What a talent agency does, and what it doesn't

Most creatives meet the word "agency" long before they meet an agent. It turns up in bios, in DMs from strangers and in advice from people who had one once. It helps to know what the job actually is before you decide whether you want someone doing it for you.

The short version

A talent agency puts you forward for work, agrees the terms and makes sure you get paid. In return it takes a share of what you earn from the work it handles. That's the whole model. Everything else is detail.

The detail matters, though, because "putting you forward" can mean very different things depending on the agency, the discipline and the stage you're at.

What a good agency does

It finds work you couldn't reach on your own. Some briefs never go public. A production company needs a session bassist on Thursday, a brand wants three photographers for a launch, a podcast network is looking for a host. Those briefs go to people the client already trusts, and an agency's job is to be one of those people.

It matches you to the right work, not just any work. Being sent everything is not the same as being represented. A good agent knows what you're good at and what you're trying to become, and says no to things on your behalf.

It negotiates. Rate, hours, usage, travel, cancellation terms, credit. Most creatives undercharge because the conversation is awkward. An agent has that conversation every day and isn't emotionally attached to the outcome in the same way you are.

It handles the admin. Contracts, invoices and chasing late payments. This is unglamorous and it is a big part of the value.

It gives you an honest read. Which parts of your portfolio work, which don't, what clients are asking for this year. You should come away from conversations with your agent knowing more than you did.

What an agency doesn't do

It doesn't guarantee work. No honest agency can promise you a set number of bookings. Clients choose. An agency improves your chances; it doesn't remove the choosing.

It doesn't replace your own effort. You still need to make good work, keep your portfolio current, turn up on time and be easy to work with. An agent can open a door once. Whether it opens again depends on you.

It doesn't own your work. Signing with an agency should not mean handing over the rights to anything you make. If a contract asks for that, ask why, and get advice before you sign.

It doesn't charge you to join. Be very wary of any agency that wants money upfront to "register" you, build your portfolio or put you on its books. In the UK there are rules on what agencies can charge the people they find work for; the government's guidance for employment agencies sets them out. As a working rule, the agency should earn when you earn.

Questions to ask before you sign anything

• What kind of work do you put people like me forward for, and how often?
• What is your commission, and on which work does it apply? Only work you find, or everything I do?
• Is it exclusive? Can I still take work I find myself?
• How do payments work? Does the client pay you or me, and how quickly do I get my share?
• How do I leave, and what happens to work that's already booked?

If the answers are vague, that tells you something. A good agency will be happy to put the terms in writing.

Warning signs

• Fees to join, to be photographed or to be "featured".
• Pressure to sign on the day.
• Promises of fame, or of specific clients, with nothing to back them up.
• No written agreement, or an agreement you're not allowed to take away and read.

Is it the right time?

An agency is most useful when you already have work to show and you want more of it, better paid, with less time spent chasing. If you're just starting out, it can still help to talk to one: a short conversation about where your work fits is worth having early.

Lumen Agency works with musicians, DJs, photographers, filmmakers, podcasters, designers and other creatives in London. You apply once, a person reads every application, and if it's a fit we talk about what you need: representation, paid work, or other creatives to work with.