time administrative / setup fee.

Booking Agency:

  • A booking agency secures bookings and paid photoshoot opportunities for the model.

  • Normally a booking agency does not develop a model. They sign models with experience or have that a MA.

  • A booking agency will handle the administration associated with bookings including coordinating details and handling financial matters of the photoshoot / booking.

  • A booking agency can specialize in specific types of modeling, such as fashion, commercial, fitness, etc.

  • They act as intermediaries between models and clients, negotiating contracts, image use rights, handling logistics, getting the call sheet to the model and ensuring that models fulfill their commitments.

  • A contract with a booking agent is normally exclusive ONLY to the market they cover.

  • Models may be represent by both a MA (for career development) and a booking agency (for bookings) simultaneously.

  • A model can be signed with more than 1 booking agency (typically location based).

  • A booking agency charges the model a booking fee (normally 20%) for each job. This amount is deducted from the model’s rate for the booking.

  • You do not need a MA to be signed with a booking agency. Some booking agencies also act as mother agencies.

In summary, a mother agency focuses on developing a model’s career from the beginning while a booking agency is primarily responsible for securing and managing booking opportunities.

Your Responsibilities

Being signed / represented by a mother agency, booking agency or both doesn’t mean your work is done. You still have the leading role to play in a successful career. IMO here is a list of the most important things you need to do to be successful, but not an exclusive list:

  • Before joining and agency - read the contract in detail before you sign. If you are under 18 your parent or guardian will be required to sign. Understand your responsibilities under the contract.

  • Be prepared to invest time and money in development, your looks / image & being seen. This means having the financial and time resources available to stay healthy, travel to events if the opportunity arises, travel to castings and networking events, development classes, portfolio photoshoots.

    • Note, you will be required (with the agencies support) to build your portfolio. Unless it’s a paid client booking you will be the one paying for your portfolio photoshoots (not the agency).

  • Practice and stay up to date on posing trends.

  • Develop your interpersonal skills, teamwork and how to work with people you don’t know. This is a people / networking / personality driven industry.

  • Be prepared for lots of “no’s”. You will NOT get all the casting call-backs, bookings and opportunities you want. Set realistic expectations & be emotionally strong. Stay positive and professional.

  • Stay up to date on the industry including relevant brands, agencies, models, trends & photographers.

  • Keep your social media up to date, active and relevant.

    • Post regularly, interact, follow other models, photographers, influencers and brands.

    • Tag appropriately, but never tag individuals or brands not in an image or involved with a photoshoot.

  • Talk to your agent regularly. You may need to be the one that initiates the contact.

    • Let your agency know your interests and what you are doing.

    • Keep them up to date on booking or development interests.

    • If your availability changes make sure they know.

    • If you want to arrange a portfolio update or photoshoot.

      • You can request a specific photographer you want to work with and your agent will followup.

    • Let your agent know if your looks have changed (i.e. hair color, measurement changes, tattoos, etc.

  • Stay physically and mentally healthy. This industry is about personality, looks and confidence. You can’t do this if you’re tired, stressed, or physically out of shape. You need to feel good about yourself.

  • Let the agency negotiate bookings for you. If you are contacted by a photographer, brand or anyone interested in booking you pass it along to your agent.

    • Make sure you follow-up with your agency if you’ve passed information along.

Being Considered / Applying to an Agency

Being discovered, considered or being represented by an agency is done in one of the following ways.

  • Online applications

  • Being scouted - the agency finds you

  • Open calls - visiting an agency at their offices

Most agencies rely on an online applications as the first step. The model takes the initiative to apply online. You will find the online application & instructions on the agency website. You will need to have digitals available and your measurements (be truthful).

You will NEVER be asked to provide nude or inappropriate photos when applying to an agency online AND you should never provide them. If you are asked then it is NOT a legitimate agent.

Agencies go through the applications and if you fit their criteria they will follow-up. The agency will then request an office visit or Zoom-type call.

If you do not fit their requirements then they WILL NOT FOLLOW-UP. Don’t take offense, this is simply how the industry works. They will not tell you why they are not interested and it is not appropriate to ask. Again, this is simply how the industry works. However, if you do not get feedback it is completely OK to reapply after an amount of time passes (i.e. 4-6 months)

Some agencies review social media and some have scouts. If they find you the agency may reach out via social media, DM or email. ALWAYS be careful if approached directly or by a scout or agency. ALWAYS confirm they actually represent the agency. Call the agency directly and ask them if the contact is legitimate. Be careful of photographers that reach out to you and say they represent an agency or can get you connected with an agency. This is VERY unusual and is a red flag.

If contacted via email by an agency confirm the source of the email. No legitimate agency uses anything but their official business email account (no Gmail).

Open calls are still used. They will be published on an agency website, on social media or they have regular open call hours. Just note that open calls only take a few minutes and you will not be offered a contract during an open call. An agent may take your digitals at the open call.

Note: You should NEVER be required to pay to apply to an agency.

Selected Online Application Pages

Here are a few agency online application pages as examples. If there is an agency you are interested in applying check their website for their Application / Become A Model / Get Scouted type page. Agencies will clearly detail their requirements for application and what they are looking for. If you don’t meet the requirements (typically height) then I recommend you don’t apply. Find the agency that fits you. Before applying research the agency and see what type of models they represent. Don’t randomly apply.

Agencies I’ve Worked With

While this is NOT an inclusive list nor an endorsement of any of the agencies here is a list of agencies I have either been booked through, have visited or have worked with models they represent in the past few years. These agencies are mainly in the midwest or in LA as I work in a studio and the models travel to me or I travel to LA.

I will continue to update this list as I work with agencies or gather update information. In the meantime if you have any questions please don’t hesitate to reach out via my contact information.

Working With A Model Agency

What to Expect When Submitting to a Model Agency
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