Casting your child in TV commercials can be an exciting and potentially rewarding experience. However, it’s essential to understand the casting process, the industry’s demands, and the pros and cons before taking the plunge.
Here’s a guide to help parents navigate this journey:
The casting process
When it comes to casting children in TV commercials (TVCs) in Malaysia, it’s essential for parents to understand that the different agencies involved in the casting process tend to have overlapping roles. While these terms are often used interchangeably, they play distinct roles in the entertainment industry, especially in the casting process.
A talent agency represents actors, models, and other performers, including children, by promoting their talents to potential employers. Talent agencies manage the careers of their clients by securing auditions, negotiating contracts, and offering professional guidance. When it comes to casting children in TVCs, a talent agency will typically submit the profiles of their young talents to casting calls that fit the child’s age, appearance, and abilities. They usually serve as the primary point of contact between the talent and the production companies looking for specific child performers.
On the other hand, a casting director is hired by production companies, advertising agencies, or directors to find the right talent for specific roles in TVCs or other productions. Casting directors handle the entire audition process, including advertising casting calls, shortlisting candidates, and conducting auditions. They are responsible for ensuring that the chosen talent aligns perfectly with the creative vision and requirements of the project. While casting directors may not represent talents directly, they work closely with talent agencies to source suitable candidates.
What to expect
The casting process for children in TVCs in Malaysia typically begins with registering the child at one or more talent or casting agencies to create their profile. These agencies then submit the child’s profile to casting directors, production houses, or clients based on specific job requirements. If selected, the child attends auditions conducted by a casting director or manager to fit a role.
Once chosen by the client or director, the child participates in the shoot and is paid according to the agreed terms. While casting is often required for TV, digital commercials, or films, some smaller roles may only require photos, or comp cards. For print or magazine work, photos and comp cards may suffice, but casting might still be necessary depending on the job.
Key points to consider
Representation vs. Selection: Talent agencies represent the child and seek opportunities on their behalf, while casting directors select talents for specific roles in productions.
Client Relationship: A talent agency works directly for the talent, representing their interests, while a casting director works for the production company or client looking to cast roles.
Role in the Casting Process: Talent agencies submit potential candidates for auditions, whereas casting directors conduct the auditions and make recommendations to the client for the final selection of the talent for a TVC.
In Malaysia, companies in the industry tend to have overlapping roles. For example, a talent agency may also be involved in the casting process, while some talent agencies only represent talents. Hence, it is important to understand the scope of any particular company one engages with.
Insights from local industry players
Misi Nike Yap from Misi Talents Casting Agency who has been in the industry since 2009, says that talent agencies would typically ask for pictures and videos of prospective talent candidates covering shots of them with various expressions (such as happy, sad, angry and surprised). This could also include introduction videos where the talent introduces their name, height, age and hobbies. Certain agencies may help talents with the videos or request for the talents to provide them. When asked about some criteria for child talents to be considered by agencies, he says, “The child needs to be able to maintain focus and understand what the casting director needs them to act out.”
According to Danny Sashideran of Swag Studio, who mainly deals with casting, he says, “For the purpose of casting, we shortlist the suitable talent profiles for the specific job requirements and we get them into our studio for auditions. Auditions are typically based on scripts, storyboards and roles as per the director’s requirements and purpose of filming for different platforms, such as social media, televisions commercials or even films (local and foreign).” During the audition process, it is also customary for photos and videos to be taken, and the team will help the talents hone their abilities for the particular role they are being cast for.
Danny, who has been in the industry since 2005, adds, “In terms of kids, patience and the ability to provide the right tools and situations for them to react or act to, and for us to get the expressions and acting required, are imperative. From here, we will propose the right people for the right roles and also try to provide the right feedback, according to each talent from the auditions.”
How to get started
Identify Reputable Agencies: Start by researching reputable talent or casting agencies in Malaysia. Agencies often have connections with production companies and can notify you of upcoming auditions.
Here is a list of several talent/casting agencies to get you started:
| Misi Talents Casting Agency Address: 16-2, Jalan Pju 3/38a Sunway Damansara Technology Park Petaling Jaya, 47810 Selangor, Selangor. Tel: 019-932 3149 View their IG profile here. | DeMo-i Management Address: B-19-13 Tower B, Atria SOFO Suites, Atria Shopping Gallery, Damansara Utama, 47820 Petaling Jaya, Selangor. Tel: 012-760 2082/ 03-77332082 View their website here. | Swag Studio Address: S-27-11, Menara YNH Kiara 163, Jalan Kiara, Mont Kiara, 50480 Kuala Lumpur. Tel: 03-27000721 / 03-27000720 View their website here. |
Build a Portfolio: A good portfolio is crucial. Include professional photos of your child, highlighting different expressions and poses. A short video showcasing their ability to follow directions or perform simple tasks can also be helpful. Certain talent agencies may help you build this portfolio.
Create a Resume: Even for children, a resume that lists past work (if any), skills, hobbies, and special talents (e.g. singing, dancing, or speaking different languages) is essential.
Be Prepared for Rejection and Be Flexible: The audition process can be competitive, and not every attempt will be successful. Teach your child that rejection is a part of the industry and not to take it personally. Auditions may come up at short notice, so a flexible schedule is necessary.
Support and Encouragement: Your role is to support your child emotionally and ensure they enjoy the process. Avoid putting unnecessary pressure on them.
Be Informed About Contracts: Before signing any contract, thoroughly read and understand the terms. Ensure it includes details like payment, working hours, and usage rights of the commercial.
According to Misi Nike, in the case of child talents, the role of parents is crucial. “A guardian must be present during casting and when the actual job is taking place. Additionally, confidentiality of the shooting must be strictly adhered to until the commercial is released for public consumption.”
Possible pitfalls to consider
As with every industry, there are certain negative implications to be considered, especially when it involves children who may not have the mental maturity to decide for themselves. The process can be demanding, with long hours of auditions, rehearsals, and shoots. The industry can also be competitive, and the pressure to succeed may take a toll on a child’s mental and emotional well-being. There is no guarantee of success, and the unpredictability of the industry can be challenging to navigate.
In some cases, a child’s schooling could be impacted too. Balancing schoolwork with a career in acting can be challenging, especially if shoots take place during school hours. The time commitment required for casting and filming can interfere with a child’s education.
There is also the question of the reputability of some agencies, with some families unwittingly finding themselves the targets of scams. Shan Szetho, Partner, Director and Producer at Stories Lifestyle, whose children are talents themselves, shares her perspective as a parent on some cautionary signs to look out for.
“One red flag is when agencies ask you to give a payment fee to join the agency or become a member, as this is not the usual practice. Another red flag is when agencies do not want to disclose the job payment amount.“
Shan stresses the need for parents to research talent agencies beforehand by checking an agency’s Google reviews and making sure those reviews are recent, and calling or emailing the agencies to confirm the legitimacy of their contact details. She adds that agencies that have been vetted or recommended by other parents would usually be a safer benchmark.
The question of consent
It is important to remember that children may not fully understand or consent to the demands of acting in commercials. They might comply to please their parents or guardians, leading to resentment or discomfort as they grow older and begin to understand their involvement more deeply. Additionally, the entertainment industry can sometimes prioritise profit over the well-being of child actors. Without proper safeguards, children may be overworked or placed in inappropriate situations, leading to potential exploitation and burnout.
Being in the spotlight at a young age can also create unrealistic expectations for the child. They might start associating their self-worth with external validation, leading to difficulties in dealing with failure or a lack of attention as they grow older.
“Parents should not force their kids to do anything on set that they are not comfortable with,” shares Shan. “If the poses are too mature or clothes are too revealing, for example, or if a baby is asked to do something like cry non-stop in many scenes, it is okay to talk to the production to see what can be worked around it. From experience, I have even seen a mother who gave actors permission to pinch their babies to force them to cry on set! Safeguarding your children’s wellbeing and mental health on a set should be the number one priority for parents who choose this line.“
On a positive note
Casting your child in TV commercials in Malaysia can be a fulfilling experience, offering financial rewards and valuable life skills. According to local talent agencies, the rates can range from RM100, up to well into the five-figure range. Working in the industry can also help children develop confidence, communication skills, and adaptability, offering them valuable opportunities to meet professionals, if they wish to pursue a long-term career in entertainment.
However, parents must approach the process with a clear understanding of the industry’s demands and challenges. By working with reputable agencies, staying informed, and prioritising your child’s mental health, safety and well-being, you can help your child navigate this world more effectively.
Before making any decisions, it’s crucial to have open discussions with your child about their interest and comfort in pursuing this path. Ultimately, their happiness and development should remain at the forefront of any decision you make.
By Desiree Kaur
Desiree Kaur was in PR for over 8-years until she found her true calling in the education line. After her son was diagnosed with autism, she decided to pursue her Masters in Special Education. She enjoys writing and advocates inclusion for children of all abilities in every little way possible.
