This shift required agents to find new avenues for creating revenue for their clients, with endorsements and speaking engagements becoming increasingly vital. Spec pilots gained prominence as competition for high-end projects intensified.

The role of a talent agent has undergone significant transformations in recent years, driven by the rapid evolution of the entertainment industry, the COVID-19 pandemic, and the impact of labor strikes. Barry Buren, a prominent talent agent at Creative Artists Agency (CAA), shares his experiences and perspectives on these changes, offering a glimpse into the dynamic world of talent representation.

“When I became an agent in 2019, young agents focused mainly on active casting opportunities,” Buren recalls. “At that time, active casting typically meant going into a casting office and reading with a casting director or network executive.” The landscape was constantly shifting as new streaming platforms emerged, each vying for a hit show to establish their presence. Shows like The Handmaid’s Tale and House of Cards were pivotal for Hulu and 
Netflix, respectively” – Barry Buren

The Changing Landscape of Talent Representation

The onset of the COVID-19 pandemic in March 2020 brought unprecedented challenges.

“In-person casting sessions went away, and clients now had to self-tape for opportunities. Zoom meetings became part of our everyday lives,” Buren explains.

This shift required agents to find new avenues for creating revenue for their clients, with endorsements and speaking engagements becoming increasingly vital. Spec pilots gained prominence as competition for high-end projects intensified.

Adapting to Labor Strikes and Industry Shifts

The recent double labor strike further compelled talent agents like Buren to seek alternative opportunities for their clients.

“At a time when we could not speak to our clients about scripted opportunities, we had to use the resources within the walls of CAA,” Buren notes.

This involved delving into intellectual property, exploring books, podcasts, and stories that could be developed within the strike’s guidelines. Unscripted shows and endorsements became even more valuable.

Overcoming Challenges and Securing Top-Tier Talent

The industry has faced numerous challenges, including multiple labor strikes and the prolonged impact of COVID-19.

“We have overcome these obstacles by adapting,” Buren emphasizes.

Remaining optimistic and innovative has been key to keeping clients at the forefront of content 
creation. Despite the changing job description, Buren’s commitment to clients has remained 
unwavering.

Emerging Trends in Entertainment

Looking ahead, Buren identifies several emerging trends that will significantly impact talent representation.

“The streamers are going back to their tried and trusted properties in an effort to attract viewers,”
he observes.

Reboots, remakes, and spin-offs of successful shows are becoming more common as platforms seek to leverage existing fan bases. This trend is likely to lead to a proliferation of smaller budget series with lower actor fees.


CAA’s Vision and Adaptation

CAA (Creative Artists Agency) is positioning itself to adapt to these trends by embracing 
innovation and exploring new opportunities.

“We are always at the forefront of innovation in the business, constantly pushing the boundaries of what is possible,” Buren asserts.

This includes utilizing new technologies like AI safely and representing alternative mediums to create opportunities for clients. Video game companies with extensive libraries and social media influencers are among the areas CAA is exploring to stay ahead of industry changes.

In conclusion, the role of a talent agent has evolved significantly in response to the challenges and opportunities presented by recent years. Through adaptability, innovation, and a forward-looking approach, agents like Buren and agencies like CAA continue to navigate the ever-changing landscape of the entertainment industry, ensuring that their clients remain at the forefront of content creation and representation.

About Barry Buren:

Barry studied at Universitat de Barcelona and graduated with a degree in International Business from Rollins College in Florida. He worked in Tokyo, Japan and Orlando, Florida before moving to Los Angeles where he started as an assistant with The Gersh Agency.

From there, he moved to the Creative Artists Agency where he worked his way up to TV Talent Agent, under the guidance of notable TV Talent Agent Michael Katcher.

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