How to Cast Models and Actors: How It Differs from Working with Influencers
This article was automatically translated from the Japanese original. Read the original in Japanese
Casting models and actors centers on negotiating terms with talent agencies, and proceeds in this order: selecting candidates, confirming terms, contracting, and managing the day of the shoot. Unlike working with influencers, it does not assume the talent will post on their own social media. Models and actors are cast for the strength of the video or photography itself.
| Item | Working with influencers | Working with models and actors |
|---|---|---|
| Main objective | Reach that spreads through the person's own posts | Video and photography that convey the brand's world view |
| Point of contact | The person directly, or their agency | The talent agency they belong to |
| Posting | Posts are the core of the results | Not assumed (if requested, include it in the terms) |
| Core terms | Post content, timing, PR disclosure | Hours committed, media and period of use, whether editing is permitted |
| When to decide | At the time of the request | Before the shoot (additional negotiation after the shoot tends to be difficult) |
In what order does casting models and actors proceed?
The process has the following four steps.
| Step | What to decide | Who is involved |
|---|---|---|
| Shortlisting candidates | Brand image, content of the shoot, number of candidates | Brand representative, agency |
| Confirming terms | Hours committed, media of use, period, whether editing is permitted | Talent agency, agency |
| Contracting | Putting terms in writing, confirming the shoot date | Brand, talent agency |
| Day of the shoot | Schedule from arrival to wrap, confirmation of costumes and the location | On-site staff, the talent agency's manager |
For example, when asking an actor to appear in the key visual for a new product, decide at the shortlisting stage whether it will be photography or video, and whether it will be used only on the web or in stores as well. If this is not settled, you will have to go back and forth many times at the term-confirmation stage.
How does it differ from working with influencers?
The major difference is the core of what you are asking for. With influencers, the result comes from the spread of the person's own posts. With models and actors, the core is appearing in the video and photography that the brand will use.
For this reason, the structure of the terms also changes. With influencers, you set the content and timing of posts. With models and actors, you set the time they will appear, and in which media and until when the finished video or photography will be used. The wider the scope of use, the more there is to confirm with the agency.
Where do projects tend to stumble?
The most common stumbling point is wanting to widen the scope of use after the shoot. If you negotiate afterward, saying "we'd like to use it in stores too" or "we'd like to extend the period," coordination with the agency tends to become difficult. Listing the media and period you may want to use, on the broader side, at the outset will save trouble later.
Another point is when you ask the talent to post themselves. If you want them to post on their own social media in addition to appearing, include whether they will post and when as terms separate from the appearance terms. Posts that constitute advertising need the same PR disclosure approach as with influencers. For details, see What Is PR Disclosure for Sponsored Collaboration Posts?.
What should you decide first?
Deciding the following five points before sending a request will speed up confirmation of terms.
- Media to be used (web, social media, in-store, video, etc.)
- Period of use
- What will be shot (photography or video, number of items)
- Shoot date and a guideline for the hours the talent can be booked
- Whether you will ask the person to post on their own channels
If you also need reach on social media, you can divide roles and combine them, for example an actor for the key visual and influencers for reach on social media. The basics of working with influencers are covered in What Is Influencer Casting? How It Works and the Request Process. The process from selecting talent to negotiating with agencies and adjusting terms of use is summarized on the Casting of Actors, Models, and Talent page.
Scope of This Article
This article outlines the general process for casting models and actors. It does not cover individual contract clauses or the terms of specific agencies. For individual projects, confirmation with each agency takes priority.