In the golden age of Hollywood, it was the film studio that held the control of the actors, who were responsible for digging up new stars and packaging and launching their own actors. At that time, there were also brokers, but they appeared because the stars and studios had financial and legal disputes and needed someone to take care of them.
Today, although big film companies still dominate the film industry, brokers are as powerful as film companies, if not more powerful. Because almost all actors are represented by agents now, film studios have to hire actors through agents.
A broker spends most of his day on the phone, looking for a "production list"-it lists all the films that the production company is shooting and the roles he needs, and gives photos of the artists he represents to the casting director, hoping to help his clients get interviews.
They are also responsible for contract negotiation, such as how much the customer can get for playing this role. Now they also pay great attention to the use of the Internet. God knows who's hanging around the internet, maybe it's a big producer.
Besides actors, singers and sports stars also have agents. In the eyes of brokers, all stars are regarded as commodities. When facing a new client, the first consideration for each broker is what he or she wants to sell.
A music agent will think, "Is his music good enough? Does anyone want to listen to such music? How much will these people pay for his music? What channels can I use to let people know about his music? "
It doesn't matter how old their clients are, it's the characteristics of "products" that make brokers decide to buy an artist. Some people are super funny, and some people tell creepy stories. God gives everyone different talents, and a good agent will never waste things.
Of course, the more professional question is: how to let the public know and be willing to spend money on this "commodity"? We may see some clues in Megan Mulari, who is in her forties. In September this year, NBC will launch a talk show "The Megan Mulari Show" in her name.
Megan Mulari was originally an actress in the popular American TV series Will and Grace. This character is generous, has a high voice, likes to play rude jokes, is mean and interesting, and is very popular with the audience.
Because she often makes amazing remarks, one day a boss of NBC had a brainwave: maybe she could be the host of a comedy talk show. Next, the public relations company made a market survey and found that the actor was easily recognized by the audience.
Next, the brokerage company began to package, trying to increase her exposure. The most important strategy is to organize a nationwide publicity tour for her, including asking a university to award her an honorary degree to win some university audiences; And visit some gay groups to attract marginal groups.
In order to increase affinity, the TV station also decided to let ordinary people play the leading role in her program instead of celebrities. In the short advertisement specially made for her, people can see that her guest is a housewife with a python as a pet in the basket.
In this short film, Megan Mulari is alive and kicking on the stage, even doing three somersaults happily when changing the lens. This energetic masculine comedy stunt will obviously attract the target audience of housewives.
In this way, American star makers have successfully turned a third-rate actress in her forties into a hot tomorrow star through accurate market positioning, large-scale publicity and tailor-made entertainment works.
Disputes between stars, brokers and brokerage firms have been heard from time to time, such as the contradiction between Eva Huang and the brokerage firm, which has caused heated discussion about the termination of the contract. Basically, most contradictions are caused by the distribution of interests. So, how are the accounts of stars and brokers divided? This has to start with the relationship between stars and agents.
There are mainly two kinds of brokers, one is personal relatives and friends as brokers, and the other is group brokerage companies. They have different influences on artists.
The profit share of mainland brokerage companies and artists is generally "37-30", and when some popular stars renew their contracts, the brokerage companies will take the initiative to drop to "28-20".
The most basic job of brokers is to facilitate transactions through intermediary business. So how do they work? First of all: evaluate the customer's business effectively and correctly. Usually, when the customer sells the business, the pricing of the business will be emotional to a certain extent, which can't really reflect the actual value and price of the business. Brokers are experts in a certain industry, and they can evaluate an enterprise rationally. Second, sign brokerage contracts with customers; third, find buyers for customers according to their specific requirements and contracts. Broker training course 4: promoting the success of both parties' transactions. Rights and obligations of both parties. Fifth: get a commission. In the international brokerage industry, the success of a business generally requires ten steps, which require the cooperation of customers and brokers.