7 steps to agent attraction, or how to find an agent

As a professional photographer, if you’re finding that you’ve reached a point in your career where you literally have no time to respond to e-mails, call your family, or make a cup of decent coffee because you’re so busy trying to stay on top of every single aspect of your business, then maybe it’s time you bit the bullet and seriously considered getting an agent.

Finding the right agent is intimidating and can sometimes be quite daunting. The selection of the agency you approach to take you on can be one of the most important decisions of your career. The most important factor is that the agent you select has a good opinion of your work, and that you believe that.

Seek out an agent who will market you to all the “right” clients based on your personal skill set, as well as your style and visual aesthetic. After all, no two people are the same and their careers should not be managed in the same way. If an agency doesn’t approach you, you face the task of competing with the hundreds of other photographers out there in order to get your work in front of prospective clients.

Top tips

• Find the agency your work has an affinity with. Even if the talent they represent seems to have more experience than you, it is likely they will have a development stream, which may not appear obvious from the outset, so don’t hesitate to ask question.

• Present your work in the way in which you would want it to be marketed.

• Ask for feedback. If the agent can’t take you on, find out why. Use the feedback you receive and work with it to move you in the right direction.

• Ask the agent where they feel your work should sit, both editorially and commercially, and make sure that you are both on the same path from the outset.

• Don’t get disheartened by being turned down. There are a number of agencies out there and the right fit will come along. Remember that a great deal of hard work goes into building a career that is at a point where it needs an agent to make money of out of the work you do.

• You are the one who needs to be dedicated and determined if you want your career to be a success. An agent is there to guide you on your decisions and monetise opportunities that come your way.

• Most importantly, remember to control your ego, and that manners and integrity get you everywhere.

About the author

Olivia Poushkine is the principal of talent agency, Poushkine People. She founded the agency 2011 following a career working in London and Sydney for some of the world’s leading creative agencies, production houses and magazines. Over the last decade, Poushkine has represented internationally-acclaimed stylists, models, producers and photographers, including Daniela Federici, Chris Colls, Romy Frydman, Trevor Stones and Christine Centenera. Poushkine People’s particular focus is on developing talent who need attentive guidance in their chosen field.