Agencies – What They Are and Why They Can Help You
Let’s talk about agencies. What are they for, and why might you want one?
The primary purpose of an agent is to give you access to audition opportunities you might not be able to find on your own. We’re talking national commercials, AAA video games, animated series, network promos—the kinds of projects that are typically closed off to public casting calls. Agents have established relationships with production houses, casting directors, and major clients. They're the gatekeepers to a whole world of premium opportunities.
While you can 100% thrive in voiceover without an agent—especially with all the available work in indie games, eLearning, corporate narration, etc.—having agency representation can really open doors. On top of sending you auditions, agents handle rate negotiations, usage rights, and contracts. They’re there to make sure you’re treated fairly and that your time and voice are valued. Got a question about a contract? Confused about a usage clause? That’s where your agent has your back.
A lot of people tend to put agents on a pedestal, creating a sort of power imbalance that makes them nervous to communicate. But it’s important to remember: agents are on your team. They only get paid if you do, and they genuinely want to see you succeed. Don’t be afraid to reach out to them or ask questions—you're working together.
How to Get on an Agent's Roster
Getting signed by an agency can be tough. You generally need to show that you're already booking and have the potential to bring in work. Agents are busy people—they’re not looking to train or develop you from scratch. They want talent that’s already proven and ready to go.
That being said, everyone starts somewhere. If you’re not quite ready yet, focus on training, building a strong portfolio, and creating competitive demos. When you do submit, make sure it’s a polished, professional package. Submitting before you're ready can leave a poor first impression, and it’s harder to try again later.
Most agencies outline their submission process on their website. Typically, you’ll be asked for a short introduction, relevant experience, and one or more voiceover demos—commercial demos are requested most often since commercial work is both high-paying and high in demand. A strong commercial demo is often the ticket in.
You Can Have More Than One Agent
Here’s something not everyone realizes: you can have multiple agents, as long as they’re in different regions or markets. For example, you might have one in LA, one in New York, one in Texas, and another in the Southeast. This expands your reach and can increase the volume of auditions coming your way.
Just be sure you understand the agency’s exclusivity terms. Some agents want exclusivity within a region, while others are fine with shared markets. Always be transparent about your representation, and don’t sign anything you don’t fully understand.
Handling Overlapping Auditions
When you have more than one agent, you’ll occasionally get sent the same audition by multiple reps. This can be tricky. There’s no universal rule, but there are a few common approaches:
The key is to be consistent and respectful. If you're ever unsure, ask your agents what their preferences are. Communication is always better than assumptions.
Final Thoughts
Agencies aren’t some magical shortcut to success—but they are powerful partners in your voiceover journey. They can open doors to high-level work, protect your interests, and advocate for you behind the scenes. The relationship should be built on trust, professionalism, and mutual respect.
If you’re not quite agency-ready yet, that’s totally okay. Focus on training, honing your skills, and producing high-quality work. When the time comes, you’ll be able to approach agents with confidence—and a solid reason for them to say yes.
At the end of the day, your agent works for you, not the other way around. It’s a partnership, and when it clicks, it can lead to incredible opportunities.