Catherine Balavage interviews Simon Dale from Casting Call Pro.

1) What was the idea behind the business?
We’d worked together in online recruitment for the film & tv industry for four years, working at The Production Base, a service for all those behind the camera (e.g. editors, camera operators, sound recordists, runners etc.), so we knew the industry. Chris’s sister was graduating from Mountview and was paying substantial subscriptions to a number of casting breakdown services. We realised that with our background and technical expertise this was an arena we could enter.
2) How did you make it a success
Crucially, we wanted to offer members more than a simple directory listing. With this in mind we built community elements in addition to the casting breakdowns – we wanted to bring the actors tools to help develop their career. Hence the directories of agencies, photographers, theatres, schools… and the community aspect to the site. Individuals, schools and companies are now using it to track and stay in touch with friends, alumni and old colleagues. We also offered a very different model to the other services out there in that we offer a completely free profile listing in the directory – which has helped us grow to our current size of 25,000+ members. We do have a premium subscription, but the profile listing is entirely free.
3) What mistakes do actors make?
Some have an inflated sense of their ‘right to perform’, perhaps down to ego, perhaps thinking that the mere fact of undergoing training entitles them to a lifetime of work. The harsh reality is that it’s a very competitive field whose daily currency is rejection. It’s hard to be seen for parts, harder still to be cast – that’s simple mathematics, there will always be a huge number of people up for the same part, many of whom will be talented. And so often (especially for commercials) it’s less about the depth of the acting talent and more about the surface look.
We hear about actors who breeze into an audition having done no preparation, no background research, not even having learned the lines they’ve been given. Sure, there will always be stories about people who stroll in, shoot from the hip and land the role. But you’re taking a huge risk if that’s your general modus operandi.
4) What advice can you give to actors?
Be proactive – don’t expect work to come to you. Try and find an agent if you don’t already have one. Network with people, attend industry events. Go to as many auditions as you can – it will help your technique and even if you’re not cast you are still in front of the casting directors. I have a friend who was up for a part two years ago – she didn’t get it, but the Casting Director contacted her eighteen months later with a role she thought she’d be perfect for. Difficult as it is, try and remain positive. Rejection day in day out is, inevitably, going to wear you down at some stage. Remember that you’ve chosen to enter an incredibly difficult profession, and that you might not be landing the roles may not be down to your acting talent. Keep the faith!
5) What advice can you give to other businesspeople?
Plan ahead. And plan ahead some more. Prepare your budget, make realistic forecasts. Bed yourself down for some lean times at the outset. We left well paid jobs to set up Casting Call Pro. We took huge risks and made personal sacrifices. We worked without salary and had to put in an awful lot of time and effort, not knowing if, further down the line, we would have a successful service (though of course we believed that we would, or we wouldn’t have taken the risks!). Look at the business holistically. As you grow, operating a business becomes so much more than running the core service that you set out with. You’ll need to learn about finances, PAYE, VAT, Corporation Tax… you’ll be interviewing and employing staff, running an office – all the while trying to run and expand your original business idea. For small companies (less than twenty employees) it probably won’t be feasible or necessary for you to hire HR staff or in-house accountants and lawyers – so you’ll be wearing many hats, office manager, bookkeeper, HR…
It’s likely that at some point in the first two years you will hit a low – financially or emotionally. You’re putting in all the work but not seeing the returns. These are absolutely pivotal times – most businesses fold within the first two years. If you retain your belief then you might turn the corner. We had to get different jobs to pay the bills, but we didn’t give up. And then we turned the corner and have never looked back.
6) What it the best thing an actor can do for their career?
Find an agent. Be proactive in trying to independently find and put themselves up for auditions (though do keep your agent informed). Train. See as much theatre, film and television as possible. Periodically reassess their career and drive – and, if necessary, give themselves a metaphoric shot in the arm to keep their spirits up. (Remember all the positives, your ambition, your passion – those things that first inspired you to get into acting.

7) What is the funniest casting you have ever had?
Among the strangest we’ve had are requests for actors to play pranks on bosses and ex-partners, as well as a over-zealous salesman who was offering an all-expenses-paid trip to Helsinki for anyone who was willing to impersonate his CEO at a client meeting the the real CEO couldn’t attend.
8 ) What do you thing of actor’s paying for casting director workshops?
It’s entirely up to the individual. Sessions with CDs seem to be on the increase. Research the company providing them, and the CD(s) themselves. What have they cast? These seminars and workshops can vary enormously – some being straightforward talks, panel discussions, Q&A, and even interactive sessions at which the actors perform a piece and receive feedback from the CDs. As with all these things (casting services included), ask friends and peers – what do others think of them?

9)  What is next for Casting Call Pro?
As ever, we’ll keep developing the service, building new features and adding new tools to try and help the actor and to better our service. Already we have expanded out from actors to create allied sites for dancers, stage crew, film crew etc. Watch this space!

Casting Call Pro is an excellent website for actors. Both of Frost Magazines editor are on it. To find out more and to join follow the link http://www.uk.castingcallpro.com/