The only constant that exists in life over the long term is change. The industry is not different. It has traditionally been an industry of slow and gradual change, but that’s no longer true.
The Entertainment industry is by standards, on it’s proverbial deathbed…at least in the old model, but what’s alarming is that almost everyone is still acting as if the old model still rules the industry.
The industry isn’t just changing. It has already changed and those that haven’t embraced the new model fully are quickly being left behind.
That begs the question: what is the new industry model and how do we as actors fit into it so that we can build rewarding careers.
At the onset of the modern Hollywood era, actors were controlled by the studios and in many cases and contracts, they were actually considered to be property of the studios that employed them.
They would work only on the projects they were told to work on, accepted whatever pay the studios offered, worked in whatever conditions the studios deemed appropriate and basically had zero control of their careers.
Fast Forward a few decades and through many hard fought battles such as unionizing, actors were able to break free of this system and were finally in control again.
They were then able to work on whatever project they desired, with whatever studio they wanted, and they were even able to determine their rate of pay, guided by minimum standards set forth by the union.
However, while actors were now in control of their careers there was something they hadn’t been able to seize control of: distribution.
While, what some called the Golden Age of Hollywood, made some of the biggest names the industry will ever see, unless the actors were to buy time on TV stations across the country or rent out movie theatres and sell tickets to screen their films, they were not in charge of distribution and had no say in how that was conducted.
This left them with a very important tie to the studios. Sure, actors could protest, demand more money, better working conditions, even demand that the studios expand their slates to produce even more projects but in the end, the studios still controlled whether a project would ever make it out the cutting room.
That brings us to present day where everything has changed.
Not only do we have full and absolute control of our careers, we also control distribution. That’s what is making this the most exciting time to be an actor that we’ll probably ever see.
This is a time when a Facebook live video will attract more viewers than an appearance on The Tonight Show to promote a new release.
That is quickly turning the whole talk show circuit model upside down and it will make the press junket a thing of the past in the next couple of years.
What’s great about this is that anyone with a smartphone and a Facebook account can do the same. You don’t need contracts, and high level contacts to do this.
This is also a time when a well publicized new release on Netflix or Amazon Prime will dwarf opening weekend box office numbers or Prime Time viewer numbers.
Everything is going digital and digital has no boundaries and the barrier to entry is so low that it’s basically nonexistent.
This has left the studios scrambling to come up with new ways to put the ball back in their court.
It’s why they are working feverishly to sign up and coming talent from social media. They understand that in today’s industry environment it’s all about distribution and if you have a large social following, you control a big portion of distribution.
A big social media following does not mean it has to be millions of followers. It’s all about the connection that you create with those followers.
When you get into the 5 figure follower range, a world of opportunity opens up.
That’s when, if you play your cards right, you start seeing interest from higher tier agents, managers, and even CDs will start knocking on your virtual doorstep asking you if you are available to read for roles they have available.
This is why growing your following is so important, and I’ve even built something to help you get the ball rolling. Check it out here.
It goes beyond just having a large following, you also have to communicate with that following in a way that builds a connection with depth to it, or as I so “eloquently” say: duck faces and cocktail selfies won’t cut it.
Your posts should use the CUP method. You should Capture the attention of the reader, Uplift their spirits, and Push the relationship forward.
You connect by sharing building common ground, uplift by being genuine, and push the relationship forward by inviting them to continue sharing the journey with you. This is a can’t lose formula for posting on social media.
See, when a CD or an agent hops on social to search for talent, they are not simply looking at the follower count, they also want to see depth and a connection to that following, and they are looking for talent on social more and more everyday.
It’s a reality of what’s happening in the industry that won’t soon change, and it’s not something we should want to change anyway.
Social is something you also have complete control over for the most part.
It gives you the ability to “demonstrate your powers” as an actor which is something we’ll be going over in the coming weeks.
There is a degree of delayed gratification to this because, chances are, you won’t post something today and get a DM from Casting tomorrow.
This is one of the reasons that so many actors continue operating in the old model of the industry. There’s an instant gratification. When you go to an audition, it feels like you accomplished something, even if you don’t win the role.
While you shouldn’t stop doing that, you should also put just as much if not more time, energy and resources into building your career in a way that will set you up for long term success.
So what do you think grasshopper?
What moves do you think the industry will make next? How will you stay a step ahead of everyone else? What will you do today to ensure that tomorrow is better than yesterday?
Let me know in the comments below or shoot me an email.
I read everyone that comes through and I’m always happy to help because my goal is to…
See you at the top,
Scott