Do You Really Need a Photography Agent? Here’s the Truth

Having an agent is the pinnacle of success. Some creatives believe that once you secure an agent, the big jobs will start rolling in, the contracts will be handled for you, and all you’ll need to ...

There’s a long-standing belief in the photography industry that having an agent is the pinnacle of success. Some creatives believe that once you secure an agent, the big jobs will start rolling in, the contracts will be handled for you, and all you’ll need to do is show up and press the shutter.

But is that true?

My Career With and Without a Photography Agent

I’ve had three photography agents in my career—none of them worked out. One fired me. I fired the other two. And I don’t regret it. Today, I want to break down:

• What photography agents do (or used to do)

• What they charge and how they make money off of you

• Why I don’t recommend getting an agent

• The few cases where an agent can be beneficial

• How to be your agent and take full control of your career

What Do Photography Agents Do?

Traditionally, agents hustled for their photographers. They pounded the pavement, built relationships with clients, and made sure your portfolio landed in front of the right people. They negotiated contracts, secured major ad campaigns, and handled the business side of things so that photographers could focus on creating.

That’s how it used to be.

Now? The industry has changed.

Most agents today are simply managing the work you’ve already brought in.

Think about that. They wait until you’ve built relationships until you’ve marketed yourself, until you’ve made yourself valuable, and then they swoop in, take a cut, and claim they’re "helping" you. Sound familiar? That’s exactly how record labels treat recording artists—signing them only after they’ve already built an audience on their own.

What Do Photography Agents Charge?

Photography agents used to charge around 10%. Then it crept up to 12%. Then 15%.

Today? Many agents demand 20-25% of your earnings.

That means if you land a $10,000 job, your agent takes $2,500 right off the top.

But that’s not where it stops. Agents double-dip. They often charge your client an additional fee—meaning they could be making $2,500 from you AND $2,500 from your client, pulling in $5,000 while doing very little.

And here’s where it gets even worse…

Shady Agent Tactics

• They hide the actual budget.
  Let’s say Samsung wants to hire you for a campaign with a $100,000 budget. Instead of telling you that, your agent might say,
  “Hey, the budget is tight, they can only offer $50,000. Do you want the job?”
  Now, you’re working for half, while they keep the other half.

• They control the contract.
  Many agencies structure contracts so that they—not you—are listed as the official vendor. That means you never even see the real numbers, and they can skim off the top without you knowing.

• They take the production fee.
  Did you know you can charge separate fees for photography, production, and editing? Well, your agent does. And they often take the production fee for themselves while leaving you with just the creative fee.

This is why I don’t recommend getting an agent.

When Does Having a Photography Agent Make Sense?

To be fair, there are a few situations where an agent be beneficial:

• If you hate negotiating and can’t stand handling contracts.

• If you’re working in high-end advertising where agents have exclusive client relationships, having a full-time agent is always the only option.

• If you want a buffer between you and the client to avoid difficult conversations. I’m a bit more aggressive and people are also completely the opposite of that. This is where having an industry voice can boost your position.
  
  But here’s the thing: I teach all of this inside VBA (Visual Business Academy) and it’s free. VBA is my way of empowering the community and lifting one creative entrepreneur at a time.

What VBA members are saying about the Discord Community

Why pay 25% of your income for something you can learn to do yourself?

VBA is a free community for photographers, videographers, and filmmakers where I teach business skills that will help you protect your money, negotiate like a pro, and avoid getting played by agents. It’s a safe space for creatives who want to grow their careers without middlemen.

How to Be Your Own Photography Agent

Want the benefits of an agent without paying the price? Do this:

1. Get a strong website.
   Instagram is not enough. If your business depends on a social media algorithm, you're in trouble. Your website should showcase high-resolution work, testimonials, and pricing strategies that convert.

2. Learn to negotiate.
   If you don’t know how to price your work or write contracts, clients will take advantage of you. My Step Pricing Course teaches photographers exactly how to price themselves at every level of their career.

3. Build relationships directly.
   Agents don’t get you work—you do. Invest in relationships. Meet clients. Show up. Follow up. Most photographers underestimate how much work comes from simple networking. Be social, just not on media.

4. Set your rates and enforce them.
   Never let someone else dictate what you’re worth. Charge for everything—consultations, pre-production, scouting, shooting, post-production. If an agent would charge 25% for "handling things," charge that yourself.

Final Thoughts: Should You Get an Agent?

If an agent approaches you, it means you're already valuable. You’re already landing jobs. So why give away 25% of your income when you could handle business yourself and keep all of it?

I built my photography career without an agent. I own my home, I paid off my college loans, and I continue to book high-level clients—all without an agent taking a cut.

You can do the same. And if you’re serious about learning the business side of photography, join VBA (Visual Business Academy) for free. It’s the community I wish I had when I was starting.

Protect your work.
Protect your income.
Learn how to be your agent.

Now go make some money.

Sincerely,

Walid