Agent vs. Manager – Which is Right for You?

By the end of this article, you'll know the biggest differences between agents and managers, plus which one you should get depending on where you're at in your career.

If you want to get an agent, check out How to Get an Acting Agent: The Ultimate Guide.

​​Free Resource: Contact info of over 140 agencies for actors.

Agent vs. Manager

What is a Talent Agent?

A talent agent is a licensed expert who helps actors, writers, directors, and musicians find and negotiate work. They're regulated by the government and are required to work for a talent agency “or corporation who engages in the occupation of procuring, offering, promising, or attempting to procure employment for an artist or artists,” according to California state law.

Agents work on commission, meaning they should NEVER charge you a fee to sign with them (if they ask for payment, run the other way because it's a scam).

Most states restrict them to 10-15% commission rates, but in some states they can take up to 25% (which in my opinion is too much).

Some agents are franchised by unions like SAG-AFTRA (but many are not). It's recommended that you sign with a union-franchised agent because they're unlikely to be a scammer. SAG-AFTRA has a complete list of their franchised agents here.

Here are some benefits of having a great agent:

• Submissions to auditions normally unavailable to unrepresented actors. Since they're licensed, they can access Breakdown Services, Ltd., where they get access to see audition opportunities for major network television and film jobs.
• Negotiation of contracts for jobs. Since they're experts on negotiation and finding work for actors, they'll do a great job of ensuring you get paid what you're worth and are treated well on set.
• Direct pitching with your Actor's Package. They have relationships with casting directors and can submit you consistently for high-level productions (including those that don't post their breakdowns publicly) using your headshot, resume, and reel.
• Using their relationships to improve your chances of booking a role. By vouching for you and meeting personally with casting directors and producers, they can improve your shot of landing the role.
• Ensuring the jobs you book are legal and done properly within union rules. This means the sets you work on will follow certain regulations so you're protected and not overworked or put in dangerous conditions. Sets they connect you with work within SAG-AFTRA, AEA, WGA, and DGA rules.

Agents usually have a roster of at least 50-100 clients (though some have more), meaning they don't typically devote too much individualized time and attention to helping you grow your career.

Additionally, they are not legally allowed to produce content for actors. This means that no agent can offer to take your headshots or help build your demo reel (related: What is a Demo Reel?). If they do, they're either not actually a licensed agent (read: scammer) or they're breaking the law – either of which means you should NOT sign with them.

​What is a Talent Manager?

A talent manager is a typically much more hands-on when it comes to growing an actor's career. Unlike an agent who primarily submits you for work and negotiates contracts, a manager is more willing to get on the phone with you and help you work through challenging situations or give you advice on what to do to start booking roles you're right for.

Since no licenses are required, a manager can technically be anyone, including a friend or family member. They typically have a small roster of clients – typically high-level managers have just one and lower-level managers have 20-30.

Here are some benefits of having a great talent manager:

• Taking care of day to day aspects of an actor's career. A great manager will help with scheduling, taking calls, following up to ensure you don't miss deadlines, and even sending out headshots, resume, and reel for productions (yes, some will actually submit you for work).
• Hiring and managing staff for actors. For higher level actors, managers can ensure personal assistants, publicists, agents, any any other people on the actor's team are taken care of (this includes payroll, scheduling, following up, etc.). It's up to you how much you want them to do, but expect their fees to increase as you require more of their time.
• Organizing public relations and media exposure. If you don't have a PR person, your manager can directly organize your appearances on TV shows, podcasts, interviews with journalists, etc.
• Social media management. Some managers will take care of an actor's social media presence (or hire and direct a dedicated social media person).
• Career guidance. A great talent manager can advise you on contracts, suggest specific classes to take and acting coaches to work with, connect you with headshot photographers and other service professionals, and otherwise give you personalized guidance to grow your career.
• Financial guidance. Although a manager is not a certified financial planner, they can give advice on investments, income, and even help manage the way your money flows for your career (employees, contractors, etc.).
• Special deals. Managers will often advise actors on where to go for headshots, reel footage, and even coaching and classes – and will often get special deals for their clients. Some managers even shoot headshots or footage directly for their clients since they are legally allowed (unlike agents).

Like agents, most managers get paid on commission, but some high-level talent managers get salary PLUS commission.

Talent managers can also [illegally] find and submit their actors for auditions and negotiate contracts. Agents often get annoyed by this and feel managers are overstepping bounds, but not much is done about it by the government.

Agent vs. Manager: What's the Difference?

So what's the difference between an agent and a manager? Here are the most important things:

• Ability to get things done: In general, managers have relationships with a wider array of people than agents do. This means a manager can potentially help you get deals on headshots, connect you with a great acting coach, or even put pressure on your agent to get you more auditions. An agent, on the other hand, solely focuses on finding and getting you paid jobs.
• Commission rate and/or salary: Agents are limited by law to about 10-15% commission (though in some states that can be as high as 25%). Managers are not limited by law and can be paid either on commission (most take 10-15%, but some can go as high as 30%) or salary. The highest-end managers are usually salaried at 70-120k per year PLUS commission.
• Legalities of getting work: Agents can legally submit you for auditions and negotiate contracts. Managers cannot do so legally, though many lower-level managers will do it anyway.
• Ability to get you into high-level auditions: Because most managers are not licensed, they're unable to access Breakdown Services, which is where high-level production breakdowns are typically posted. This means most managers can only submit their clients for lower level projects (such as indie and non-union productions – the same kinds you can submit yourself for using online submissions sites).
• Licensing and office: Agents MUST work out of a licensed office. Managers can work from anywhere and be anyone, including your family member or friend.
• Personalized attention: Agents have a large roster, usually of at least 50 clients (though many have over 150). Managers typically only have 10-20 clients, and some just have one or two. This means you'll get much more personalized attention and guidance from a manager, whereas you'll find it difficult to steal more than 5-10 minutes of time on the phone with your agent.
• Long term relationship: Most actors switch agents every few years, whereas many stick with their managers for at least 5-10 years (with some even going as long as 20-30 years). This means a much stronger working relationship and deeper friendship with your manager.
• Commission on jobs they book: Agents can only receive commission on the jobs they get or negotiate for you. Managers typically get commission on anything you book, even if they weren't involved.
• Getting dropped: Most managers are more lenient with their actors. Because they get commission from everything the actor books (whether they submitted them or not), they're paid more frequently than agents. This means they're more willing to help you find out why you're not booking, plus what to do to improve. Agents on the other hand are more strict and likely to drop you if you're not booking at least 10-20% of the auditions they send you to.
• Ease of signing: In general, it's easier to sign with a manager than an agent. Managers are more likely to take on actors who need guidance, whereas agents will only sign an actor who they think has a high potential of making money fast.

​Does an Actor Need an Agent AND a Manager?

So what do you need – an agent, a manager, or both?

​Well, the decision of agent vs. manager is actually easier than you think! Read below to know who you need and why:

​If you're just starting your career and don't have many credits yet, focus on getting a manager. Your manager can help grow your career, submit you consistently, and eventually help you get an agent when you're ready.

If you've already got some experience and are ready for high-level auditions, focus on getting an agent. If you're looking for network-level film & television and union productions, an agent is much better suited to help you get them since most managers don't have access to those kinds of auditions. Note however that if you already have a manager, you should consider cutting ties with them when you secure a high-level agent to avoid paying too much in commissions.

If you're already booking consistent network-level work and have a great agent, focus on getting a high-level manager. This person can help you manage the day to day aspects of your career, freeing up your time to spend training and working on set. At this point money should not be an issue, so you can afford to have a great manager AND agent.

Keep in mind: although there are tons agents and managers for actors, having more than one can be quite expensive depending on commissions. In best case scenario, if both take 10%, you're paying 20% plus tax. In worst case scenario, your agent might take 15% and your manager might take 30%. Are you willing to pay out out 45% of everything you make... PLUS tax?

Listen to the podcast below to learn more about whether you're ready for representation:

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​WANT A TALENT AGENT TO GROW YOUR CAREER?

If you want to act full-time, your first major goal should be to get a legitimate, hardworking talent agent or manager.

I highly recommend checking out this short podcast episode, where I share:

• The exact steps to getting a great, hardworking, and legitimate talent agent.
• How to shortcut the process significantly, especially for new actors.
• Tips to avoid scammers in the industry (there are a lot of them!)

Listen in using the player below, and be sure to hit Subscribe (you can listen in on Spotify, Apple Podcasts, and more).

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​Martin Bentsen (author of this guide) is an actor marketing coach who uses “outside the industry” thinking to help actors book more work. He’s helped over 6,000 actors with their careers and actor headshots since 2009 and his photography studio City Headshots is ranked #1 on Yelp. He’s spoken at NYU, The New England Theater Conference, The Actor’s Green Room, and other venues.
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Want to book more acting work by thinking different? Start with his free Actor’s Toolkit to create new opportunities right away, or visit his website at www.martinbentsen.com.

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Additional Q&A

​Can an agent also be a manager?

Legally, agents can be managers. They CAN make recommendations of who to go to for headshots and other services but they are NOT allowed to take a cut. They can also advise their clients on how best to grow their career. The reason most don't is that financially it doesn't really make sense because it's not an effective use of their time.

​Can a manager also be an agent?

Legally the talent manager job description does NOT allow them to be an agent. Unless they receive an agent's license (but still call themselves a manager), they are not really supposed to submit their clients for work. That being said, many still do, but most of the time the work they find is through normal casting websites that the actor would have access to. Unlicensed managers cannot access Breakdown Services, Ltd., where network-level roles are posted.

​What is the difference between a manager and an actor?

A manager is someone who helps an actor grow their career. A manager is not an actor themselves.

​What can an agent do that is illegal for a manager?

When to comes to agent vs. manager, an agent can legally submit an actor for work and negotiate contracts on their behalf. A manager cannot legally do this, though many do it anyway because it is rare for the government to crack down on them.

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​Further Reading:

If you enjoyed this article, you might be interested in some of these:​
​

• How to Get an Acting Agent: The Ultimate Guide
• How to Become an Actor: The Ultimate Guide
• Acting Resume: The Ultimate Guide