Casting the right talent can make or break your project, particularly when you’re shooting in production hotspots like Sydney or Melbourne. Before talent steps on set, you’ll want a clear handle on overall budgets, including crew, locations and video production services that factor talent rates into a seamless schedule. This detailed guide helps you navigate the casting process and understand talent casting costs across Australia.
Getting Started with Casting Calls
First, send a casting call to the public or casting agencies to find actors for your production. Websites like The Right Fit and Star Now allow you to post these directly to talent who can apply. Alternatively, you can send them to a casting agency that provides you with suitable options. When creating a casting call, be as specific as possible about what you need. This specificity helps in finding the right person for the role. At a minimum, include:
- Talent Budget
- Gender
- Age Bracket
- Ethnicity/Nationality
Moreover, you can narrow down the search by adding details like hair color, eye color, hair length, facial hair, height, weight, and personality traits (e.g., Mum, Politician).
Specifying Usage Rights
Clearly specifying the usage rights required in your casting brief is crucial. This clarity helps prevent any misunderstandings or additional costs later. Therefore, make sure you include:
- Media: Specify which media will host or promote the content (e.g., TV, online, social media).
- Length of Use: Indicate how long you will promote the content (e.g., 12 months, perpetuity).
- In-Feed Use: Clarify if you require unprompted in-feed use in perpetuity for social or digital content.
- Geographic Location: Detail where you will play the ad (e.g., regional, national, or specific countries).
Working with a Casting Agent
Hiring a casting agent like Chicken And Chips usually starts at around $5,000 ex GST for lead talent and a few extras. Most projects fall within $5,000-$10,000 for casting agent fees. However, if your budget doesn’t allow for a casting agency, some production companies can cast talent directly. We have the expertise and resources to find the right talent for your project without an external agency if your budget doesn’t permit.
Using a Low Cost Casting Marketplace
Listing your brief on online casting marketplaces such as StarNow or The Right Fit is the most budget-friendly way to secure talent. Posting is either free or a nominal fee (StarNow often waives it; The Right Fit charges only once you book), and you pay the performers’ day rates directly. In our experience, for commercials and corporate videos StarNow will yield the most and highest quality applicants.
Choosing Between Self Tapes and Auditions
When deciding between self tapes and live auditions, consider your budget and needs. Ideally, you should hold auditions for all talent casting. A casting director sends out a casting call, develops a shortlist of candidates, and holds auditions attended by producers and directors. Alternatively, the casting agent might videotape them and send them for review.
For smaller budgets, self tapes can be a practical alternative. Ask shortlisted talent to provide a self-tape from their camera or phone. This method allows you to see how they perform on camera and assess their suitability for the role. While self tapes can’t fully replace the experience of a live audition, they offer a useful compromise when resources are limited. Self tapes work particularly well for non-speaking roles or when an in-person audition is not feasible.
Understanding Talent Costs
Talent costs can vary significantly depending on the role and usage rights. Here’s a breakdown of typical costs for different types of content:
Online and Social Content
- Extra: $350-$500 per day
- Featured Extra: $800 – $2,500
- Lead Talent: $3,000 – $8,000
These rates are based on 12-month national usage in Australia only. Social media usage is usually a fixed term of paid promotion. It can be left in-feed in perpetuity upon successful negotiation. Depending on the category of the product being promoted, talent or agents may request rollovers, higher rates, or even prevent unprompted in-feed use. Clarify these details during the casting phase.
Commercials (VOD & TVC)
For VOD & TV commercials, talent costs are higher and are based on usage rates rather than perpetuity. The standard usage period is 12 months from the initial air date, and you must renew it for each consecutive year the commercial airs. Typical rates for commercial talent are as follows:
- Commercial Extra: $350-$500 per day
- Commercial Featured Extra: $1,000 – $3,000
- Low Cost Lead Talent: $3,000 – $5,000
- Mid-Rate Experienced Lead Actors: $5,000 – $10,000
- Professional Lead Actor: $10,000 – $20,000
- Celebrity Talent: $20,000 – $200,000
Rollover Fees
The industry standard rollover talent fee is 100% of the original fee. This applies to online, social, and commercial assets. Therefore, negotiate rollover and additional usage fees during casting to ensure all parties align with the investment requirements.
Sometimes, you may use unpaid talent such as extras, real people portraying themselves, or featured observers at events or stunts. Ensure you obtain a Performance Release from each of them. This legal document acknowledges that they will not receive payment for the use of their image or likeness in the produced content.
Conclusion
Factor in your talent costs early in your budget planning to ensure you cover all potential casting and usage rights. For more detailed information on including talent within your budget, get in touch with our team today!
FAQs
Q: How much does it cost to hire talent for a video production in Australia?
A: “Talent costs vary depending on the role, experience, and usage rights. As a general guide:
Online/Social Content: Extras $350–$500, Featured Extras $800–$2,500, Leads $3,000–$8,000.
TV Commercials (VOD & TVC): Extras $350–$500, Featured Extras $1,000–$3,000, Leads $3,000–$20,000+, Celebrity Talent $20,000–$200,000.
Always confirm whether fees include usage rights and rollover terms before production begins.”
Q: What are usage rights, and why are they important?
A: Usage rights define where, how, and for how long your content can be shown. They cover factors like media type (TV, social, online), duration (e.g., 12 months or perpetuity), and geography (regional, national, or global). Clear usage agreements prevent legal issues and unexpected costs later, especially if you plan to extend or repurpose the content.
Q: What is a rollover fee in talent contracts?
A: A rollover fee is paid when you renew or extend the usage period of your ad or video. The industry standard is 100% of the original talent fee for each additional 12-month term. Negotiating rollover rates during casting ensures you’re prepared for future campaigns without contract disputes.
Q: Should I use a casting agency or cast directly?
A: It depends on your budget and project scope. Casting agencies like Chicken and Chips typically charge $5,000–$10,000 ex GST for sourcing and managing lead talent and extras. If your budget doesn’t allow for a casting agent, production companies like ours can manage the casting process directly, sourcing, auditioning, and contracting talent in-house to streamline costs.
Q: What’s the cheapest way to find talent in Australia?
A: Posting your brief on casting marketplaces such as StarNow or The Right Fit is the most cost-effective option. These platforms let you connect directly with performers, often with no upfront posting fee. You’ll pay the talent’s day rate directly and can review submissions to find the best fit for your project.
Q: What’s the difference between a self-tape and an in-person audition?
A: A self-tape is a short video recorded by the actor at home, showing how they perform on camera. It’s ideal for smaller budgets or remote casting. In-person auditions, on the other hand, allow directors and producers to assess performance, chemistry, and presence more accurately. Self-tapes are practical for non-speaking or minor roles, while live auditions are best for lead or speaking talent.
Q: Can I use unpaid or real people as talent?
A: Yes, but you must obtain a Performance Release Form from each participant. This document legally grants permission to use their image or likeness in your content without payment. It’s common for documentaries, testimonials, or event footage featuring members of the public.
Q: How can Story Machine help with talent casting and budgeting?
A: We manage the entire casting process, from writing the brief and posting calls to handling auditions, negotiations, and contracts. Whether you’re working with a large or limited budget, we’ll source the right talent, manage compliance and performance releases, and ensure costs align with your overall production plan.
