Casting the right talent for your production can make or break your project. With your script ready, you should now focus on finding the perfect actors. This detailed guide helps you navigate the casting process and understand the costs involved in 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 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, Story Machine can cast talent directly. We have the expertise and resources to find the right talent for your project without an external agency.
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 – $6,000
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!
