Act Like It's Your Business: Branding and Marketing Strategies for Actors

Act Like It's Your Business: Branding and Marketing Strategies for Actors

by Jonathan Flom

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Many actors treat their profession as a purely artistic endeavor, rarely conceding that there is more to making a living than simply showing up on stage or in front of a camera. By refusing to seriously acknowledge that self-promotion is vital to their livelihoods, many performers can get quickly discouraged by the vicious circle of audition and rejection. However, with a little foresight and planning, actors can learn how to become their own best advocates for a career in the business of show.

In Act Like It’s Your Business: Branding and Marketing Strategies for Actors, Jonathan Flom helps actors and others in the arts understand the power of branding. This guide walks the reader through the process of creating a personal brand for a small business and then marketing that brand and broadcasting it through every step of the process—from choosing clothing, arranging headshots, and designing resumes to selecting a repertoire, building a website, obtaining business cards, and networking. Flom also offers advice on such real-world issues as goal-setting, finances, contracts, and day jobs and provides insight and guidance on how to approach agents, auditions, and casting directors.

A book of empowerment meant to shift the balance of control to actors themselves, Act Like It’s Your Business is aimed at professional performers as well as students who are getting ready to transition from college to career. Structured logically and step by step, this accessible guide will become the standard for nearly anyone hoping to build an enduring career in the performing arts.

Product Details

ISBN-13: 9780810891593
Publisher: Rowman & Littlefield Publishers, Inc.
Publication date: 07/18/2013
Edition description: New Edition
Pages: 264
Product dimensions: 5.90(w) x 8.90(h) x 0.80(d)

About the Author

Jonathan Flom is an associate professor of theatre and the musical theatre program coordinator at Shenandoah Conservatory in Winchester, Virginia. Also a professional director, Flom is the author of Get the Callback: The Art of Auditioning for Musical Theatre (Scarecrow Press, 2009), which has become one of the foremost sources of audition technique across the country.

Table of Contents


I.Pre-Show Announcement

ACT I – Preparing for your career: What is in your Control?

III.Act I, Scene 1 – Begin with Goals
IV.Act I, Scene 2 – What is Branding?
V.Act I, Scene 3 – How Does an Actor Begin to Craft a Brand?
VI.Act I, Scene 4 – You Have a Brand; Now What Do You Do With It?
i.Attire ii.Headshots iii.Resumes iv.Cover Letters v.Repertoire vi.Business Cards and Postcards vii.Websites viii.Social Media ix.Attitude/Reputation
VII.Act I, Scene 5 – The Six “Be’s”
VIII.Entr’ Acte i.Check in on your budget log ii.Supporting yourself in the city: Day jobs vs. Self-Employment iii.Working for free iv.A brief word about taxes

ACT II – Putting it into Practice

IX.Act II, Scene 1 – General Audition Technique
X.Act II, Scene 2 – Agents and Casting Directors
XI.Act II, Scene 3 – Equity versus Non-Equity
XII.Act II, Scene 4 – Contracts and taking/turning down work
XIII.Act II, Scene 5 — Networking
XIV.Act II, Scene 6 – The Cities Project
XVI.Recommended Reading
XVII.About the Author

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