Industry Research Blog Post

Jerome Joyce

The entertainment industry is a broad term for an array of professions. My interest is in being a talent agent. For my industry research assignment, I decided to pick talent agencies, the development of web series, rise of independent artists, and impact of social media in print modeling as my four topics.

Talent Agencies:

My goal is to create a talent agency with a grassroots feel. I want to build my company to connect local aspiring actors with local and regional opportunities. In this age of information, that is very possible to achieve. Also, in this new age there is the idea of convergence. Convergence is bringing together all separate areas into one. In my research, I found that talent agencies are joining this movement. Companies like UTA and CAA are pairing up with startups and non-film/television companies. This action came about after the guild strikes but it has stuck around ever since. This information is helpful to me because it sets the precedent for what agencies are doing. I can team up with other local companies, unrelated to film or television, which have major pull and build my brand. Another thing I found out during my research is that agencies are now representing news personalities. For example, N. S. Bienstock, the same company that represents Anderson Cooper, has merged with United Talent Agency. I took from this finding that I can broaden my horizons in this field. This University, as well as others, has students in journalism programs. Many of those students have trouble finding adequate jobs in the news industry. I could serve as a liaison between aspiring personalities and media outlets to help them find a job.

Development of web series:

The development of web series is becoming increasingly popular in today’s culture. Most of these web series air on YouTube. It has become so popular that YouTube often pays series with high volumes of viewership. It was noted that they received $100 million in 2012 to back original content. That is how channels like iamOTHER, which features the popular web series Awkward Black Girl, came about. I also found information on how to create a web series. I know several people who are open to the idea due to its growing popularity. There are 7 steps that I found to make this happen. One of those steps includes finding the right actors. This is where my company can come in. I can find the talent for the new web series. I could also team up with existing shows in my area or region and ask if they need any new talent or extras.

Rise of independent artists:

The days of musical artists signing with major labels is coming to a close. Today, it is ever popular for artists to be independent. The reach of social networks makes it easier for indie artists to get their music to the public without the help of big companies. According to the New York Post, indie artists controlled 25.8 percent of the music industry in 2007. So, how did this change happen? It is because people are streaming music online at rapid rates. Streaming music accounted for growth seen in the amount of indie artists. I took away from this research that indie artists gain more and more attention through live streaming avenues. My talent agency can help because artists constantly create visuals for their music. In those videos, they use talent. My clients could be paired with the hottest artists in the area, and be featured in their music videos. Then, those videos will be uploaded to YouTube where they will accrue views 24-hours a day. That gives my clients more exposure and helps my brand.

Impact of social media in print modeling:

Social media is one of the most powerful tools today. It spreads all information, whether true or false, in a matter of seconds. Social media is also the best place to go to find the next best sensation. One of the networks with this kind of power is Instagram. There are everyday people on Instagram with 10,000 followers or more simply based on their pictures. Those types of people exist in every city, state, and country. Those same people are often asked to host parties or be in music videos simply off of their social media popularity. Companies started to take notice of this phenomenon. Marc Jacobs, ASOS, and other fashion companies are constantly creating hashtag selfie campaigns to find fresh new faces. The companies will ask followers to post a picture of him or her using the hashtag, or they will post contestants on their own page. In both cases, the pictures with the most likes win the competition. This is the new avenue of discovering a model. So much so, IMG Models decided to find new talent that way instead of going the traditional route. This new form of modeling helps me because I can find contests like these for my clients, and get them featured in print promotions for events.

These four aspects in the industry will help me build a strong brand. I appreciate an assignment like this because it helped me layout how much everything is connected.