The Future of Modeling?

By Cristina DeHart

When I first discovered that models and agencies were turning to the internet as a marketing tool, I have to admit I was skeptical. I know from personal experience that clients strongly prefer casting models in person, so I was unsure as to how successful marketing through these sites would be. Today I stand convinced that the internet is an excellent, low cost way for agencies to market their models and for models to market themselves!

Having modeled for the past 10 years I can definitely say the industry is always changing and staying abreast of these changes will ensure your success in the industry. At the forefront of web design for modeling agencies and models is Rick Troost, creator of www.modelnetwork.com. His innovative, dynamic and user-friendly software allows agencies and models to create their own cost-effective, personalized websites.

After noticing the large amount of money that agencies spent on courier fees, composite cards, agency books, head shots, etc., Rick was convinced there was a better way. With a background in production, Rick set his sights on pioneering the top agencies onto the net. “It was magic, and it started a phenomenon!” said Ken Loo, media director Q Models in New York City. “Don’t get me wrong, there still are industry standards like composite cards and portfolio books, but our costs are significantly reduced with our internet site.“ As a boutique-style, high fashion agency in New York City, Q Models wanted to set the standard on Internet sites for modeling agencies. With this intent, Jeffrey Kolsrud, director of the agency, teamed up with Model Network to provide an agency/client solution that was ahead of its time. When asked, “What makes your site different than others out there?” Ken Loo states, “It’s our interactive features like online video casting and Polaroids that take the guesswork out of booking models for clients.” These innovation s are what keep Rick Troost at Model Network busy building sites for many of the top agencies including Whilhelemina Models who represent over 500 models between New York City, Miami, and Los Angeles. Now most agencies, large and small have constructed sites of their own. But how do you know whether you should take part if an agency invites you onto their site? Make sure they are a reputable agency and check with the Better Business Bureau in your area.

Now, let’s say you are interested in your own website. Personally, I have had great success with my own (www.cristinadehart.com). It allows clients to peruse my entire portfolio. In addition, the online video feature and Polaroids make direct bookings plentiful. If you are new to modeling start with a simple site. Contact an online hosting company and secure your domain name, or go directly to a place like www.modelnetwork.com which provides this information for you. I suggest at al times during this process that you keep your safety in mind. Do not post your address! I would even hesitate to post a home or cell number. Instead, you should affiliate yourself with a reputable agency and post their contact information. The Internet is a wonderful source, but there are still dangers that should be avoided.

Will modeling agencies and models be marketing themselves strictly ove the net in the future? Will we see a day without composite cards, castings, and heavy portfolio books to carry around? Ken Loo believes that, “it is going to take another five to seven years for that to happen. But what is magical about fashion is that it is a young industry and it thrives on change.”

Cristina DeHart has forged a highly successful career in the New York City fashion and beauty, and commercial print modeling, as well as an actor in daytime soap operas and commercials. Cristina has created www.theagencyforum.com that host seminars nationwide to assist models in finding high-quality representation, successful marketing and worthwhile bookings.