Gersh Talent Agent Gaby Cohen Reveals What Every Actor Should Know About Finding Representation

Choosing the right agent can significantly impact your actor’s journey. Whether trying to enter the industry or elevate your career, finding the best fit could be a turning point. By being persistent, employing a thoughtful approach, and knowing what agents look for in their clients, you can find the perfect advocate who will help showcase and nurture your abilities.

Let’s take a closer look at finding an agent, featuring advice from talent agent Gaby Cohen of Gersh, who offers her expert perspective on what she looks for in clients. Whether you’re getting ready for auditions or in need of professional guidance, this interview will help you navigate the path to securing a great talent agent with confidence.

In 2020, Gersh promoted Gaby Cohen, who was the sole current talent coordinator, to agent. Cohen began her career at Gersh as an intern in the New York office in 2015, later transitioning to the Los Angeles office in late 2018. Cohen’s secret to staying motivated? “Focus on one small task, one at a time, and before you know it, you’ve accomplished more than you know.”

Insights: What to Know About Finding Representation

Recognize that having an agent is a step in your career, not the final goal. They facilitate opportunities, but success requires ongoing hard work and self-promotion.

Focus on what makes you unique as a talent and person. Understanding and embracing your individuality will help you stand out to agents and casting directors.

Know that you can seek representation from multiple agents across different regions or specialties, but for US theatrical work, you must stick to one agent to avoid conflicts.

Be aware that agents will fight for your best interest in contract negotiations, and it’s important to communicate your specific needs and goals to aid them in this process.

Tailor your career strategy according to your experience level. For new actors, seek roles that will offer greater choice in the future, while seasoned actors should focus on projects that align with their established goals and brand.

What are the most common misconceptions actors have about talent agents?

Some artists early in their career look at finding the perfect agent as a North Star of sorts — as that big end goal. The truth is, while finding a great agent partner is certainly a formative step in the process, it merely marks the beginning of that next exciting chapter.

Having an agent doesn’t guarantee instant success. It should serve as motivation to work even harder — refine your craft, continue to build your network and double down on your career. An agent can be a game-changer, but it’s not a substitute for being proactive and putting in the hard work.

How do you decide whether or not to take on a new client?

Every agent has their unique taste and style. You have to follow your gut. For me personally, I have a very clear ethos. I look for singular talent, in one way or another.

Perhaps they grew up during a time when nobody onscreen looked or sounded like them; a time when they had no role models to look up to who represented their singular or marginalized communities. Or perhaps they come from an unconventional background, whether it’s a stigmatized past career or untraditional or unconventional training. These kinds of unique stories drive their purpose for doing what they do. They are storytellers and they are driven by their lived experience. They are one of one.

What is your process for introducing new clients to casting directors and industry professionals?

I’ve been fortunate to build close relationships with members of the casting community through my decade of experience at Gersh. With that time, I’d like to think I’ve earned a decent level of trust in my taste.

As soon as I take on a new artist, I make sure everyone in my network is aware of the exciting new sign. Laying that groundwork early, even if it’s not for a specific role or project, puts a new client on everybody’s radar for when the time is right. As we assimilate back into an era of in-person general meetings with casting and decision-makers, I also have an eye toward setting up meetings that make sense.

What is your policy on actors seeking representation from multiple agents?

Actors should have autonomy. We all should. I believe that everybody should be able to make an informed decision.

People around town have different styles, different ethos, different processes… It’s all about connectivity and if somebody is fortunate enough to have a decision to make, let them make one. Actors new to the process should be very aware, however, that you can only have one US theatrical representative. That’s a non-starter.

What’s your process for negotiating contracts for your clients?

It’s a three-part process. First, there are many standard elements in any film, television, theater, or new media contract. As a client’s advocate and representative, you fight relentlessly to protect their interests.

I am fortunate enough to be able to tap into not only my knowledge and expertise but also into our agency’s vast databank of prior deals. Having access to the expertise and insights of my seasoned colleagues and thousands of case studies allows me to negotiate the most favorable deal possible — regardless of the size or scope of the contract.

The next part of the deal-making process is equally important but more tailored to each client. Every talent has unique needs, expectations, processes and goals. This is where communication, trust, and collaboration between an agent and a client are essential. It’s my responsibility as an agent to advocate for any specific need or accommodation, big or small, of any individual client.

Lastly, you have to look ahead. In a world where technology is advancing faster than the contractual protections in place, it’s critical to safeguard our clients’ futures. How can we build contractual protections to protect artists from exploitative AI usage? From emerging technologies that we may not even exist yet? It’s essential to anticipate and guard against risks posed by technology that doesn’t even exist today.

What advice would you give actors who are just starting in the industry and seeking representation?

Put the work in to find your unique, singular ‘hook.’ The most successful talent has a definitive sense of self. That has been the case through hundreds of years of stand-out entertainers. Put the work in to know yourself and your identity; know what you want to put out into this world. Not until you truly know yourself can you project the confidence that compels us as potential representatives.

You work with seasoned actors as well as actors who are experiencing their breakthrough moments. How do you tailor your approach to managing the different needs and career stages of these actors, and what strategies do you find most effective in guiding them toward success?

Every artist requires a unique approach. The strategy shifts depending on where they are in their career journey. When working with seasoned actors and creatives who have garnered accolades and built storied careers, the focus becomes filmmaker-driven and goal-oriented.

For those just starting, opportunities are still carefully targeted, but the question shifts to, “Will this decision ultimately grant me greater freedom of choice down the road?” Regardless of where an artist is in their journey, every move has to feel authentic. That principle never changes. Yet, the target is constantly evolving for each individual, which means the strategy — whether for established stars or emerging talent — must continuously adapt and grow with their career.

Anything else you want to say?

I am so lucky to do what I do every single day. Working with artists and empowering their unique voices is a privilege that I do not take lightly. Every day is a new adventure, and I hope that anyone that your readers encounter on their journey finds as much joy in their job and their purpose as I do.

Looking for more industry knowledge? Check out our Ultimate Guide to Audition Advice from Casting Directors!