The answer to this question lies in what type of mother agency you are considering. At the end of this article, you’ll have the information you need to determine the right path for you.
What is a Mother Agency for Models?
A dedicated mother agency is a type of modeling agency, typically a small team of 1 – 3 agents whose primary role is managing and developing new models to place them in different markets domestically and internationally. Developing models includes but is not limited to taking digitals, helping them build their portfolio, giving strategic guidance on which markets to target, and negotiating placements for models with booking agencies.
A great mother agent (MA) will also have many personal connections to various domestic and global modeling agencies. This means it is comparatively easier for MAs to place their models in different markets, since they can reach out to their connections at said agencies. The booking agents at these agencies trust the mother agent and are more likely to sign the mother agent’s models because they know the quality of the models the mother agent produces through their guidance and mentorship.
Difference between a Mother Agent and a Booking Agent
In the modeling industry, there are primarily 2 types of agents–mother agent, and booking agent. Many booking agents may also act as mother agents, and this is where I personally have seen and heard a difference in the quality of mother agents.
From a business perspective, a mother agent who only develops and places models has the financial incentive to place their models in markets in which they will book work. Otherwise, the MA does not make an income. In this manner, both models and mother agents have aligned goals. Both the model and MA want the model to book jobs once the model is properly developed and ready for additional markets. If a model is in a market and not booking jobs, a good MA will start shopping for another booking agency for their model in that market.
In contrast, many booking agencies act as mother agencies as well. A large revenue stream for booking agencies include when their models work with clients, so naturally their rosters are bigger compared to those of mother agencies. However, since they manage a bigger roster of models, they may not give as much undivided attention to the models they manage as specific Mother Agents will. They may also put their primary focus on a subset of models who make them the most money.
A booking agent that also work as mother agents does not have the same aligned incentive as a sole MA who purely develops and places models. Booking agents likely already have models who are booking locally and making them income. If they place a model in a different market, and she’s booking work there, great. If not, they have a roster of other models who are working for local clients that will keep the business afloat.
I’m not discounting the fact that there are great MAs who operate from booking agencies–they certainly exist. It truly depends on the agency and agent. But in general, since booking agents who also act as MAs have the added responsibility of managing bookings on top of developing models, their focus is often divided. This is what I have observed across the experiences of domestic and international models I have met.
How do Mother Agencies Work
Developing, training, and submitting models to agencies often requires substantial upfront work. As such, many mother agents who focus on developing and pitching talent have very small rosters, since they give undivided attention to their models.
Mother agents earn income by placing models with bigger booking agencies in different markets. They will split the agency commission with the booking agent once the model starts booking jobs. This means whether a model signs with a booking agent directly, or they get signed to the booking agent through a mother agent, it costs the model the same per job they book.
Mother agents may also book jobs for their models as a booking agent, but a dedicated mother agent who only manages a small portfolio of models typically focuses more on developing rather than booking.
How to Vet a Mother Agent
Here is a list of questions to get clarity on as you’re looking for a Mother Agent:
Does the MA act as a dedicated mother agency, or are they also a booking agency?
Dedicated mother agencies may have more time to answer your specific questions, since booking agency MAs often have to manage submitting and finalizing booking details for their models on top of MA responsibilities. This is a generalization, but what I have observed across dedicated MAs vs booking agency MAs.
How many models does the MA manage?
The more models a mother agent manages, the less time they may have to manage and develop you. Dedicated MAs have anywhere from 10 – 25 models they are managing and developing. Any number of models above that typically requires more than 1 MA to manage.
How excited does the MA seem about you/your potential?
What types of markets do they envision you working in? How open are they to discussing your development process? Do they give a timeline for your development? Do they have other models who look like you who are doing well?
Does the MA make you feel comfortable?
A mother agent is your business partner. They will advocate for you if any issues come up with a client or booking agent. Do you feel comfortable giving them that responsibility?
Is the Mother Agent quick to respond to your communication and questions?
Working agents should always be reachable, as confirmations/updates for modeling work can come in at any time of day. How quickly they respond to your communication and questions (ideally within a day, 2 if it’s not urgent) is how much they prioritize you.
What type of competitive advantage does the Mother Agent have?
Some MAs have a competitive advantage. This might include extensive industry experience (they have worked as booking agents at top agencies, and have trusted global agency network partnerships).
Some MAs also work as casting directors, which means they have direct communication with paying clients, and can submit their models directly to clients for jobs.
Other MAs are photographers and can take great digitals and portfolio images for their models.
Consider reaching out to models on their roster and asking them their experience with this mother agent. Ask them their experience with the MA, and whether they would recommend signing with the MA. Get a sense of which markets they are placed in (visible on Instagram), and whether they are booking with their agencies. Whenever I reach out to models, I typically reach out to models who have similar physical features to mine.
How to find Mother Agents
Because mother agencies are often small operations (again, most of them sign 10 – 30 models), they might not be listed on models.com.
The best way to find mother agents who primarily develop and place models requires going down a rabbit hole on Instagram. A great starting point is perusing The Mother Agents website. This is a curated list of reputable mother agents who focus on developing models. I recommend applying to these agencies in your area if you think you are a good match. Once you have applied, find them on Instagram. Mother agents often follow each other, so scour their following lists for other mother agents they follow, and continue the process.
How to get signed with a Mother Agency as a Petite Model
Since MAs already are extremely selective with their models, getting signed is more difficult, but not impossible. In fact, I am currently seeking mother agent representation. I will keep y’all updated when I get signed with an MA.
I’ve observed that many mother agents’ primary expertise is in the high fashion market, and are more willing to sign taller models (5’8+) to place them globally. This has been the legacy of the modeling world for decades and only in the 2010s have petite models become more widely booked in the industry.
Some MAs don’t consider petite models, but I have started seeing some MAs sign at least one or two petite models (below 5’6) for their roster. These models typically do extensive beauty, commercial, and sometimes editorial work.
Present your best well-lit digitals, and if you don’t get a response, re-apply in 4 – 6 months. The modeling industry is often changing, and different looks cycle in and out of demand.
In Conclusion
If you can find an interested mother agent whose main streams of income come through developing and placing their models, this could be a great opportunity for a successful modeling career. Finding a mother agency is very competitive–they rarely take on new models. If they are a good agent, there is low turnover on their small roster. However, if you find one, you will then have a mentor who will guide your career, whose financial incentives are tied to your success.
[…] With mother agency contracts, I largely think models are better off working with mother agents who sign and manage a curated board of models, as compared to mother agents who also work as booking agents for their models. I explain my reasoning in depth in this article. […]