I’ve been thinking about writing on this subject for awhile but wasn’t entirely sure how to tackle it. There is no formula, no strategy, no pre-defined method to getting an agent. And fashion photographers can have significantly different needs than commercial photographers, and younger photographers seeking their first agency versus experienced shooters jumping to a new agency will have different expectations.

So I’m just going to write what I think and hopefully some of it will be helpful, or at the very least interesting.

Ask yourself why you want or need an agent. As soon as you sign on with an agency that’s 25% of your earnings going to another entity. So have a good think about this. If you really think that an agency will help you get to another level or find new markets for you then start your search. It’s not really advisable to seek representation with the mindset of finding someone to help you with invoicing or to say “No” for you to certain undesirable assignments. By all means one should expect to get more work, perhaps gain some prestige, have more resources, marketing tools and contacts at your disposal once you’re with an agency but you need to have the right reasons to be out there searching.

Ask yourself why an agent would want you. This is where you have to be brutally honest. The vast majority of photographers will not have agents. The vast majority of decent to elite photographers will have agents.

My point here is that most working photographers will never have an agent. And that’s absolutely fine. They will probably make decent money, depending on their niche or their local market, make some good money on the side in stock and be like most of the working population, working hard to make a decent living.

But most photographers who have agents get taken on for good reasons. This goes from the painfully obvious (they are big names who command huge fees and will raise any agency’s profile), to the fact that a photographer’s portfolio helps round out a missing niche on their roster (a certain still-life aesthetic, a portraiture shooter, a sports photographer…you name it). And sometimes a photographer has few clients but the talent is so obvious it’s worth the relative risk.

So look at your body of work, your client list. What magazines are you shooting for? (This is probably more important for fashion photographers) What advertising clients do you have? Do you make money? Do you have good connections? Have you pissed anybody off for the wrong reasons?

A photographer may see this as a Catch-22 but agents like to take on photographers that have built up their own client list, have made the rounds, have hustled, who are at least a little bit business-savvy (you’re incorporated, you own your own equipment, you have a studio…), who invest in themselves, are professional and really care about their work. The more they have to work with the more they can do.

Do your due diligence. So you think you’re ready. Now’s the time to do some research before you start trying to make the rounds. There are a ton of questions you need to ask and try to have answered.

What agencies are right for you? Do you see yourself more with a boutique style agency that handles only 5-10 photographers or do you want to be with a Stockland Martel that represents 42 photographers but happens to do it very, very well? Are you looking to get more editorial work, more advertising work…make a switch into fashion? If you live on the West Coast do you want an agent who covers both coasts or do you want a different agent for each (providing they do that)? If you see that an agency has just added 5 new names to the roster, they probably aren’t looking for any more and you probably do not want to join their agency. If there is a photographer on their roster whose client list and style are eirily similar to yours, ditto. Go on a site like Lebook or check out Photo Editor’s comprehensive list and start looking at each one.

Start asking around…which brings me to my next point.

Use your connections. Referrals, referrals, referrals. Nothing like it. My first boss in the business taught me this. The vast majority of photographers that he represents were referrals from his clients. Many a photo editor had called him up and said…you have to see this person’s book and soon he was representing them. If you know your clients already like to use this guy then that’s a really good bonus. So if there are any photo editors or clients you have a good relationship with the feel free to ask them for referrals. More likely than not they would rather work with you through an agency and if that’s the case then they’ll be more than happy to refer you to someone they think is the right fit. And these guys talk to a lot of agents. And don’t be afraid to ask for dirt. Everyone talks in this business and if you ask the right questions then you may get your answers.

Temper your expectations. Just because you’ve landed one front of book story that ran a quarter page in Vogue doesn’t mean your next phone call should go to Art Partner. By all means, feel free to call up these agencies if you’re simply seeking advice but don’t be offended if you never get a call back. We may not see as many books as Photo Editor does but we still get our share of promos and portfolio drop-offs. The more research you do into an agency that you think would be the right fit than the higher likelihood of getting a meeting.

The process could take from two weeks to a year to find the right fit. Don’t be in a rush. Continue working, seeking new clients, keeping your old ones happy. I find that summer tends to be a good time to meet photographers as agencies tend to slow down a bit around then. Like most things it’s all about timing.

The Meeting. So you made some calls and you got a meeting with the big photo agent at the big photo agency. What do you do?

Generally speaking, treat it as an interview. Bring your book. Make sure it looks good. And don’t bring too many books..just your best work. If you get a meeting, make sure you turn up. Sounds obvious but I (or my colleagues) have granted meetings to photographers who call to re-schedule without any good reason. Guess what..that was your shot buddy. Don’t turn up late. You don’t have to wear a suit but don’t turn up in flip-flops either. Have some good questions ready and be prepared to talk about all aspects of your work.

After the Meeting. Drop an email, say thanks. Do not ask if they could set up meetings for you with clients. They’re not your agent, yet, and may not be if you ask such things. By all means feel free to email them images of new work, keep them updated. Do not be a pest. If multiple emails or calls go unanswered, then you should take the hint.

Getting an Offer. So an agency has said, yes please, come on board and let’s make beautiful music together. If you’re one of the lucky ones maybe even two agencies have made you this offer. At this point, really try and do some more research, weigh the pro’s and cons and if all else fails go with the person you think you’ll like the most (or will drive you the least crazy).

That’s all for now.