Of course your baby is da bomb -- the cutest kid ever -- so cute that she should appear on the cover of Baby Vogue. And it's not just you, random interlopers insist that your baby should be in pictures. At first you think they're being gracious, but it happens so much that you're now convinced that the gleam in your baby's eye could underwrite her higher education. The problem is: You have no idea how to get involved with the world of high baby fashion. We spoke with some prominent baby wranglers, agents and managers and here's what they thought you should know about the brutal realities of baby modeling.
The Modeling Grifters
"Make sure you tell them not to pay anyone money," said Elaine Gordon, an accomplished talent agent in New York. Indeed, everyone we spoke with warned us about an entire industry of people who prey on hopeful parents -- certain photographers, scouts, and unscrupulous managers who have very little to do with the real modeling and casting industries. These people ask you for money -- $500, $1000, $1500, and up -- that's their business. Their only service would be to take your baby's picture and send those photos to agencies. This is something you can do for free. Sometimes the scout doesn't ask for money directly but refers you to an expensive photographer and gets a commission for doing so. Beware. Never pay a baby modeling agent money -- never. Real agents don't ask you for money, they make a commission from the casting agencies when your baby gets work.
Frilly Photographs -- Just Say No
Agents want to see current, clear, unobstructed images of your baby. They are aware that babies change almost every week so they don't expect professional shots. Studio photographers who specialize in babies tend to put them in frilly clothing with funny hats, big bows, over size glasses and backgrounds which prevent the agents from seeing what they need to see -- your baby's face, hair, and energy. Don't smear food on their faces or put bowls of pasta on their heads either. It might make a funny photo for the family album, but it's not proper shot for a professional baby portfolio. As Gordon puts it, "Don't pay for professional shots at all, until your child is at least 4 years old or so and settled into a personality," she says. "Until then, a current, charming snapshot will do."
Where Is The Baby Modeling Work?
Most of the national work is in Los Angeles and New York. Vancouver, BC is emerging as another major location because of lower production costs. Second tier locations include Chicago and Miami. However, there is work in almost every town for local advertising and catalogs. Most agents want to work with local talent. They know that parents who live too far away burn out quickly and miss important casting calls. A smaller market can be a good training ground or indicator of a baby's talent. If your child is successful there, you can plan a trip to New York for the summer to see how your little fish does in a big pond.
What Looks Are They Looking For?
What is beauty? In the past, it was Gerber babies or Ivory babies that were in demand -- the 'central casting' variety -- blond hair, blue eyed. The market has opened up plenty in the past 30 years. Today they're looking for every flavor -- Benetton Babies -- short hair girls with glasses, Asian kids with flaming red hair, or white boys with dread locks. They're looking for interesting babies - character kids. Big ears can be cute. Perhaps more important than your baby's looks is that evasive "it" factor. They want babies that have an alertness and energy coming from the eyes. They want children who animate and have joy -- an inner brightness.
But It's Not Just Looks That They're Looking For
All the agents we spoke with were concerned about separation anxiety. "I take the babies away from the parents immediately," said one casting director, "If I sense the parent or child is intimidated by this, I know right away that it isn't going to work out." Finally, looks and energy are fine for print -- a catalog shot or a billboard -- which are just a single moment in time. For film or commercials, they need even more. They're often looking for some specific sort of action or skill that is required in the script. "If I'm casting for a Little Swimmers commercial and the child needs to walk through the sand," said Linda Valentine from Baby Casting and Wrangling, "I'll have a sand box set up in the audition studio to see how the child does before I take them to the set"
How Competitive Is Baby Modeling?
The Agents we spoke to in New York and Los Angeles get 80-100 photos a day! Out of those, one or perhaps two will end up getting any work. Plus, even if the agent likes you, they might send you out on 6 or 8 casting calls before you find any work. The casting calls are where casting directors ask many agents to bring in specific types of children or babies. Many are called, few are chosen.
Money Myths About Modeling
So you've met 10 agents and finally one agrees to help you find work. He starts sending you off on casting calls or 'go sees.' After sitting seven times in seven different waiting rooms with hundreds of other hopefuls and getting rejected seven times, you finally land a gig. After all that, they book your baby for a 2 hour shoot and pay you $65 or $75 an hour. From that check, the agent takes 10-15% and your manager, if you have one (often that's you), can take an additional 20-25%. After all that time and all those cab fares or gas money and you wind up with a check for $96.87. And since they usually book 3 or 4 babies for a shoot, it still doesn't mean your baby will be selected to actually appear in anything. However, if you're lucky enough to get selected -- great. You might get even more work, say $250 an hour for some special project like appearing on a coupon, or perhaps a bonus of $1500 or more for appearing in a billboard campaign or on a big brand cereal box. Movies pay scale - around $3000 a week - but you don't get residuals if the movie does well. Commercials pay residuals, which can amount to $20,000 or more for a national spot that gets a ton of air time. Keep in mind, it's far easier to get the $96.87 catalog work then to get in the $20K+ national commercial because a catalog hires many children models locally but a commercial ends up hiring just one or two lucky babies from an extensive national audition process.
Final Sobering Advice For Wanna-Be Parents
Can you handle disappointment? Every parent thinks their kid is beautiful and that's the way a parent ought to feel. But that doesn't make it true. That's the harsh reality. "Parents need to know, they're not doing us a favor for bringing their kids in," said one prominent New York casting director who requested to remain anonymous, "There is a lot of disappointment involved; a lot of time, energy and commitment required to get it." So the advice is: If you can't handle rejection -- don't bother bringing your baby to an agent.
Maybe you have lots of spare time and want to take this up as a hobby. Well, it's not a hobby for anyone else on the commercial set. They expect you to be professional, on time, constantly available, yet relaxed when they reject you or change the casting call at the last moment. And don't take it out on your child, if that's what happens. If you still think it's for you, make sure it's for your baby too. Make sure your baby enjoys the time you spend together in the waiting rooms and on the set. That's the only way it will work out. Beyond that, go out to auditions a lot. Have a cell phone. Be responsible. Show up on time. Don't bring excuses on why you're late. And be ready to let them take your baby on the set while you wait in another room.
For more information on modeling, check out these related articles:
Child Modeling
Modeling Behavior Tips for All Ages
How to Become a Successful Commercial Model
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