As one of the major talent agencies in the U.S., Gersh represents a diverse array of artists, including actors, writers, directors, and producers, across various entertainment platforms. In 2023, an equity investment from Crestview Partners signaled a new era for the agency, beginning a global expansion plan.
Interview with Prensario, Roy Ashton, Partner at the Gersh Agency, commented on his perspective of the content market, his current searches and the upcoming trends.
‘In today’s dynamic content landscape, the international market plays an increasingly crucial role in driving growth opportunities for both content creators and talent agencies alike,’ Ashton began the talk with Prensario. Recognizing this, Gersh has strategically positioned itself to capitalize on the burgeoning opportunities offered by the global marketplace. With the exponential growth of streaming platforms internationally, the company aims to leverage these platforms to provide its clients with new and exciting opportunities beyond borders.
When it comes to project selection, Gersh maintains a keen eye for talent and creativity. While staying informed about prevailing market trends, the agency also actively supports its clients’ original ideas and endeavors, even if they deviate from conventional norms. ‘We are looking for great talents in all areas of the production phases. “We want to be in business with talent that can create and execute a very competitive level of film and TV,” Ashton noted. This commitment to nurturing talent and fostering innovation sets Gersh apart in an industry often driven by formulaic approaches.
Regarding current ups & downs in the industry, he specified that ‘navigating the content market is n’t without its challenges’. He assured that the industry is experiencing a downturn, necessitating a reevaluation of traditional strategies. ‘To succeed in this climate, we are advocated for premium projects that offer high-quality content at a lower cost. Co-productions, in particular, present an attractive avenue for mitigating financial risks while maintaining artistic integrity.
Looking ahead, Ashton thinks that future of content creation may see a ‘shift towards more direct-to-consumer engagement’. ‘While major conglomerates continue to dominate the landscape, technological advancements hold the promise of empowering content creators to engage directly with their audience. Platforms like YouTube have already paved the way, but as the economic viability of such models improves, direct-to-consumer engagement could revolutionize the industry, providing creators with unprecedented control and autonomy over their content.
In essence, Gersh Agency remains at the forefront of industry trends, poised to navigate the ever-evolving content landscape with innovation, resilience, and a steadfast commitment to its clients’ success.
