from rep to rep, that’s a red flag that tells me to stay
away, no matter how talented they are. I have learned
not to invest my limited time and hard-earned cash pro-
moting someone who’ll easily leave.Ralph clearly has his priorities straight. And, even though it
is a rep’s market, you still need to be choosy when you look for
someone to represent you. So before launching the search,
consider the traits you will be looking for in a rep and under-
stand, as Ralph suggests, that you are looking for a long-term
relationship, not a twelve-month affair.
Agents’ most beneficial services are their ability to develop
your career, negotiate and license your work, and build rela-
tionships with buyers. You will be looking for contacts that
display the needed skills to accomplish these jobs.
When making a list of qualities that your agent must have, be
sure to include genuine interest and excitement for your work as
a qualifier for any rep you consider. A proven track record with
talent and clients is important, as are organizational skills,
marketing savvy, and confidence. Finally, a shared work ethic and
common servicing values are a must.
When you start the search, be prepared to conduct an all-
out effort. Get the word out on the street that you’re looking.
Discuss your needs among peers at art director clubs and similar
meetings.
Peruse sourcebooks and Web portals; most have a general
listing of reps in their directory sections. Look for pages reps
have purchased with talent. Look for an agent who already has
photographers that you feel have talent and are at a similar
talent level as you are, but may not create the type of work that
you do. Note as well the agents who might benefit from what
you might bring to the rep’s existing stable of talent.
Consider contacting SPAR (the Society of Photographers
and Artists Representatives) in New York City. While sometimes
difficult to reach—after all, they are busy working reps—SPAR
publishes a directory of members. The list includes the type of
talent the agent handles, as well as contact information.
Consider an ad in the SPAR newsletter or in PDN (the national
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