Agent Spotlight: Industry Insight With Brian
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Enjoy an industry insight Q&A with our Brian Canchola!
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Q: The Commercial industry is notorious for being fast-paced and demanding, both on the agent side and actor side. What is one of the biggest taboos that actors in this business should avoid?
A: When it comes to Commercial auditions, the devil is in the details! The fast-pace of the Commercial industry necessitates that talent, agent, and casting are all on the same page at all times. Many commercials have complex requirements and specifics, so talent should be sure to clear any potential conflicts with their agent prior to the initial audition. Bringing up issues late-in-the-game, closer to a potential booking, is a big red flag in the eyes of casting.
Q: Commercial roles don’t always have extensive copy for character development. How should talent approach an audition with Casting if this is the case?
A: In the era of self-tapes, the best option is to provide multiple, contrasting takes! Play the copy based on your initial interpretation of the character; then play it again, spinning the character in an unexpected direction. This will help communicate to casting that you have a range of skill, allowing you to stand out.
Q: Improvisation tends to be a helpful skill when it comes to Commercial auditions and callbacks. Are there any other skills you’ve seen come in handy, or set someone apart?
A: Being able to throw in bits of your personality always helps! It’s easy to fall into a very corporate-style read when it comes to Commercial copy. But don’t forget! You’re meant to embody the product by infusing it with relatability. Bring that personality and become best friends with your audience!
Q: What is an industry term that you think every aspiring/working actor should know?
A: In the Commercial realm, every aspiring actor should know the term “exclusivity.” This is an extra stipulation on a commercial contract that bars the talent from booking future work in that commercial’s category for the length of the contract period. For example, if a talent booked a Papa John’s commercial with exclusivity in “Pizza Chains” for 2 years, the talent would be unable to book a Domino’s commercial (or any other Pizza Chain content) until those 2 years have passed. Be mindful of your bookings and keep track of which ones hold exclusivity!
Q: When you first started as a Commercial agent, what surprised you the most about the industry?
A: Shifting into this position during the height of the pandemic era, it was very interesting to see how quickly and willingly the entire industry adapted to a never-before-seen circumstance! Major props to our talent who mastered self-taping, home VO recording, video editing, and a variety of other new skills during this crazy year.
AUTHOR: LARA FREEMAN-ERBIN & brian canchola