Model agency

from Wikipedia, the free encyclopedia

A modeling agency provides a service between models and their clients (eg. As photographers , advertising agencies , publishers , fashion designer ), with so-called Model scouts try to discover new models and Booker serve customers inquiries and coordinate appointments with the models, and some employees u. a. are responsible for advertising , public relations and contracts for the models.


Model agencies usually work with freelance models and are entitled to commission after a contract has been concluded for the care of a model , provided that the placement was successful.

In the case of exclusive representation (by mutual agreement) between the agency and the model, the assumption is that higher prices can be achieved through exclusivity. An exclusive representation of models is not permitted by law in Germany.

Commissions of more than 18 percent are also legally inadmissible in Germany, as Section 2 (2) of the Broker Compensation Ordinance sets a corresponding upper limit. According to Section 301 of the Third Book of the Social Code - Employment Promotion , it is forbidden by law to commission more than 18% commission for the placement of artists in an employment relationship (for placement in an employment relationship of up to seven days) or 14% (for placement with a duration of of more than twelve months) including the applicable sales tax. This also applies if, according to the law, an intermediary cooperates with another in mediation. Many model agencies extend the agency commission with an administration fee in order to exceed the legal maximum limit of the agency commission.

A classic modeling agency builds its protégé and offers the young model the opportunity to develop. For the development of a newcomer model (" New Face ") no money is required or the expenses are pre-financed. Investments made here are in successful future negotiations on the model of charge billed. The problem that arises from this is that there are very many dubious agencies that make promises to young newcomers that cannot be kept. The models are contractually obliged to pre-finance, for example, sedcard images or administration fees; however, mediation only takes place in very few cases.

Types of agencies

Basically, one can differentiate between two types of model agency:

Model agency or "beauty agency"
These classic agencies provide models who, in the broadest sense, correspond to the ideal of beauty of the respective time.
Character or people agency
These agencies refer people who stand out against the common ideal of beauty because of their appearance and thus represent certain groups ("ugly models", tattoo models, etc.).


In Germany, a number of agencies have organized themselves into the industry association VELMA . Other large agencies are based in Berlin, Munich, Düsseldorf and Hamburg. Agencies in Vienna and Zurich also have German models under contract, as do large international agencies.

Web links

Commons : Model agency  - collection of pictures, videos and audio files

Individual evidence

  1. Section 301 of the Third Book of the Social Code - Employment Promotion - Article 1 of the Act of March 24, 1997 ( Federal Law Gazette I p. 594, 595 ), last amended by Article 3 of the Act of March 23, 2002 ( Federal Law Gazette I p. 1130 ) has been changed, decreed by the Federal Ministry of Labor and Social Affairs