One of the most polarizing questions in the mind of any photographer is "Should—or shouldn't I—get an agent?"
The role of an agent in a photographer's career is often misunderstood, leading hungry creatives to think that securing representation is their number one key to success. In truth, the relationship between a photographer and agent is far more nuanced than simply booking more assignments.
In today's podcast, we take a deep dive into this complex alliance in a discussion with two generations of top agents, whose combined careers span from the film-era to the latest in media buys.
Listen in for a behind-the-scenes look at the many details involved, from the four P's Jennifer (JP) Perlmutter looks for in a photographer's work to Michael Ash's skill in editing a portfolio to allow a photographer's individual vision and passion to shine.
Our experts also shed light on critical topics such as branding, while making distinctions between a physical and emotional brand. Get fresh insights about standing out in an oversaturated marketplace and the matter of seeing ahead of the curve on trends.
As JP notes, "You don't have to hop on the current trend. You don't need to create the new trend. You need to create what's true to you, what's true to your vision, and then know that there are enough people out there—that there is your niche. There are the people who are going to love what you're doing."
Guests:
Jennifer Perlmutter & Michael Ash
Episode Timeline:
- 3:16: Is there a difference between the terms agent and rep?
- 4:11: Michael Ash on his start as an agent in late 1970's New York.
- 7:46: Jennifer Perlmutter talks about her beginnings at the dawn of social media.
- 12:25: Having a good eye for talent, plus the qualifications and skillsets needed to be a rep.
- 16:54: Producing as part of an agent's role, plus a peek inside relationships between photographers and a rep.
- 20:16: Navigating connections between clients, photographers, and reps—plus contracts.
- 27:34: An agent's role in protecting a photographer's interests, plus their skill in editing and curating the work.
- 35:46: JP describes the Four P's—what she looks for in a photographer's work.
43:14: Episode Break
- 44:36: To brand or not to brand, plus distinctions between physical and emotional branding.
- 47:28: How do you stand out in an oversaturated marketplace and hone a unique vision?
- 53:29: The current trend for nostalgia and harkening back to the analog world.
- 57:56: Michael and JP discuss today's advertising marketplace and usage rates.
- 1:01:08: The matter of taste vs analytics in today's commercial marketplace.
- 1:04:21: How do you see ahead of the curve or know which trends are worth jumping on? Where do we go from here?
- 1:11:14: Apostrophe's mentorship program, advice for young creatives, and some thoughts on AI.
Guest Bios:
Michael Ash is a photographers' agent and creative consultant who began representing photographers in 1979, after failing to get drafted into Major League Baseball. Born in Brownsville, Brooklyn, and raised on the streets of New York, Michael founded and led a successful agency in New York City from 1979 to 2016, focused on guiding the careers of more than 40 photographers from around the globe. He introduced this international talent to the world of commercial photography through representation, creative direction, and mentorship. Michael is an expert in contract negotiation, editorial curation, and client development. Most importantly, he has a lifelong dedication to nurturing artistic vision and unique creativity.
Jennifer "JP" Perlmutter is currently a senior photo and motion rep at Apostrophe, with nearly two decades of experience representing and producing for photographers and directors across commercial and editorial realms.
A 2006 graduate of Emerson College, where she studied advertising and visual arts, JP fell in love with photography early on and built a career at the intersection of creativity and commerce. She's known for her collaborative approach, sharp production insight, and deep commitment to artist development, especially when it comes to mentoring emerging talent.
Possessing a robust skill set that includes artist representation, marketing strategy, photography, print production, social media and more, JP has built meaningful connections between artists, agencies, and brands, helping creatives collaborate authentically and thrive. She's passionate about championing visual storytellers and creating space for new voices in an ever-evolving industry.
Stay Connected:
Michael Ash on Instagram: https://www.instagram.com/michaelash_original/
Michael Ash on LinkedIn: https://www.linkedin.com/in/michaelash2/
Jennifer Perlmutter on Instagram: https://www.instagram.com/jnperl/
Jennifer Perlmutter on LinkedIn: https://www.linkedin.com/in/jperlmutter/
Apostrophe Reps Website: https://apostrophe.is/
Apostrophe Reps on Instagram: https://www.instagram.com/apostrophereps/
Credits:
- Host: Derek Fahsbender
- Senior Creative Producer: Jill Waterman
- Senior Technical Producer: Mike Weinstein
- Executive Producer: Dana Glidden
