As the proclaimed “Curator of Creativity”, Freda Scott has assembled a multifaceted powerhouse of talent featuring award winning photographers, illustrators, artists and copywriters. Throughout her career, Freda has emphasized the consistent supply and delivery of real, genuine artists who exceed expectations while adhering to budgets and deadlines. With such an accomplished and consistent roster of talent, Freda Scott remains one of the irreplaceable artist reps in an increasingly digital era of do-it-yourselfers.
Q1. In today’s click-of-a-button access-to-anything society, desribe how an artist representative bridges the gap between clients and talent.
A. While the click-of-a-button exposes clients to the right styles of artists, there is nothing that can replace talking about the client’s needs and establishing a relationship. Most people have too much to do & in a pinch they will search for ideas or connections. But hiring talent is taking a risk that the contractor will accomplish & exceed expectations. Reps give the buyer information about how talent works & confidence that their project will be professionally executed.
Q2. How has the vision of Freda Scott Creative evolved since it’s launch?
A. Because my interest in this business has grown, I’ve come to understand how important it is to create long lasting relationships. And to continually present styles that are changing and growing. Nothing about this business is static. Styles change & I like to be one step ahead of the curve.
Q3. What makes Freda Scott Creative unique compared to other Artist Representatives?
A. The styles & variety of talent is most apparent. I think they feel I take responsibility and truly care about producing a professional project & make it fun.
Q4. What are some of the responsibilities or duties you fill in your day-to-day interactions amongst talent and client?
A. Lots of talk about budgets. It’s like an Arab bazaar! And I ask everyone what’s new in their world, what they like, how they like to be updated. So much talk about email, social media & how can buyers put their fingers on new looks.
Q5. How do you go about curating your artists? Do you look for something in particular or is it more of a trait or skill that the artist displays?
I get at least 10 artists contacting me everyday with links or samples to their work. It’s rare that I will reply without a referral from someone I trust. Most of my artists were known by creative directors that enjoyed working with them. I have to like them personally, I have to feel they have something to say that is compelling & different & they need to convince me that they have the stamina to continually renew their look. It’s something like finding a good mate-you have a list of what you want & check off their qualities that you know will make you happy. I always ask their clients lots of questions as well.
Q6. How has the present demand and necessity for an Artist Rep changed since years past?
A. Clients sometimes say they found a cheaper alternative to my artists because of the internet making so many artists more accessible. They usually add that their experiences weren’t very professional or the budgets weren’t respected. The landscape of a rep’s business changed dramatically after 2008. Many of us went out of business because there was less money spent on commissioned art. This cornered artists into dropping their fees & many reps weren’t nimble enough to reinvent their businesses. Many design firms & ad agencies stopped doing print. We survived because we addressed the newer digital marketing world.
Q7. What are the benefits of working with an artist representative such as yourself in comparison to working directly with an artist?
A. Reliability & having a colleague to discuss the many ways a project could look or be produced. A rep should have the experience to interpret the creative direction & guide the designer towards one or two best alternatives to accomplish the project. Sometimes a designer will tell me who they really want to work with but can’t for certain reasons, so I will present the closest styles of artists to the vision of that project.
Q8. If you were to compare artist representation to anything in the world, what would that be?
A. 1/2 animal trainer, 1/2 mom.
Q9. What is the most rewarding benefit that comes with being an artist representative?
A. Establishing a community of creative directors and match-making them with artists. And of course, choosing my own family of artists to talk with everyday.
Q10. Last but not least, what kind of results can potential clients expect when working with Freda Scott Creative?
A. Clients can expect to work with real, honest people – not divas. They can expect artists that enjoy stretching who are great thinkers & communicators. Above all, clients can expect that all deadlines will be met while staying on the agreed upon budget.[/one_half_last]