JA Toke - Representing Photographers & Film Directors

As far as I know I am the only “rep” in the state of Ohio. I’m often asked after I tell people what I do, if that is a real job. Yes, it is. LOL. In fact it’s a company I created after spending 15 years in the commercial advertising industry, first as a photographer myself, studio manager, public Relations specialist, marketing & communications director and finally a producer.

I love Cleveland. Get that out of the way, cause what comes next sounds a bit critical.

Throughout my career I worked with some of the best of the best creative talent in Cleveland. There are amazing companies here, and many clients. One thing I noticed was that some of the biggest companies brought in outside photographers, production companies and film directors. In all my years I just didn’t get it. Why would they do that? There is amazing people here they could work with, 30+ photography studios they could visit. Then I worked on a shoot as a line producer for a local client whose agency of record was from New York City. The production company was from Austin, and the photographer was from LA, and I met his rep. During this shoot everyone had their role and the most amazing part was watching the freedom the photographer had, the peace of mind the client had, and the efficiency the agency commanded.

Some of the photographers I worked with over the years had been represented by an agent, but they didn’t live here.

As a studio manager/producer my main role was to do everything for the productions except create the photographers, or film the shot. Sales, client negotiations, scheduling. This allowed for the creative to create which is what the client needs their attention on.

Honestly when I started this agency, I wanted to find a fulltime job, I had spent my whole career working with creatives, one at a time mind you. As I met with them it was clear that to shift the client interactions and industry interactions that created a buyers market here, I needed to step up and do something about it.

The other aspect of the Cleveland creative market is that because there are so many talented creatives, clients that choose to hire locally have many talented creatives to choose from. This created competition based on price not on talent. Clients were used to getting cheaper and cheaper photographs & videos. This creates a starving, anxious creative industry, where it was becoming harder and harder for them not to devalue themselves to get the job.

This is not good for all the companies, ad agencies, and the film industry. We have exported more good talent because the market devalued the investment and capitalized on their desperation.

We all know great content generates brand awareness, viewers, and what client care most about sales. Starving creatives don’t produce great content. Creatives that are valued that compete on talent not rates, and are giving the freedom to be those quirky artists, they make great content, that sells your service or products.

As a group all the creatives I represent share clients, they compete on talent in their specific niche’s in the photography and film industry’s.

I am the match maker, the gate keeper, the advocate that is the bridge between the creative and the client. We say no to more work than we say yes, because those clients that invest in the high level of talent in our agency get a 2-2.5% in quantitative return.  We made one non-profit 6 million dollars over a 3 year campaign. So it has to be a good fit.

We welcome the talent that is brought in, and in fact as an agency we have added talent from outside the region. The goal is to be a presence, to set a standard that breaths life and feeds not only the creatives in the agency but all of the creatives in Cleveland.

Also, if you know anyone that is interested in becoming a rep and starting their agency, send them my way, there are so many talented people and Ohio could use more reps.

Check out these amazing individuals, follow them on their social networks, and schedule a call to talk about your next visual project. All the best! - Julia

Nick Cavalier – Documentary Film Director

James Douglas – Portrait & Celebrity Photographer

David Joseph Architectural Photographer

Roger Mastroianni – Performance & Portrait Photographer

Barney Taxel – Food Photographer

Jurell Sison – Brand Film Director

Anukriti – Food Photographer

Sarah Sloboda – Kids Brand Photographer

Michael Patrick – Fitness Lifestyle Photographer

Devin Lynch – Lifestyle & Corporate Event Photographer