一个成熟的模特经纪公司是如何运营的?有哪些应该重视的细节?

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匿名用户1024   2021-5-14 20:55   21705   4
一个模特公司应该应该有怎样的结构组成
如何获取客源

有没有非常成功的模特经纪公司的案例可以学习呢?
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2#
有关回应  16级独孤 | 2021-5-14 20:55:46
手机码字,谢邀。。总之这阵子比较忙,没来得及详细写。

一家成熟的模特经济,应该有成熟的产业链,有上游和下游。

具体来说,比如中国的新丝路模特经济。除了旗下有签约模特(比如游天翼),还有自己的模特培训机构。课程设置有日常班和假期班。培训机构带来的现金流对于一家模特经济公司来说还是很重要的。
(利益相关——新丝路假期班毕业生)

除此之外,新丝路模特大赛作为国内主要赛事之一,为他们带来了活动运营资金的同时,提高了公司名气,每年的获奖模特更是公司发展的主力(比如上文提到的游天翼)。

同样运行模式的,如另外一个回答里提到的,Elite。可惜的是Elite经过了各种风波,现在各个国家的分公司各自运营,各自承办精英模特大赛。在各个国家和地区的质量良莠不齐。
(利益相关——澳洲Elite前职工)

除此之外,这几年很火的真人秀节目也有不少其实是由模特经济公司在背后推动。比如把模特大赛办成真人秀。这又是一个和传统比赛完全不一样的运营方式。

说完了产业链上游,我们来说说下游。
(以下内容以国外行业情况为基准,国内的情况我并不是很了解。)

模特经纪除了了解客户需求,确保提供他们想要的look之外,其实很多时候book率是没法保证的。
归根结底,客户会不会用这个模特取决于她/他的模特本(portfolio),一个模特自己能搞定的层面有限,其他的要靠经纪公司的推广和运气。

而客户是谁?
打个比方,如果一家大型shopping mall要拍摄今年的catalogue,他们会去找模特公司吗?

答案是不会。
他们的第一选择是广告公司。或者Artist Agency。因为他们可以提供从造型师、摄影师和化妆师等等。和他们谈好了,给他们部分选择模特的权力。
所以大型模特经纪公司的第一选择就是扩张成为具有单独承接case的能力的多方位经纪公司。

比如澳洲的vivien's,除了模特经济公司本身就是澳洲顶尖之外,还有creative artist的经济公司。

大概就是这样。
3#
有关回应  16级独孤 | 2021-5-14 20:55:47
谢邀。
IMG Models 是一个非常成功的案例,以下是IMG Company 的发展历史,来自维基百科。
IMG was founded by Mark McCormack, an American lawyer who spotted the potential for athletes to make large incomes from endorsement in the television age; he signed professional golfers Arnold Palmer, Gary Player and Jack Nicklaus as his first clients. McCormack died in 2003.
In 2004 Forstmann Little led by Theodore J. Forstmann acquired the company; Forstmann served as chairman and CEO until his death in late 2011.
In 2006, IMG Media acquired nunet AG.
In November 2007, IMG acquired Kentucky-based Host Communications.
In 1997, IMG renovated the Cuyahoga Savings Bank Building and renamed it IMG Center. At street level they have a projection screen showing their businesses, events and clients
In 2010, IMG acquired ISP, the multimedia rights holder for more than 50 universities based in Winston-Salem, North Carolina. As a result of the acquisition, IMG College retained ISP's former headquarters in Winston-Salem.
On December 3, 2012, The Premier League announced that IMG Media had agreed a new three-year deal with the Premier League for aeroplanes and ships rights.
On December 18, 2013, IMG was acquired by William Morris Endeavor and Silver Lake Partners.
On June 25, 2015, IMG entered into a multi-year exclusive partnership with London-based golfscape to power luxury destination courses with online golf bookings infrastructure and digital concierge service.
模特只是IMG公司的一部分,TOP模特经纪公司都不是只做模特这一个行业的,客源也和公司从事的其它行业有关。

还有一个案例,就是 Elite Model Management 创始于1972年, 这个公司通过自己主办的模模特大赛 Elite Model Look 挖掘了Gisele Bundchen, 虽然她现在已经跳槽到了IMG。Elite在90年代有过一段很不景气的历史,让IMG发展了起来,许多签约Elite的模特都跳槽到了IMG。
Early yearsElite Model Management was founded in Paris, France in 1972 by John Casablancas (1942–2013) and Alain Kittler.
Expansion
British and American based chains gave models the financial security they needed. In 1977, Casblancas opened up Elite Models in New York. During the 1980s, New York endured the model wars. Despite agencies like Wilhelmina Models taking part in these wars, the primary battle was between Elite Models and Ford Models.
Models such as Esmé Marshall left Elite for Ford Models. Casblancas alleged that Eileen Ford was out to get him and Ford responded with a suit. Until 1977, Ford was affiliated with Elite until Elite opened up offices in New York and began stealing Ford's models. Due to the death of Wilhelmina Cooper, models were in a panic bouncing from agency to agency. Even the highest paid black model at the time Beverly Johnson left Elite for Ford and then a week later return to Elite.Models such as Christie Brinkley and Anna Andersen sued Elite after they exited. In 1981, Elite Models formed a partnership withModels 1 which lasted until 1989. By 1983, Elite established the Elite Model Look, which was called The Look of the Year, Competition to rival its competitors Ford's Supermodel of the World Contest. The following year, the company expanded its offices in the U.S. with the formation of Elite Models Chicago,
Elite Models Atlanta, Elite Models Los Angeles, Elite Models San Francisco, and Elite Models Miami. By 1986, Elite Models had twenty offices world-wide. In 1988, Elite opened offices in Milan. In 1994, Elite awarded its Greater China rights to Michel Lu with the opening of Elite Hong Kong & China. In 1996, Lu opened Elite in Singapore, which served as a regional office for South East Asia.

Nicholas Farrae later purchased the agency in 1990. Elite World S.A. is the parent company of Elite Model Management. The expansion of Elite Models furthered as Elite Models formed partnerships with already established agencies. In 1990, Elite Models formed a partnership with Model Management Heidi Gross in Hamburg.
In 1992, Munich Models was formed and formed a partnership with Elite Models. In 1994, Elite sought to break into the Asian market and established Elite Hong Kong and China with partner Michel Lu. Lu went on to open Elite Model Management Singapore in 1996 that served as a regional office for South East Asia. Similar to their debut in Paris, Elite swept up top local and regional talents such as Charmaine Harn, Junita Simon, Sonia Couling, and Nadya Hatagalung.

In October 2005, the Elite Model Look Competition was added in Singapore.
Also in 2009, Elite Model Management London opens nearly 20 years after its first attempt to have offices in London. It was also in 2009 that Elite Models Chicago and Atlanta severed ties with Elite and was renamed Factor Women.In February 2011, Elite World shareholders elected a new Board of Directors. The new board election follows the acquisition of a controlling stake in Elite World by Pacific Global Management. In December of that same year, Elite opens Elite China in Shanghai.
In 2012, Elite Models Amsterdam acquires Model Masters in Amsterdam.
In 2013, Elite opened a New York division under the name The Society Management.
Models
Elite today manages over 2000 models from five continents. It offers international coverage with 35 agencies in its network.
It holds the annual talent scouting contest, the Elite Model Look, which launched in 1983. With about 400,000 annual contestants in more than 60 countries, Elite Model Look has "discovered" many notable models, including Cindy Crawford, Gisele Bündchen,Stephanie Seymour, Alessandra Ambrosio, Tatjana Patitz and Lara Stone.
需要注意的细节: 新闻的运做;一群好的执行人;一个好的策划案;培训,培训,再培训;挖掘;挖掘;再挖掘。
4#
有关回应  16级独孤 | 2021-5-14 20:55:48
我就拿我们自己的公司---龙腾精英为例简单说一下吧
2003年成立至今
成功案例包括李丹妮 王新宇 张亮 张蓝心 叶翔等在内的好多国际超模


首先 我觉得作为一个好的成功的模特经纪公司
它的内部体系一定要完善
包括发掘-培养-包装-推广这些环节
一定要坐实
然后就是自家的模特一定要够专业
不然你随便拉出去一个模特都不行
不被品牌看好
那也属于砸自己家照片
所以我们一定会保证在自己家培训出去的模特能够在专业方面是第一的
其次就是人脉资源等
其实经纪给通告到模特个人
还是要看模特自己的表现
如果你的长相啊 专业程度啊得到认可了
那以后也会源源不断的有通告可赶


客源方面也跟自己努力搭建的品牌口碑息息相关
大的杂志或者品牌不会跟一个所谓的模特经纪公司随便签合作的
他们也会考虑到这个公司的整体资质


5#
有关回应  16级独孤 | 2021-5-14 20:55:49
Q:时尚造型师是个怎样的存在?
我们对自己总有一些奇怪的要求喜欢把东西追求到极致想法也比较偏执总能发现自身独特的地方也总能找到属于自己的style,我们不会一味追求流行,因为这样就永远都不会有特色。
Q:看似这么独特的职业,工作上会有哪些烦恼?
有时候如果活动三天后就要开始代表我们只有三天时间来准备造型材料再算上物流时间 ,在时间非常危急的情况下任何步骤都不能有拖延,期间还要准备好其他的备案,以防万一有些材料临时找不到。
Q:这么紧张的工作时间,会有什么成就和挫折?
翻开各种杂志看到自己的作品在上面,成就感就油然而生。而挫折感其实每个行业都有做完活动以后客户倒闭或者跑路结果只能拿到首付剩下的结不了账就等于白干了。
详细内容
模特经纪人
他对人生的看法也有一套:不喜欢的东西就要撇弃不要骗自己继续做下去这样对人生会没有帮助人找到适合自己的东西以后累计下来才会是真正的人生。


Q:您选择当模特经纪,不光喜欢,还需要肩负的什么责任?
我们时刻都要为品牌方监控着,模特的三围体重确保和试装时的一模一样,另一边则要向外模的母公司承诺保证外模的收入否则只能由经纪公司赔偿。
Q:除了收入,她们的生活如何保证?
我们会租用一整套公寓提供给她们居住,面试和工作也是由公司请专车和司机接送所以我们有一份完整流程合同,包含收入、交通、生活,来保障她们在中国生活所需上的一切。
Q:最后,您认为中国模特市场是怎样的一番景象?
中国的模特经纪公司主要分布北京上海广州另外还有成都的市场也在慢慢起来中国市场同时都需要中模和外模,目前中模和外模经纪公司的资源都是共享的,如果客户有不同的需求大家彼此会推荐自己家的模特相互合作。
Giver Ming的时尚之路,选择另辟蹊径创造自己独特的风格,他将和你分享时尚产业工作者的日常~~


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