Why Actors Need to Learn the Business Side of Acting

Actors, Career Development

Why Actors Need to Learn the Business of Acting

Some of the most common questions that those of us in entertainment hear from aspiring actors are ‘How do I become an actor?’ or ‘How do I start an acting career?’. But not nearly enough of them take time to consider how to stay in the industry. Getting started takes a lot of time, energy, and effort – a lot of that is going to go to waste without an acting career plan.

So what does an acting career plan entail? Your career plan involves two primary elements- your goals as an actor, and the path you take to get there. It sounds pretty simple and straightforward, but it can also be a classic case of ‘so easy it’s hard’. LA is a busy place, there’s a lot to do and a lot to see – it doesn’t take much to get overwhelmed by all of your options, or distracted by the allure of the LA lifestyle.

This guide will help you stay focused on bringing your A game so you can work your way to the top! We’re going to cover some of the most important skills that actors should focus on developing to navigate the business side of acting, and how they impact the course of your career.

Networking

What Is Networking for Actors?

Hollywood, and the film industry in general, can be best understood as tier-based. ‘A-list’ and ‘B-list’ aren’t just cute terms that magazines use to tell readers who’s hot right now. There are levels within the industry that can slowly work their way up to. The C-listers of today could be the A-listers of tomorrow, so to speak.

These tiers don’t just apply to actors however. Producers, directors, just about anyone with a career in the entertainment industry can be placed on a tier. Your immediate social circle will, for the most part, consist of people on the same tier as you. Actors should surround themselves with diverse circles of people who are trying to work their way up. That’s not to say you can’t keep ties with people who are working on smaller projects…if that’s what their acting career goal is. The people who are stuck working on small projects because they lack a success mindset not only hold themselves back, they hold back the people around them. These people are what we call ‘roadblocks’.

Anyone you meet in Hollywood can be put into one of two categories- roadblocks and stepping stones. Calling someone a stepping stone doesn’t mean you’re taking advantage of them to further yourself; that’s exploitative and unethical. A stepping stone is someone who, like you, has a growth mindset and is actively working on improving themselves. Connect with people who are moving their way up and elevate those around them in the process. Try to be that person to others too.

Why Networking Matters

Some of the best opportunities in your personal and professional life will come as a result of your relationships. Without the proper networking skills, you’re going to be very dependent on others to find those opportunities for you. There are two main problems here- you’re letting others decide what the ‘best opportunities’ for you are, and you’re going to miss out on a bunch of things that you could (and probably should) be doing.

Here are some of the people you’ll want to build relationships with:

  • Talent agents and managers

  • Filmmakers

  • Casting directors

  • Other actors

  • Coaches

How to Network Effectively In Hollywood

All good networking begins with research. It’s not enough to know people, you need to know the right people. By ‘right people’ I don’t mean the elite upper crust; you definitely want to have friends in high places, but it’s much more beneficial to have connections in places that align with your long-term career goals. If you want to be in horror films, get to know people who have worked on horror films. That sounds like common sense, but you would be amazed at how many people focus on hitting up huge galas to take pictures with Angelina Jolie just because of how much star power she has. Those selfies are nothing compared to getting your assets in front of John Carpenter or Sam Raimi.

Here are a few resources you can use to find and connect with the right people to further your acting career:

  • Acting Classes. Arguably one of the fastest and easiest ways, acting classes are going to be full of like-minded, growth-oriented actors like you. Finding a support system amongst your peers is a good way to stay grounded, especially if you’re a newcomer; one of the biggest mistakes beginning actors make is trying to shoot all the way to the top from day one. That’s a surefire way to crash and burn before your career has a chance to properly get off the ground.  

  • IMDb Pro. Find a show that you’d like to be on, or similar to the type of work you want to do. Look at who worked on that show or movie, and do some research on those people. The showrunner might be in the process of getting a new series off the ground, or the lead’s agent might have a gap in their roster that you can fill. As a cherry on top, IMDb Pro also has their contact information.

  • Film Festivals. You should never go to a film festival in hopes of finding new people to add to your circle. If you do, you’re going to stand out to the other attendees – i.e. the people who are there for a good reason. If a movie you’re in is being screened or was nominated for a laurel, people will want to meet you and get to know you. Why deny them that chance?

  • Associations and Guilds. California has tons of entertainment industry organizations that routinely host events for members. These events are one of the selling points when it comes to memberships, as they tend to be exclusive. That’s not to say you should join just for the sake of going to an event, but if you are a member or there’s an event that’s open to non-members you should consider going. If possible, find out who else is going to be there and see if any of them are involved in work that aligns with your acting career objectives. You can also offer to work or volunteer at an event  – not only is it an easy way to get yourself in, it leaves a good impression.
  • Social Media.  I know I’ve been critical of actors on social media, but that’s because too many of them go about it the wrong way. A huge social media following isn’t necessary for independent career actors to thrive. That said, social media sites like LinkedIn are a great place to find other career actors as well as producers and directors. See what projects they’re working on, make casual conversation, get to know people on a human level.

Marketing

What Is Marketing for Actors?

Marketing for actors is particularly unique, as you are both your business and your product. A lot of actors, and creatives in general, tend to cringe at the word ‘marketing’. There’s this misconception that art and business are mutually exclusive, when nothing could be further from the truth.  Actors are business people, whether they like it or not – the idea that business and creativity need to be kept seperate can be an actor’s downfall.

Why Marketing Matters

In layman’s terms, marketing is a means of identifying a need that someone has, and then providing them with a solution to meet that need. Being able to market yourself as an actor is the cornerstone of the business of acting. Articulating your career goals to your agent is a form of marketing. Submitting to a casting call or going to an audition is a form of marketing. Attending a film festival where your latest movie is screening is a form of marketing.

Each and every single meaningful exchange that you have, event you attend, or opportunity you pursue in the entertainment industry can be a marketing opportunity. You could even argue that, from the perspective of the business of acting, networking is a form of marketing. Ultimately that’s what a lot of it comes down to, perspective. If you’re of the mind that art and business don’t mix then you’re going to miss out. And that defeats the purpose of pursuing your dream life of a career actor, doesn’t it?

How to Market Yourself Effectively as An Actor

Marketing begins with establishing your acting brand – branding precedes marketing no matter the industry. Your brand is what makes you stand out in a highly saturated market. Who are you, deep down? How do others perceive you? What types of stories resonate with you? What types of stories do you want to bring to life with your acting gifts?

Good marketing means having the right materials ready. Great marketing means having materials that show both your brand and your acting skills. The assets and marketing materials that actors need include:

  • Demo reels

 

  • Headshots

 

  • Cover letter/CV and a resume

 

  • Social media, a website, and your IMDb page. Even if you’re not actively auditioning, there will always be someone looking for an actor, and you might be exactly what they need. Keeping your profiles up-to-date, active, and full of valuable content is how they’re going to find you and reach out.

That’s not to say you should be walking around with copies of headshots in your pocket to hand out at a moment’s notice. And you don’t want to approach every single filmmaker and say ‘Hey, I heard you need an actor! Here are my qualifications!’. No one takes that kind of shameless self-promotion seriously. Like networking, knowing how to market yourself as an actor involves knowing the right who, where, when, and why.

Production

What Is Production for Actors?

Actors who produce content, for themselves and for others too, demonstrate a deep understanding of the business side of acting. If you want proof there’s no better example of this than Orson Welles- he wrote, produced, directed, and starred in Citizen Kane, which has been hailed as the greatest movie ever made.

Is the success of that movie due to Welles’ deep involvement in almost every angle of the project? Hardly, since the movie was a flop despite its critical success, and it was steeped in controversy since the beginning of pre-production. It was hated by many in the industry, and the audience booed whenever it was mentioned at the 1941 Oscars.

But the things that made the film so controversial, like its criticism of prominent figures at the time, was only made possible because Welles could tell the story that he wanted to without needing permission from anyone else. In fact, he had unprecedented creative control over the project. When it was rereleased a decade later, that very same story and its technical effects received the universal praise which elevated it to the highly esteemed position it holds now.

Why Producing Your Own Content Matters

Actors need to produce their own content. It doesn’t get much more complicated or elaborate than that. Actors who own production companies are some of the most successful, perhaps not critically but commercially.

Actors who produce their own content have taken back creative control over their careers. Producing content benefits you in three primary ways:

  • You don’t have to wait for others to present you with opportunities. You’re wholly capable of making your own projects whenever you want, on your own terms.

 

  • You have the power to say ‘no’. Far too often actors will agree to take on roles that they don’t want or don’t coincide with their brand because they’re desperate, they need the work. Scarcity mindset and fear are very powerful, but there’s never going to be a scarcity if you’re the one at the helm.

 

  • You have the power to say yes! Want to take on a small role that doesn’t pay well, but will bring you one step closer to being on the same set as (insert ideal director for your dream role here)? Now you can because the financial element is no longer a concern. You can take on roles that only pay $50 if you want to when you have enough passive income coming through – not that I recommend it, but you get the picture.  

How to Produce Content Effectively As An Actor

Actors don’t need to be filmmakers in order to make good content for themselves – in fact, I recommend against it unless filmmaking is a part of your overall career strategy. It’s not going to benefit you as far as the business side of acting goes; quite the opposite, it can be a distraction, and a waste of time and money. Instead, delegate the technical parts of filmmaking to editors, writers, cinematographers…whatever tasks you’re not good at, don’t enjoy, or don’t have time for.

Here are the two most importants types of content that you can produce to elevate your acting career:

  • Short films. You can cast yourself in it to get another acting credit to your name and show off your acting skills, or you can focus solely on the production work. Regardless of which side of the camera you’re on, your goal should be to get your short film into a film festival. Remember what I said about film fests and networking?

 

  • Demo reels. Scenes from your short film can go on your demo reel. Or you can create scenes that might as well be out of a movie. The level of high quality not only shows off your acting skills, it’s going to create very attractive assets that you and your agent can use to find work for you. Remember what I said about demo reels and marketing?

I hope this guide helps you in your journey as a career actor, whether you’re new to the industry or you have a few credits to your name. Or a lot of credits to your name. Regardless, I’ve made it my mission to help actors elevate their careers. But I’ve still got plenty to learn too, so tell me what I’m missing (or if you think I’m wrong, I can take it)! What’s something you learned that helped you get to where you are now? Share some of your best advice for new actors in the comment section!