Should I get an agent? That is the question asked by creatives around the world. For those in Indianapolis, however, there were little to no agencies around to guide artists and help them book gigs until recently. Enter Aesthetic Artist Agency, cofounded by Danelle French and Lori Adams in 2020.
Wanting to fix the lack of representation for artists in Indy, French and Adams have been working ever since to provide support to their signed artists. “There’s a lot of people who are really great at being an artist, but not so great at the business side of things or figuring out how to break into the industry,” French says. “I wanted to be able to provide those opportunities.”
French found Jenna Fritts, a licensed cosmetologist, and signed her to Aesthetic soon after. “Having an agency who helps you by going out and finding jobs to propose to you is extremely helpful,” Fritts says. “Agencies have a lot of connections and can help you get a job that would have been much harder to land on your own.”
With all the help agencies provide, it does come at a cost. Agencies take a fee for each gig booked through them, Aesthetic included. For Fritts, this fee for booking gigs was not enough to deter her. “While you do share a cut financially with your agency, it is worth it in order to receive jobs you have dreamed of.”
For some, however, that fee is a good enough reason to find gigs independently. “I would rather make my money myself instead of giving a portion of it to an agent,” Jennifer Wilson-Bibbs says, a photographer who has been freelancing since 2017. “Right now at this point in my career I wouldn’t get an agent, but if I was just starting out now, I would get an agent.”
Freelancing can be hard work, especially for those just beginning their careers. Not only do you have to be a creative putting out new work frequently, but you have to run the business side as well. Fritts freelanced for one year before being signed to Aesthetic, and attests how difficult it was. “You have no one helping you most of the time, you have to find all of your own work and you may not have the connections needed to pursue certain jobs you want,” Fritts says.
Sometimes freelancing can be the right fit. Wilson-Bibbs offers some advice for other artists who are choosing freelancing for their career. “If you have a good reputation, if you’re dependable, if you have a positive attitude, if you know what you’re doing—jobs will find you and you will find jobs.”
Signing to an Agency Vs. Freelancing — Which is Right for You?
Adams acknowledges that this will be different for every creative. “It really comes down to wanting to explore more opportunities for work in your fields,” Adams says. Adding on to that, French continues, “If you feel like you’ve been working for [awhile] in this market, and you’re not getting the types of jobs that you want, that’s a great time to find representation.”
It’s equally crucial to understand how to navigate the freelancing world. “Networking, communication, showing up, showing out, having a quick turnaround time and being a professional are important,” Wilson-Bibbs says. “You have to go for it because it’s not going to come to you. If you’re driven and you really want it, you’ll find a way to make it happen.”
Whether you go the route of freelancing or begin the process of getting signed, perhaps the most sage advice for both, as best said by Wilson-Bibbs, is “Never be too good—but always be good enough.”
Excellent article Mikaela!