The artistic and entertainment market has been highlighted as one of the most promising for the coming years. Even in the face of the challenges posed by the global health crisis, the sector proved to be resilient and earned more than 100 billion reais in 2021, driven by the increased consumption of audiovisual content on screens, such as TVs, computers and cell phones
The consolidation of this market was driven by the internet boom and the growing demand for updating audiovisual content, entertainment and artistic creation. One of the main catalysts for this growth was the streaming service, which gained popularity by offering movies, series and documentaries directly to viewers.
Rogério Campaneli, director of the renowned Agência Base, points out that the increase in content consumption on social networks has also boosted investments by platforms, broadcasters and brands in actors, models and content creators for advertising, cinema, TV and campaigns.
During the pandemic, artistic representation companies faced great challenges, but those that stood out for their innovation, seriousness and creativity reaped good results. This is the case of Agência Base, which has been operating in the artistic market for 8 years, representing and managing the careers of talented actors, models and creators of digital content.
Campaneli emphasizes that the secret to success was maintaining transparency, carefully directing the artists’ careers and persisting even in adverse moments. He highlights the importance of having an excellent team, many of which have been with the agency since the beginning, providing the best possible professional follow-up, in a humanized and personalized way.
In addition, the Base Agency invested in artistic promotion projects, seeking to improve the agency cast and guarantee the quality of its talents for the contractors. Through partnerships with cast producers, fashion representatives and actor preparation courses, training for models, training content creators, fashion shows and editorials, the agency seeks to offer a complete platform for the development of artists.
Taking into account the accelerated growth of the artistic and entertainment market in recent years, what are the most impactful trends that you identify and believe will shape the future of the sector in Brazil? And how is the Base Agency preparing to keep up with these changes and take advantage of the opportunities that arise?
First, we must consider that the internet and digital media are our reality. Working with them well and using them in innovative ways is what will shape the future of brands and artists. Occupying this space with quality content, quality productions and quality people is what will guarantee the differential and the opening of opportunities. The Base agency was consolidated before this boom, and for us that is great. With the change in the market scenario, we adapted to new media, now streaming, the internet, content production, digital advertising, with the same quality that we deliver in fashion and television.
You mention the importance of innovation and creativity in the entertainment business. How does Agência Base encourage innovation and creativity among the artists and content creators it represents? What are the strategies adopted by the agency to ensure that its talents stand out and offer unique and captivating proposals in the current market?
Innovation and creativity are the rules at Agência Base. Our cast and crew live this reality every day. We embrace all projects that are creative, coherent, innovative and well-crafted. We give voice to our team and our agency artists. This close contact happens with a lot of freedom, it is a listening space and a culture that we create: everyone can and should express themselves, and a good idea is executed.
We direct an exclusive team to develop the good ideas that come to us, with schedule, with dedication and all the attention that should be given. Another focus is finding the right partner for each initiative: we present the projects to companies, institutions and brands that have an affinity with the project and make it happen.
What are the biggest challenges currently faced by the artistic and entertainment market, and how does Agência Base seek to overcome them?
On the part of the artist’s preparation, the challenge is qualification, repertoire, artistic diversity, which we seek to face with projects, courses, direction, consulting, mentoring and connection between market professionals and artists in development. On the part of the market, we see a very good growth in this search for quality of cast, but there are still bureaucratic barriers, such as the excess of materials required for the tests, which mostly take place online, requires technical detail to be validated in order to choose from In fact, the hired cast, we overcome this challenge with an excellent, excellent and experienced team, which conducts this entire process together with the actor/model/influencer and delivers it in a timely manner to the contractor/requester.
How did Agência Base position itself in the face of the challenges faced by artistic representation companies during the pandemic?
The positioning was irreducible: we would maintain our work with the cast, we would continue representing and guiding our artists and in an even more intense and close dialogue with the brands. We knew that entertainment and art would be fundamental to ensure that society would overcome this challenging moment, and we positioned ourselves as a safe environment for our cast, safe to dialogue and think about paths for their careers, safe to continue creating and delivering the best to each contractor. No sooner said than done. We work every day of the pandemic, much of it at home office but with the same quality as in-person work.
What were the secrets of Agência Base to maintain transparency, career direction and excellence in representing artists?
I believe that the secret is the ethics and values that we brought as the base of the Base. As an entrepreneur, I’ve always had the view that dishonesty doesn’t get anyone anywhere, and we make a point of exercising sincerity, humanity, closeness and intense dialogue, this is the recipe for excellent work. We all make mistakes, but when there is a focus on honesty, everything is quickly resolved. Not to mention that an honest trajectory is the best way to guarantee solidity and longevity to a company.
Could you tell us more about Agência Base’s pioneering project, Base Conecta, and how it benefits the agency’s artists?
Base Conecta was born with the aim of not only waiting for the cast producers to request qualified actors, but qualifying and inviting these producers to an unforgettable event. We started with the selection of actors, we have a lot of talent in the agency, but we wanted to restrict it to 20 participants, to divide it into 10 pairs that present scenes scripted and directed by our artistic team. We have telenovela preparer and director Alexandre Klemperer, a professional we greatly admire and are honored to have on the project. He was responsible for directing our actors and preparing the best material for the presentation. The scene was recorded (we focus on the audiovisual market) but it was also shown at the Unibes Cultural theater, our partner in artistic promotion projects. Guest casting producers were Monica Teixeira, Record casting producer, Virginia Favrin, film producer, Alê Tosi, streaming and cinema producer, and Liliane Di Giorgio, SBT casting producer. As a result, many of the actors who performed were hired and are already working in important productions.
What are the main trends or directions you see for artwork in the coming years?
The internet is a trend and a reality. Streaming is here to stay and has ensured an increase in the consumption of movies and series, in addition to greater diversity. Today the audience is even faster, much more content is consumed, whether on large screens or on cell phones and mobile devices. For the coming years we will see the importance of the multidisciplinary artist. The actor who writes, the actor who directs, the actor who knows about lighting and production. On set, this flexibility is fundamental, both to exercise it if necessary and to understand the importance of the team, valuing each piece of this beautiful movement that is audiovisual production. As a result of this movement, the studious actor, curious and dedicated has more opportunities, and Base is the home for this artist who wants to evolve, our projects encourage this broad view.
Rogério, how would you describe the experience and ethics that the Base agency has developed over its more than 25 years in the market?
I describe it as a legacy. We never wanted to be more of the same, I never intended to be just another agency in São Paulo. My relationship with the market is based on the posture of someone who wants to be with them in 10, 20, 30 years… That’s why ethics, respect, care and excellence. Those who aren’t excellent lose their position, and Base came to be number one, the reference when talking about the artistic market.
What were the selection criteria used to form the select group of agency actors who participated in Base Conecta?
Base is very dedicated to artists, we breathe that, we live it daily in the search to deliver the best to each one of those who show that they are in synergy with our values. Most of the actors who were at Base Conecta have been with us for many years, some from the beginning; others stood out in less time, with a lot of effort and a lot of talent, we even believe that the two things must go together: talent requires effort and dedication.
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