Interview: Alexandra Devlin, Agent
The impact of social media and the digital world on the entertainment industry is clear. The days of traditional theatrical talent, or the carefully crafted movie star are over, replaced by influencers and digital talent who fill our screens across the board. Agent Alexandra Devlin saw this change coming early on.
In a new space with no rules, she has successfully navigated this emerging and expanding landscape, having spent the last five years immersed in the new digital world. She has focused her time on developing content ideas for talent, implementing strategy for social media growth, negotiating and securing branded deals for digital influencers, and building influencer ambassador programs for major brands.
In her new role as Digital Agent at WME, Devlin is managing the careers of huge digital talent with considerable followings.
Together with her extensive experience in talent management and PR, Devlin has a unique understanding of the industry today. I was fortunate to sit down with her to discuss the ever-morphing landscape of the digital world, the importance of a ten-year plan and what it takes for talent to become successful in this new and competitive space.
Alexandra Devlin: Agent, WME
1. Congratulations on your new role at WME as a digital agent. How did this opportunity come about?
I’ve been working with WME for the last 10 years at various jobs, so I know a lot of the agents here, and a very good friend of mine is the head of the digital department. He told me they’re doing a major expansion this year in his department, and they needed someone who has worked in a variety of different roles who has a different point of view than most of the agents in the current department.
2. What led to your initial interest in working in the digital space?
I saw a big change in the entertainment landscape when I was working at NBC and knew digital was going to be the next craze. People were starting to consume media differently, YouTube was exploding, and I knew that my marketing and media background could lend itself to the talent trying to grow in that space.
When I started in this space there were no rules. No one knew what they were doing, how to navigate, how to make deals, so we sort of were able to make it up as we went along and establish our own set of rules.
3. What does a day in your job consist of?
My day-to-day consists of pitching talent for branded sponsorship jobs and helping them come up with content ideas to create for the various social platforms they use. There’s a lot of negotiating involved and a lot of strategy sessions. It’s a lot of thinking about a 10-year plan and the steps involved to get there.
4. Since arriving at WME, you have taken on some big digital clients with considerable followings. What is the first thing you do when taking on a client with such a following and influence?
I like to get to know who they are, what they’re interested in, what products they use, what are their hobbies, etc. You have to really get to know talent before you just start pitching them for things. You have to understand the things they will and won’t do, what they do well and what they don’t do well, how they are in a room versus how they are in videos, etc. The biggest part of working with talent is learning how to navigate their minds.
5. When choosing to take on a new client, what do you look for? Is your decision based around following and numbers or something that stands out in the individual?
I try to sign clients that I think could ultimately have their own brand long-term. Think, Honest Company. I like to see if a client has ambitions outside of just posting pictures for brands, hear about their goals and see if they align with where my interests and connections are. I also usually give talent a little bit of homework before I decide if I want to sign them or not, to see how serious they are! Usually, my first question is: “Tell me where you want to be in 5 years.” Then I work backwards from there.
6. Given your experience, what do you believe is essential to becoming a success in the entertainment industry today?
Having a tough skin and being five steps ahead of the changes that are probably going to happen in the industry. I also believe being a nice person gets your farther than yelling at your assistant all day. Oh, and PASSION for what you do because the money isn’t great and the hours are hell when you’re just starting out.
7. With the new and changing climate of the industry and the influence of the digital world, what do you believe it takes to create a career with longevity for the both the talent and agents alike?
It’s about being innovative and thinking about a 10-year plan (for myself and my talent) and working backwards. Every day is another step closer to what you want. And you have to work on it every single day.
8. What advice would you give to anyone looking to forge a career in the entertainment industry as an agent in both the digital or theatrical space?
It could take forever, but if you love it, don’t quit. And create your own space. If you are an actor and you’re not booking jobs, find a community to create your own jobs. If you want to work with talent that your company won’t let you work with, rather than be unhappy, you could potentially branch out and start your own firm. Sky’s the limit.
9. What is the best career advice you have been given?
Sheryl Sandberg discusses career in her book and something that stuck with me was that it doesn’t have to be like a ladder. You don’t always have to be moving up in your career. Think of it more like a jungle gym. Take the right opportunity even if it’s a lateral move because it will most likely get you to the job you really want. And I give that advice to people I mentor every day. You shouldn’t always be so concerned with where the money is or the title. Most of the time it’s BS anyway!
10. Where do you hope to be in ten years?
Continuing to help talent succeed by following their dreams and being a part of my clients, building the brands they’ve always wanted. And hopefully in a house that I’ve decorated with some dogs and a husband. Ha!
11. Lastly, what inspires you?
People that change the rules. People that never stop because they know they deserve to be heard. True, uninhibited, hardworking talent. If you can move me to tears, I’m in!
Miranda O’Hare is an Australian actress and writer living in LA. Her recent credits include playing the female lead in Australian feature film Indigo Lake. The film receiving critical praise internationally and winning many awards overseas, including Best Actress for Miranda at the Oniros Film Awards in Italy.
Miranda also plays Galatea in vampire series Age of the Living Dead, on Foxtel in Asia.
Set for release in 2019, Miranda acts in two US horror feature films including Coven where she plays one of four female leads and a supporting role in Circus Road.
Currently, Miranda is shooting series Killing The Cure, playing the female lead Adrianna. The series shot is Mauritius and Canada and also set for release in 2019.
In her free time, Miranda writes horror features and co-hosts Podcast Vodcast Soda with digital influencer and friend Madeleine Byrne.
