The Business Online: Commercial Agents

A panel discussion about the ins and outs of commercial representation, featuring top agents Alicia Ruskin (KMR), Stuart K. Robinson (BBR), Juliana Castro (CESD) and Mike Abrams (AKA). We’ll talk about the basics of getting a commercial agent, maintaining agent-client relationships, and the status of the current commercial landscape. Moderated by actor and SAG-AFTRA Foundation staff member Tamika Simpkins.

A native of Los Angeles, Alicia Ruskin traveled the world before settling back in LA and starting her career at the agency. As a theatre major she attended Brandeis University, The Sorbonne in Paris and on scholarship at the London Academy of Music and Dramatic Arts. Leaving acting behind, Alicia started as receptionist at what was then Joseph, Heldfond & Rix and was promoted to assistant and then agent in the commercial department within 18 months. In 1997 she received the title of Vice President, Commercial Division. She is the go-to person within the industry for contract and policy questions, and is often asked to lead workshops in the art of auditioning and the business of acting. In 2006, Alicia became a partner in the agency with owner Cindy Kazarian. Her current title is Senior Vice President and Partner with KMR President Mark Measures. She continues to be an active commercial agent while pursuing opportunities and growth for the agency as a whole. Alicia serves on the board of the Association of Talent Agents and is a long time member of the Television Academy.

Mike Abrams has been a commercial talent agent for over 24 years, which seems impossible for someone so young. Mike got his start in the mailroom at Abrams Artists (no relation, oddly enough) in 1996, becoming an agent there in 1997. In 1999, he and his partners Doug Ely and Pamela Porter opened AKA Talent Agency, where they happily have remained ever since. Mike was born in New York, raised in the Boston suburbs, and is a graduate of Washington University in St. Louis. He lives in Glendale with his wife, two teenagers, and two dogs. His hobbies include running and checking email.

Stuart K. Robinson is CEO/Partner of Brady, Brannon & Rich Talent as well as the management firm Bx2 Entertainment. Author of the popular book, “It All Begins With I”, he is a nationally known motivational speaker, and is widely regarded as one of Los Angeles’ top acting instructors. His inspirational work stretches beyond the entertainment industry, where he coaches and consults with corporations, organizations and individuals of all walks of life. His “Truth to Power Inclusion Solutions” program has become a mainstay of numerous companies in an effort to better understand and conquer implicit biases regarding race, gender, and more. Stuart has supplied voices for over 300 film/animated projects and has appeared in countless television commercials, most notably in a three-year stint as Fruit of the Loom’s Purple Grapes. In addition to appearing in films, Broadway, Off- Broadway and regional theater productions, he has directed, written/composed many musical theater and solo show productions.

Juliana Castro is an agent at CESD Talent Agency in the On Camera department where she has worked for the last seven years. Starting as an assistant and working her way up through the On Camera Department. Her sharp eye for talent, sense of humor, and impeccable taste have made her one of the top commercial agents in Los Angeles. She’s also evolved her role as agent into a Digital/ On Camera Agent within the changing world of advertising. Juliana is a graduate of Syracuse University, spending her off time attending comedy clubs and showcases, searching for the next FLO!

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