The four top agencies that I mentioned in the previous post, Bloc, Clear Talent Group, DDO Artist Agency, and McDonald/Selznick Associates, all suffer from vast internal communication inefficiencies. These agencies are stuck in a paper and telephone age and have failed to convert to the digital age and truly take advantage of all it has to offer.
Here are some common problems that dance agencies face:
-Internally, the work environment is severely noisy, there is a large inability to share updated information so everyone is aware of significant changes, there is endless backlogged paper work, and a degree of computer and technological incompetency.
-These internal problems relate to issues that aggrevate agent-client relations, and become serious external communication worries. The two main external results are that there is outdated client information, which makes it seems as though agents don't listen to their clients, which makes it seem like the agents aren't fully invested in the client's career. Also, there is too much reliance on the phone, which is simply unnecessary with all the present day technological tools. Because the agents spend all day on the phone in order to get automated feedback from their clients, they are then less available for important and personal issues that the clients need to fully discuss. Here's a cute little cartoon I found that relates to over-usage of the telephone for unnecessary topics:
Here are some solutions I propose:
-A multifunctional company server that incorporates many technologies. First, it would offer a client server portion of the agency's website where clients can provide automated feedback to straight forward questions such as confirming attendance at a particular audition or being booked in or out for a certain time frame. Secondly, the server would host a client database that is constantly updated and checked over to ensure all client details are understood by the employees. Thirdly, the server would offer the usage of a DDO-only email and IM/chat system, similar to MSN mail and messenger. Here's a quick image that displays how the client server would facilitate more productive internal communication.
-Proper usage and adoption of the central server will require intense staff development, which will result in more professional and savvy employees.
-Finally, intense team building that facilitates open and friendly communication between all departments of an agency would benefit the agency. To encourage this team building, depending on the agencies, the office space should be reconfigured.
Overall, these agencies need to update their current systems to be more connected with the digital world. This will not only benefit them, but by using a technology based system, their clients will then also need to be able to effectively communicate with new technology instead of just the telephone. Agents should show a greater concern for coming off as educated and professional, which will enable them to create strong synergy between various company departments and locations, all with the use of technology.
The dance industry is evolving. It is now relevant to more media forms than just theater, television, and cinema. One example of how dance is expanding into more technology intensive industries is recording artist Ciara's music video that offers interactive marketplace buying options related to the dance industry. I will further address this made-for-the-internet video in my next post.
The dance industry's agents should reflect this change in relevance to media forms by updating their technology to keep up with the times.
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