The Commercial Audition Hustle

The SAG-AFTRA Commercials Organizing Department leapt into 2019 by hosting a casting director panel in collaboration with the L.A. NextGen Performers Subcommittee at SAG-AFTRA Plaza on Jan. 29. Moderated by two SAG-AFTRA L.A. Local Board members — Commercial Performers Committee Chair Katie Von Till and NextGen Performers Subcommittee chair Ben Whitehair — the panel featured two veteran casting directors, Vicki Goggin and Arlene Shuster. In a lively discussion, panelists covered a variety of topics, such as audition preparation, training, social media, the casting process and the benefits of hiring union talent.

On auditions, Goggin and Shuster explained that there is no excuse for actors to be ill prepared, especially with the resources available to them in 2019. They shared that commercials classes and improv training are crucial tools for commercials actors. The panelists noted that professionalism and kindness go a long way, and are often what set an actor apart. 

Additionally, Goggin and Shuster repeatedly extolled the benefits of authenticity — in the audition room, on set and in your marketing materials. In the casting process, they often receive thousands of submissions, and having a headshot that stands out as a thumbnail is imperative. They explained that the best headshots are not just about capturing what you physically look like, but your energy as well. Wear something that stands out and frames your face well, without being so distracting that the headshot becomes about the wardrobe and not you.

The casting directors shared how similar their jobs are to actors’: constantly hustling for their next job, building relationships and rarely knowing where their next gig will come from. The panelists further explained the myriad aspects of their work beyond just holding casting sessions, including communicating with ad agencies, working with directors and the significant time that goes into scheduling, often on extremely tight deadlines.

Social media proved to be a hot topic in the final Q&A. The panelists felt strongly that skill, fit for the role and attitude are still the most important factors in getting hired, but that social media following can indeed play a role, although they did note that the trend of looking for influencers has diminished a bit in the past couple years. 

Goggin and Shuster ended by stating how much they appreciate union talent, and encouraged each and every actor to stick together, fight for their worth and to remember that we are all stronger together.

Photo: Panelists and moderators enjoy a laugh while comparing their differing perspectives on auditioning at the casting director panel on Jan. 29.