Marketing, Coach, Protagonist, Manager, Founder

FIV. Hello dear Michael, thank you for taking the time to answer a few questions about yourself and your agency. Maybe you can tell our readers a little bit about yourself first. What has been your career so far and your professional successes? What did you study and why did you choose this industry?

Michael: I studied communications with a focus on marketing and communications and completed training as a business and life coach. I was able to gain leadership experience in the areas of marketing, sales and HR at an early stage and worked in various consumer goods industries, for which I am still grateful today. In addition, I have worked for various TV productions and broadcasters. From casting protagonists to casting presenters, there was a lot involved. During my time in advertising, I had a small online start-up on the side, which worked well, but unfortunately did not bring in any money – my first failure, so to speak. laughs I was able to gain further experience in the field of people and model management and I worked as an independent coach, while in 2013 I founded one of the first talent management agencies with partners, which also covered the digital component in the placement of advertising and talent. In 2020, we parted ways. With mf-mgmt I founded a new agency, which is still specialized in talent management, but has a completely new focus and different content.

Model management: foundation, tips, experiences

FIV: How did you get the idea to start your own business? Was there a specific moment or have you been thinking about starting your own business for a while?

Michael: I started working on the side very early on and tried different things on my own as well. But the decision is generally always based on my convictions. If I’m convinced of something, then I have to implement it and try it out. The content of the agency is the sum of my collected experiences and adventures. Both the positive and the negative.

FIV: You’ve had some experience and you’ve certainly had your ups and downs. What would you recommend to new people in the industry? Do you have any tips you can give us?

Michael: It’s important to stay true to yourself and not sell yourself. The more successful you become, the bigger the tasks and problems become and the harder it is to shape the internal structure in a way that suits everyone. But probably the most important tip is to always try to look at the values of those you work with. Ideally beforehand.

FIV: What was your greatest success so far? What do you always remember fondly and what are you particularly proud of?

Michael: Oha … Over the years there have certainly been a lot of different things that have been successful, but also a lot of things that have not been successful, of course. But I guess my answer is different than you’d expect: Over a period of time, I coached people who had different, deeper issues for free. It was very emotional, honest, and grateful (on both sides). I’m proud of that.

Success or happiness?

FIV: What is more important to you: professional success or happiness? What is your opinion on this?

Michael: My job makes me happy, so I don’t really have to ask myself that question. But since you’re asking it: happiness! Because I know that I live healthier when I am happy. Career success without being happy means “gut wrenching” and at worst, draws health consequences. Especially during my active coaching days, I’ve unfortunately witnessed the consequences all too often in others and it’s not worth it. It is even worse when ego and profile neuroses are added … Both often go hand in hand with the need to want to stand outwardly for professional success and to be recognized (in short “show”). From a lack of social competence to illnesses (physical or psychological), everything can be observed here as a consequence. In my opinion, no one can really want that and yet it happens frequently.

Private life, hobbies & conservation

FIV: Do you have a professional role model? Is there a particular person you look up to or admire professionally?

Michael: I find some personalities exciting and respect them, but I would not speak of role models now. One of these personalities is, for example, the journalist Dirk Steffens. He is constantly campaigning for the protection of species, educating people and working to ensure that this absolutely important issue is enshrined in the German constitution. This because he has recognized that otherwise we will probably get far-reaching problems with food in the future due to our population density. Both for us and for future generations, honestly addressing this issue should be one of the most important tasks.

FIV: Your everyday life can certainly be stressful and quite busy. Do you still have time for your private life? What about hobbies?

Michael: I already work a lot, but I also make sure that I take time off and have time for myself. Admittedly – I spend more time with my job, but that’s okay. Because of the pandemic, I discovered kayaking on the Alster for myself last year. One of my best friends got me to order an inflatable kayak from Amazon. No sooner said than done, we had a lot of fun! I will be doing that again this year. Apart from that, I’m busy with, who would be surprised: species conservation.

FIV: We’d like to know a little more about you as a person. Tell us something about your daily routine. Do you have certain rituals? How do you relax after a stressful day?

Michael: I relax anti-cyclically. This means that I go running early in the morning, do sports and take enough time for a healthy, vegan breakfast with vitamins. Personally, I really can’t start the day any more relaxed than this. I have peace and fresh air in the morning. Body and mind get what they need and so I have enough power until late evening, sometimes even into the night.

FIV: Thank you for taking the time to answer some questions. FIV Magazine and I wish you all the best for the future and stay healthy

Digital Avatars & Campaigns: Made in Europe

The biggest virtual influencer Lil’ Miquela is leading the way, with millions following her on Instagram. Shudu was on the cover of Harper’s Bazaar. Zoe was just the first virtual model at Berlin Fashion Week. Ella is currently in Buffalo’s first diversity campaign. Increasingly, you read “digital models are taking over the runway.” We now meet the man who does VR campaigns and shows. Virtual reality, fashion brands, Instagram, we look forward to hearing his answers!

In conversation: Stephan M. Czaja, founder CXMXO and CM Models.

FIV: How did it come about that you now work with virtual models?

Honestly, we have always been nerds when it comes to marketing, media and of course technical trends. Today, more and more people are talking about AI (artificial intelligence), so what could be more natural than bringing people to life artificially, as digital avatars?

The core team for the development of the technologies started work two years ago. In America, of course, you get a lot of money quickly for such projects, which is why the colleagues from Los Angeles were also faster. Last year, in the summer, we held initial talks with customers, and this year the time had finally come. The first virtual fashion show with digital avatars!

Advantages? Risk minimization, less travel and post-processing

Our goal has always been to find a complement to models who may not be available at the time.

But the technology also has the advantage that 20,000 air miles are not required for every production. Customers do not have to resort to completely virtual avatars, we can also digitize models, so that the flight is saved and a collaboration can still arise.

Customers also have the extremely great advantage that productions can be edited afterwards. After photo shoots, everything is usually finished and no more changes are possible. Here, the light, the location or the clothing can be changed at any time.

A mix of future technology and benefits for customers. We believe the fashion world will accept it! After all, the word fashion stands for trend and novelty.

Diversity Campaign: Buffalo London with Ella Stoller

Virtual hologram: Kim Kardashian’s father

The technology behind it is really extremely exciting! Maybe you’ve heard about Kim Kardashian’s birthday party? One of her gifts was her father, as a virtual hologram. Here we are again at the word fashion, trends and trendsetters, like Kim Kardashian. New technologies take time, need first movers but will establish themselves.

Those who have been there from the beginning will have the best stories to tell!

Experience with virtual models / campaigns

FIV: What experience with virtual models has your agency gained so far? What are the latest projects?

I think the most interesting and recent experience we’re having here with digital avatars is that we’re significantly more involved in the creative process. It starts with the storyboards and goes further and further into possibilities, so that we can even influence gravity.

Creativity has no limits anymore + Brand Avatars

In short, there are no longer any limits to creativity. Really none! Completely independent of location, time and many other factors. This enables a completely new way of thinking, which is not limited by travel plans, schedules or other cost factors.

The first job for MarcCain was already particularly exciting. A digital fashion show at the Berlin Fashion Week. Besides our Zoe, we created our own digital avatar and three other virtual people. In the fashion movie you see 8 real and 4 virtual models. So our worlds are merging more and more, the real and the digital.

Tip. Our article on the show: Future fashion show? VR fashion show in Berlin.

Video: Fashion Movie @ Berlin Fashion Week

The MarcCain fashion show:

What’s next? The near future

FIV: Following up again, can you also tell us something about new projects?

Our projects are usually all done under secrecy, so I can’t say anything about new advertising campaigns from clients! But what is important to me is the storytelling around Zoe. So also the question, how can we make her even more “alive”?

What I can tell you already is that one of the next projects will be the first publication in a fashion magazine. For this magazine shoot we are currently setting up the team. Classically with photographer, make-up artist, stylist and of course our development team.

Lil’ Miquela, Shudu: USA vs Europe

FIV: So far, the most famous virtual models / influencers come from the States. How do you see the current hype in Germany?

You’re talking about Brud from Los Angeles. He was the very first to really revolutionize the market just before us. His project Lil’ Miquela was the very first and really blew up the imaginable. I don’t know exactly what specific brands he worked with, but I think half the high fashion industry was already involved.

Germany and Europe are not exactly known for innovations, start-ups or the like. It’s the same with our virtual avatar. It took us eight months alone to get the first project up and running. Of course, everyone has reservations, but do you need that?

Start Ups and Ideas in Los Angeles

As a company in Los Angeles, you don’t have these problems, because new ideas are born here and are very welcome. Just think of social networks, Facebook, Snapchat, etc. All of this comes from California. In Germany, everything takes longer, so it also means a lot more investment for us. Nevertheless, we are proud to be the first next to Brut and therefore also the very first in Europe.

And if for the goals this year do not reach, we just move to LA!

Real models vs virtual models

FIV: Do fashion labels prefer to work with virtual models or with ‘real’ models? What are your experiences?

Currently, I don’t think any label prefers to work with virtual models. The technologies are only just being developed, but they are improving all the time. Coverage of the topic has only been around for a little over a year. So the topic is so new, we still need a little time!

Technology: Digital fashion / models for online shops

FIV: What are the advantages of working with virtual models?

You have to see the benefits first, of course. And that’s why the first movers that are out there now are so important. They show the other brands that the investment is worth it. Here’s a small example: a large part of fashion customers have online stores. Accordingly, with each new collection, new season, new photos are needed. The garments have a very long way to go before they finally reach the stores, usually shipped for weeks and then arriving at some point in the central warehouse. Now the pictures have to be taken, at the same time the distribution to the individual stores takes place. A lot of effort, in that everything has to fit.

Only 3 photos for digital fashion

With our technology, all it takes is three photos of the garment and we can attach it absolutely authentically and realistically to a moving body of a virtual model. With wind, gravity and everything that goes with it. The big advantage is that the photos can theoretically already be completed in production. So while the garments are still being packaged, the photos for e-commerce are already ready.

That means in principle there are two big advantages. One is for relatively standardized mass production and the other is the PR effect, because our lives are becoming more and more digital.

Storytelling, jobs and social media future?

Today, the first generation has grown up knowing only a life with iPhone and Co. Storytelling has always worked. Legends and stories, later written, then books, later Hollywood and in the future maybe digital people. Lil’ Miquela shows how successful this can be with meanwhile 3 million followers on Instagram.

Another advantage, especially for productions, marketing agencies and advertising agencies is that there is no risk of failure. Anyone who organizes large productions, for example for commercials, knows that sometimes up to 50 people can be on set, plus 20 booked cars and maybe even a helicopter. Suddenly the model doesn’t show up. Of course, the same goes for any other person relevant to the shoot. Is the stylist is not there for the clothes, makeup artist, photographer…. So shoots have much less risk from outside influencing factors.

Cooperation and effect of virtual avatars

FIV: What does a collaboration with a virtual model look like? So, how can you imagine that?

Very briefly described, you actually have no limits in creativity. You can do a photo shoot on the moon, create your own digital avatars and all that exclusively for your brand. Clothes, accessories, etc. are all interchangeable. Accordingly, you’re no longer just working on time, but really on creativity. This is super interesting especially for campaigns and advertising agencies. In addition, different images can be transported very well, e.g. innovations, future-oriented thinking and digital solutions.

Otherwise it’s the typical game in marketing or the advertising agency. Many ideas are available, but many have to be discarded because they are too expensive or too complex.

How much does a campaign cost?

FIV: Can you also tell us something about the prices? How much does the collaboration cost if you want to book virtual models or such a production?

Exact prices of course always differ depending on the effort, quantity, preliminary work, but also the media use afterwards. Roughly speaking: The production does not pay off with one part, but who has to produce 20 or more parts, can possibly already think about the cooperation when we talk about e-commerce.

It always pays off for campaigns. Just from the aspect that further media can be created from the already existing production in no time. Details can be changed. In addition, there is of course no risk of failure, as mentioned before.

Hype for digital avatars: Lil’ Miquela & Co.

FIV: Where does the big fascination around virtual influencers, like Lil’ Miquela & Co, come from?

The fantasy is just simple, yet I like them. Everyone knows Superman or Captain Jack Sparrow from Pirates of the Caribbean. Of course, none of the characters are real, but still you are interested in each new story the people behind it.

Series and actors are like avatars: We want more stories

Everyone outside the US knows Hollywood only from movies, TV and series. Who knows if Brad Pitt really exists? You know what I mean! The world is already a bit digital today and it’s getting more and more so! This aspect also plays a role when people think about avatars.

You just mentioned it yourself, how the Lil’ Miquela phenomenon has taken off. On Instagram you see private moments from her life, she produces new photo campaigns, even music videos.

Now if you remember the story from the beginning, i.e. the hologram of Kim Kardashian’s father, you’re already seeing the next leap in technology here too. Bringing digital avatars into the real world.

We will definitely not get bored!

FIV: Will VR people replace real models & influencers one day?

No, absolutely not. Virtual people, or avatars and models or even influencers will always be only a meaningful addition to the real existing. However, they can experience different stories, precisely because of the complete freedom in creativity. Ultimately like a Netflix series, only packaged differently.

Thanks for the answers!

In conversation: Stephan M. Czaja, founder CXMXO Group and CM Models.

Ella & Zoe: Digital Avatars of CM Models

Reading Tip: Digital Avatars

Read even more about digital avatars here including a list, with all the virtual influencers!

Lil’ Miquela: The LA Phenomenon

Gigi Hadid, Cara Delevingne and Hailey Bieber outdated? Virtual influencers like Lil Miquela or Bermuda are conquering Instagram and the model business. The fact that they already have significantly more followers on social media than other influencers proves the success of this forward-thinking invention. However, anyone who thought that these virtual influencers were boring and without character was sorely mistaken. In addition to an individual personality, the models have their own lives in which they report on their leisure activities with the help of story telling. However, the trend of these virtual stars has not only been on Instagram for a long time, a music career has also been predicted for them. Within four years, virtual influencer Miquela Sousa has built a remarkable career.

• Lil’ Miquela

Virtual Influencers: List

You know the models of the 90s like Naomi Campbell or Claudia Schiffer. We dive into the world of digital models, influencers and Instagram stars. Virtual influencers are conquering the market and are no longer hype. It’s all about fashion and what buzz these virtual personalities are creating in the fashion world. Who are they? Who created them? Are they replacing the supermodels of millennials? Are Kendall Jenner and Gigi Hadid simply being replaced? What role do you play in today’s fashion and social media world. We introduce you to models including Lil Miquela and Shudu Gram, the two first virtually created models and what exactly makes each of you so special. And how they managed to get on the magazine covers of Vogue and Harper’s Bazaar.

• Virtual Influencers

Modelbooker & Model Manager

FIV: In which countries are you on the road as a model booker and model manager? When, where and how did you start?

Marcus Femmings: I currently manage talent in the UK, Holland, France and America. I’ve been doing this for 10 years now. BAME has only been around for 3 years though.
I first started with an agency that focused on South Asian talent – Indian/Pakistan/Bangladesh/etc, when I noticed that there was a lack of representation in the fashion world for models with this ethnic background. Then 3 years ago I started BAME and it was a resounding success. The term BAME was a British buzzword used by the government and media to describe people they thought were privileged. I decided to take that word and use it as a term of empowerment. We use it to describe everyone-no matter what color, creed, etc. The agency is about proving that anyone with a sincere desire to become a model can do it.We have been very successful in the last 3 years – Vogue, Harpers Baazar, Paris Fashion Week, London Fashion Week, Spiderman: Far from Home, Hobbs and Shaw are just some of the recent clients/projects we have worked on.

As a modelbooker you know your models’ goals, family and favorite foods

FIV: As a model booker, you can have a huge impact on the lives of others. Depending on the assignment or client, you can really jumpstart a career quickly. What do you like most about being a model manager and what do you think are the least enjoyable parts of it?

Marcus Flemmings: I’ve heard people say that it can be hard to be a model booker because you’re constantly organizing jobs for models where they’re making way more than you are. They fly to exotic locations while you’re stuck at your desk. They’re treated like royalty while you’re just a talking head. The fact is, this is a job for a person who wants to get rich off the success of others. It is meant for people who find it fulfilling to see others achieve their goals through your help.
The best model bookers I’ve worked with really care deeply about the talent they work with. They know what their favorite food is, know their family situation, personality, goals, etc. These bookers get their models to their destination no matter where they are working. This gives them a lot more than just a truckload of money.
I prefer to work with models and talent who are ambitious, loyal and humble. Those are the ones I have the most success with. They are a perfect fit for me and my work ethic. What I hate most are models and talent who are ungrateful and disloyal – After many overcome meters, long grooming, blood, sweat and tears around castings and interviews you have organized for them, it can be very frustrating when you are not appreciated and recognized for it. Overall, however, it is an all-round satisfying lifestyle that one has in this professional field.

This is how you start your modeling career!

FIV: Many pretty boys or girls dream of becoming a model. What should an application contain? Can you give them 3 pieces of advice?

Marcus Flemmings:

• Natural images.
• Honesty.
• Humility.

Educate yourself about the particular agency you are applying to. Too often models have applied with pictures with Instagram filters, Without their measurements and with a lack of knowledge about the agency. Then you get models who do the opposite of the above – have the perfect application and then when they get to a meeting, they know nothing about the agency they applied to. Or you hear phrases like “I’m not sure what to do with my life”. This industry is tough, and there’s too much competition to be half in and half out.

FIV: Please explain to our readers what a test shoot is. What is especially important for Newfaces in a test shoot?

Marcus Flemmings: Test shots are the most important weapon in EVERY model’s arsenal. Even for experienced models. Having the best, most current, cleanest images possible is absolutely critical. Think of a car without a beautiful shell – a dynamic design. Beautiful color. Think of the best car in the world based only on its engine design. No one is going to buy it.
Pictures/test shots are the beautiful shell that surrounds a model. You want the best and are constantly reinventing yourself. One GREAT picture can change a career. A BAD picture can change a career.

Appearance is important – attitude is more important

FIV: Explain it to our readers: How does one become a model? Are there other decisive criteria than body measurements and beauty?

Marcus Flemmings: As I mentioned briefly, it’s all mental. I’ve seen pretty average looking guys and girls achieve incredible things. While looks are important, they can never replace ambition, application and attitude. The ability to perfectly master these key elements is beyond anything you can expect from your looks. You also need a thick skin. You’ll get rejected a lot more than you’ll succeed. But it’s the successes that mean more than anything!

FIV: How long do you usually hire new faces? How long experienced models?

Marcus Flemmings: We usually give models a nice 3 month period to grow and develop. After that, if there’s no progress but the attitude fits, we try to build them up or maybe change the approach if it’s not working. New or more experienced models. Same approach. If the wrong mindset is there, we would try to improve it first from day one – if there is no improvement, then we move on.

How would it be to have a tool that will manage all of the Influencer Management (search, find, analyze, categorize, etc.), bid management (Predicted Impressions, Unique Impressions, Likes, Comments, etc.) but also Campaign Management Analyzing groups, monitoring, etc.). Especially when different bloggers are involved, social media managers spend days with campaign preparation, execution and evaluation. Since we have many readers who work in advertising agencies, creative forge, or the colorful media world, we wanted to introduce you to Social Analytics for Instagram. The new and super exciting Top Social Media Software Tools for Influencer Management and Campaigns.

You will find the full article below the Youtube video tutorial!

Online tool for Influencer: Test and evaluation

We have looked at the practical online tool and once photographed and described everything important for you. Have fun while reading!

Video Tutorial: Social Analytics Influencer Marketing Tool

1. Influencer search

The search is for many agencies and social media managers the first step to find their own influencer. Influencer Agencies, which already have bloggers under contract, can read directly on “Influencer profile details”.

The search in the database goes by country, city, category, follower number (minimum, maximum) and price (minimum, maximum). So the tool helps smaller startups, for example for fashion, accessories, shoes and much more, the bloggers in Berlin but also big companies like international brands, the world’s influencer book. Depending on customer requirements the follower can be adjusted but also the prices.

Influencer search results with key facts

The search results are clearly arranged and show the most important data on the influencers (followers, media data and follows [persons followed by the influencer]). The selection always shows the milled influencers in the selected area.

Add Influencer as favorite

By clicking on the star you can add individual influencers to your network. In the Influencer Manager, they are then collected in a list. From here you can add Influencer to different groups, for example: “Fashion, Berlin, Women 50-500k”, “Fashion, Düsseldorf, Women 50-500k”, etc.

2. Influencer profile details with statistics

The Influencer Profile shows you all important and relevant data for each Influencer. In addition to the link to the Instagram profile, it contains the origin, the number of followers, media data and the following interest info at the beginning:

• Rate estimation per posting
• Commitment rate
  the number of followers is simplified by the number of interactions (Likes, Comments)
• Average Likes per posting
• Average comments per posting
  they help in assessing how many likes/comments will reach a posting

Pricing: Calculate campaign costs

In addition to the extremely important commitment rate factor, you can also directly get a price estimate for the influencer. Currently, the price calculator still refers to a posting, but in the future it should also be possible to calculate individual stories. More about the price-calculation is still in the Campaign Planner.

Statistics on recent postings

The statistics help with the provision of services for customers as well as the analysis of the influencer.

• Likes/comments by post
• Here you can see very beautiful, which photo/video contents are successful. When you move the mouse over the points, you can see the individual media.
  Follower Analysis
• This diagram gives insights about the growth of the followers. Unusual activities, for example by buying fans, can be seen here simply by unusual excursions.
• Media Analysis
• In this graphic, you can see whether photos or videos, deleted or whether postings remain for a long time.

New photos and videos for visual assessment

In the visual assessment of the influencer, the latest photos and videos help.

Hashtags, location scout and marked Instagram channels

In this section, you will find all important information about the last hashtags, in order to be able to assess the direction in which the favored Instagrammer goes. The database provides a detailed view of the last sites of the blogger. Especially for travel and tourism companies, an important information regarding the target group or the fans.

Youtube Crossmedia Search

The integrated Social Media Wall shows finally all relevant Youtube videos of the blogger.

3. Campaign planners and groups

Agencies spend a lot of time managing and managing their influencers. So far, most agency processes are done in Excel tables. Individual employees spend an hour every day exploring all the channels to discover new photos and markers. Social Analytics brings together all tasks in the clear “Inlfuencer Manager”. This is where you can manage not only influencers, but you can also create campaigns. They give predictions to the impressions (total range), unique impressions but also predicted likes, comments and the total range, for campaigns with more than one influencer.

Groups analysis and statistics

In group analysis, all influencers are compared. The data is being traced backward, so new influencers in the network can be directly compared with the old ones. In this way, social media managers can make recommendations for customers, even for long-term projects. On the basis of the curves in the statistics, the reasons for the customer are also quickly traceable. Thus, offers are created in minutes.

Campaign report with prediction

The campaign report clearly shows all the relevant data of a campaign. If you create 3, 4 lists or campaigns, you can send the customer directly a selection of 3, 4 different scenarios. How do 3 Top Influencers behave in relation to 10 micro influencers? The report calculates all data independently. This saves you a lot of time not only in the search but also in the evaluation and presentation of influencers.

4. Hashtag Analyzer: Know everything

Do you want to know what happened to a particular hashtag? Whether (as in this example) fashion, food or even jewelry and cars. With the hashtag analyzer, you can quickly and easily find influencers that have already interacted with your own brand. Another big advantage is the analysis of hashtags of the competition. How often will it be how many people talk about it? The same function can of course also be used perfectly for own hashtags. In the analyzer, even entire campaigns can be monitored.

Top 100 Influencer on Instagram

Here you have the chance to discover Influencer! Brands that have already worked with influencers before, can see, whether other bloggers of the brand were convinced. If you do not have your own influencer marketing yet, you can see here for the first time all important people who have interacted with their own brand or hashtag. Where is the advantage? Bloggers who already like their own brand are easier to activate for the brand and they will bring the brand or the product much more authentic and comprehensive.

Top 100 photos, videos and media

The top 100 shows the most successful postings of bloggers. This tool allows you to find successful media on the one hand, but it can also be used just as well to make successful campaigns. Which influencer has got the most likes with which photo? How many comments have individual influencers achieved? All these questions are answered in a clear manner.

Hashtag campaign data and charts

If you are already planning more extensive social media campaigns, the statistic analysis will love. Depending on the package, the tool crawls the entire database to find any ever-posted postings. This allows the entire chronicle to be recorded, not just for days, but for weeks, months and years. This allows entire companies to be analyzed and their successes of postings. This data is also valuable to customers because they contain valuable information on campaign flow and progress.

Conclusion: Social Analytics Influencer + Campaign Manager

As the world’s first tool, Social Analytics provides deep insights and enables the comparison of influencers for targeted and fast supply creation. The subsequent campaigning tools for evaluating and evaluating social media actions allow agencies to collect and collect relevant data for campaigns as quickly as possible. The report is quickly created and can be sent to the customer via PDF. The tool is currently running in the beta phase until the end of 2017.

Find out more about Social Analytics here Influencer + Campaign Manager.

From the idea to the agency

FIV: Hello Stephan. You founded one of the model agencies that people are talking about! You’ve built up almost 10,000 followers on Instagram in one year, booking models all over Germany and Europe. All of this came suddenly, in just a few months. How did the idea for CM Models come about?

I’I’ve always loved doing media. First it was a music magazine, then an advertising agency. In between those two points, I was briefly a student and a bartender. At the time, I was just finishing college, hung up the music magazine, so I ended up working at a beach bar mixing cocktails over the summer. At some point a photographer came to me, he needed a website, I wanted to go on vacation and this was the perfect way to just fund my vacation.

That’s how I got into photo shoots, studios and models. At some point your name CM Models was in my head and the idea was there. Of course I looked online because I was sure that someone in this world had already come up with the idea to call their model agency CM Models. There was no one! That nobody used the name for his agency surprised me so much. After that, it took another three years until I just started in the fall of 2014. Since I had my ad agency on the side I could only focus on it on the side, of course. But at some point you can really call from the customer, so need models and have decided in 2015 to pour everything into a real company and founded our model agency, CM Models.

CM Models: From startup to model agency with international jobs

FIV: You have already experienced a lot after 18 months. From the idea to the launch, what have been the biggest challenges for you as a model agency startup entrepreneur so far?

Basically, there were three main points that we had to consider. Firstly, our brand absolutely has to be strong enough to compete with the biggest agencies or competitors. We always wanted to compete with Prada, Dior and the other big labels. No sooner said than done. That’s why it was important from day one to design the look in an absolutely independent and high-quality way in order to create a new agency that independently attracts attention, polarizes through its name and its good appearance.

Of course we need a lot of photo material of our models, organizing good photo material is, believe me, a real challenge. Not all photographers offer the level that you need for exponential growth. That’s why it was an absolute pleasure for me that fashion photographer Oliver Rudolph joined us right at the beginning. So we were able to deliver high quality images for our sedcards, for the models, for magazines and for clients right from the start.

Branding, online marketing and look were and are two absolute key factors for us.

Challenge number three was search engine optimization. Since I come from the online marketing and advertising agency world, I have of course very early, very intensively with the topic of search engine optimization in platforms such as Google, Bing and Yahoo. CM Models should be a heavyweight in the search engines from the beginning, which means to be listed in the best positions for all relevant cities. This includes Berlin, Düsseldorf, Frankfurt, Munich, Cologne, Hamburg and of course international cities like Paris, Milan New York and Stockholm. Ensuring this is quite a task, especially with a completely new domain.

Big goals, big challenge: The path to the model index

FIV: After having mastered all three challenges, you should be well prepared for bigger goals. How has your model agency developed since the start?

Our model agency has developed excellently. Not only do we now have a lot of international models in our model file, we also have very international clients. We would never have expected this success at the beginning of 2015. We are even now relatively far ahead in Rio de Janeiro, but also in cities like pink in Japan.

Of course, we also learned a few things and made some mistakes in the beginning, but we quickly corrected them. We learned, for example, that the modeling industry has to be cool on a certain level. Especially for up-and-coming models, you have to create a strict management so that they learn what to look for in the industry and cleverly avoid their own mistakes in advance. Mistakes are not so easy in such a professional environment. Especially with clients who pay a lot of money for this one shooting appointment, it is important to make a professional impression right away. We help the models with this and on the way to build their career sustainably. We are very happy to go the way together with our models.

NRW Prime Minister Hannelore Kraft (SPD) visits the model agency.

FIV: You already have over 8,000 followers on Instagram, you have a blog and are very active on Facebook. Who is actually your most important target group at CM Models?

We have two target groups that are important for us. On the one hand, of course, all marketing managers, the big agencies and the big companies. Therefore, it is important, as mentioned before, that we have a very professional appearance and deliver very professional services, with each model booking. Decision makers, i.e. people with demanding positions in companies, are not easy to win over, as they are usually well connected, have good contacts, are able to ask questions and examine new situations very carefully. The customer is king!

Secondly, it is of course the young models and up-and-coming models throughout Germany, Europe and worldwide on which we focus. Here we shine especially through our strong social media presence, already after one year we have more followers than most agencies ten years. Of course, this shows the models that we have very modern structures, are very digitally positioned and thus naturally share a bit of our own life instead of just hiding at an office. We want to show what we do and want to help young people realize their dream of modeling. We put a lot of effort into it, also on our website everyone who is interested can find free and valuable content, so they know what requirements they have to meet as a model.

FIV: If a model is then interested in you as management, how can one become a model with CM?

Of course, there are all the classic ways, so that you are scouted, for example, in a cafe, all of a sudden. But that is rare and rather the exceptions. Then we would have to walk the whole day in the pedestrian zone.

The easiest way is to apply online on our agency site. Here you can simply go to the menu, select the appropriate application form and get all the information directly delivered. For example, you can see exactly what information we need and what kind of pictures. Many people think that we need many, many pictures. But natural snapshots are enough for us, so that we get a very natural impression of you as a person.

This is the easiest way to apply to our model agency.

FIV: How many applications do you actually get as a model agency?

In short, there are a few hundred people a month who apply to our agency.

FIV: That’s really a lot of applications. How many models do you actually have under contract?

We currently have 80 models under contract. We also keep the number in double digits, so that we can take care of all models individually and personally. Of course, it is also very important to us that we get every model, within our possibilities, enough castings and jobs so that he or she can fully concentrate on modeling.

A photo posted by COCAINE MODELS (@cocaine.models) on Aug 19, 2016 at 8:50am.

The agency has top placement also in rankings

FIV: CM Models in five years, where do you say it’s headed?

We want to become even more international! Since we have already achieved a lot in the first year, new and well-known customers such as Peek & Cloppenburg, Opel, Nivea Men, C&A, and many more. We want to take our models even further. That’s why we are permanently trying to win more cities for us through further measures in search engine optimization, with social media management and with online marketing.

As already mentioned, we are now also very well placed in Rio de Janeiro or arises the Osaka, Japan. Our big goal is of course to make the leap to New York, the fashion metropolis where model agencies are at home. New York is the biggest goal for us to achieve this year or next. Here the big jobs are the big clients and the big stories.

Thanks for the interview!

If you want to know more about the model agency, you can find all the important links here:

• Model Agency, Website
• CM Models on Facebook
• CM Models on Instagram
• CM Models on Youtube

Model agents and bookers! More interviews

More about model agents? Read the interview with Ellen from Keolas Kids here or the exciting interview with Yannis, owner of Place Models, the discoverer of plus-size model Angelina Kirsch!