In this episode of Ask the Agents, CEO Chelsea Bonner takes a no-holds-barred look at the New South Wales government’s recent budget announcement to build new film studios and why it's completely missing the mark!
If you’re an Australian creative, filmmaker, actor, or industry ally, you can’t afford to miss this deep dive into the real issues plaguing our film and television sector.
Apologies in advance for the rant, but it needed to be said!
Listen in and if you agree, please send this episode directly to NSW Arts Minister John Graham
Instagram @jgnswmlc
or email : shadowarts@parliament.nsw.gov.au
Let’s make sure the people in charge are actually listening to the people in the industry!!!
+ Why studio infrastructure without production funding is putting the cart before the horse
+ The contraction in film and TV production across Australia and what the data really says
+ Global ripple effects from Hollywood to Sydney — and what it means for local creatives
+ Why AI and digital content are replacing traditional acting jobs faster than expected
+ How funding should pivot to legislation, regulation, and actual production support
+ The urgent need to reskill creatives for the digital economy
+ What her agency is doing to future-proof talent, from in-house productions to live performance investment
Spotlights:
+ The surge in online video spend vs traditional broadcast
+ The hard truth about AI voice and avatar tech replacing actors
+ The growing dominance of YouTube, TikTok and short-form digital ads
+ The value of live theatre as a rare space AI can’t yet replace
= If you're clinging to the past, this is your wake-up call. And if you're ready to pivot, this is your playbook.
XX cb
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In this episode of Ask the Agents, Chelsea Bonner breaksdown her Top 10 Content Creation Essentials every digital creator needs to knowin 2025. Whether you're just starting out or levelling up your personal brand, these are the no-BS, real-world strategies that talent managers are talking about everyday.
We breakdown:
+ The latest platform algorithm updates from Meta, YouTube,and TikTok
+ Why consistencybeats perfection (and how to post with a purpose)
+ How niche clarity fuels loyal communities
+ The secret power of audience engagement (comments >likes!)
+ Production basics that still matter – even for TikTok
+ Why authenticity outperforms polish
+ How to edit smarter, not harder (shoutout to CapCut)
+ Cross-promotion hacks using collabs, stitches, and duets
+ The professionalism checklist brands want to see in yourmedia kit
+ The burnout warning signs and why creative rest is key tolongevity
+ Chelsea also dives into:
+ How to use analytics to grow faster and pitch better
+ Strategic posting times based on YOUR audience
+ BONUS tips for mastering Instagram Reels, Stories, Carousels,YouTube Shorts, and TikTok daily content
If you're building a personal brand, pitching to brands,or just trying to cut through the noise, this episode is your essential cheatsheet.
content creation tips 2025, how to grow on Instagram 2025, TikTokgrowth strategy 2025, content calendar for creators, Instagram reels vscarousels, YouTube Shorts algorithm, how to get brand deals, what brands lookfor in influencers, media kit template for creators, engagement vs likes, contentcreation burnout tips, authentic content strategy, personal brand building tips,best time to post on TikTok, how to grow as a micro influencer, Ask the Agentspodcast, Chelsea Bonner, content tips, top creator tips from an agent, how tohook your audience, social media algorithm updates 2025
In this episode of Ask the Agents, Chelsea Bonner CEO sits down with Jessica Gilbert, Director of ICON Management Melbourne, to unpack what makes a great modelling portfolio and why it’s more crucial than ever in the age of AI.
Whether you're a working Australian model, a freelancer, or just starting out, this episode breaks down the strategy behind test shoots, the science of a folio that books, and how to future proof your career from the rise of AI-generated talent.
We cover:
+ Why a modelling folio is more than just “good shots”
+ How to structure your folio like a fashion magazine
+ What test shoots do for momentum and bookings
+ Choosing the right photographers, stylists & creatives
+ How to align your images with the brands you want to work with
+ The impact of AI on the fashion industry and what real models must do to stay competitive
+How digital presence and social engagement build longevity
Topics
00:00 Intro to Jessica Gilbert & her experience
02:10 What a portfolio really is — your visual résumé
04:20 Why test shoots matter & how they restart momentum
07:00 “Newness makes noise” – how freshness resets your image
09:10 Why your folio needs to tell a story (not just random great shots)
12:00 Personality in commercial modelling – what Aussie clients want
15:30 Choosing the right photographer – strategy vs cost-cutting
18:40 The value of pro stylists & makeup artists
22:10 How your personal style may block your bookings
26:00 Listening to your agent: why it’s critical
29:40 Folio strategy by career type (fashion, beauty, commercial)
32:10 AI in the modelling industry — what's coming
35:20 Why your digital presence now defines you
38:00 Building “digital celebrity” for staying power
40:00 Final advice — testing with intention, not clutterwww.iconmanagement.com.au
Insta: @iconmanagement
Tik Tok @weareicon
modelling portfolio strategy, how to become a model, test shoots for models, building a model folio, commercial modelling Australia, AI and modelling industry, digital presence for models, how to get signed as a model, ICON Management, podcast, modelling tips
With the rapid rise of generative AI, traditional modelling and acting jobs are evolving fast. In this special episode of Ask the Agents, Chelsea Bonner, CEO of ICON Management, speaks directly to working and aspiring models and actors about how to stay relevant and protect their careers in the digital age.
You’ll learn why building a strong personal brand on social media is your best defence against generative AI and how your unique personality is your greatest asset. In a world where AI can replicate looks but not lived experience, your authenticity, voice, and presence are what set you apart and keep you visible in a rapidly changing industry.
Whether you’re just starting out or already established, this episode gives you a clear plan to stay ahead, attract casting agents, and get noticed without waiting to be discovered.
We break down:
*What AI is already replacing in the modelling and entertainment industries
* Why your digital presence is now your job security
*How social media helps actors get cast and models land campaigns
*The truth about Instagram for actors and why social proof beats a headshot
*A weekly posting plan made specifically for talent
*Reels, carousels, stories, and content ideas that connect with your audience
* Real examples of Australian talent doing it right
Whether you're a model, actor, or performer wanting to market yourself effectively, this episode will give you the confidence and tools to future-proof your creative career.
Episode timestamps:
00:00 – Why this episode is critical right now
01:40 – What AI is already replacing in the industry
03:35 – Why your digital presence is now your insurance
06:00 – What clients look for on Instagram and social media
O7:45 – Why social proof is more powerful than just a headshot
09:05 – It’s about documenting your career not being an influencer
10:40 – What industry decision-makers want to see from your content
13:15 – Why now is the time to start – not when you’re already famous
16:30 – The Jacob Elordi effect: how social presence supports casting
19:20 – Examples of Aussie talent using social media brilliantly for visibility
21:40 – A simple 7-post-per-week plan for actors and models
25:00 – The power of behind-the-scenes content
27:40 – Content ideas that build trust, connection, and curiosity
31:00 – How to use reels, carousels, and stories effectively
33:20 – Tools, captions, and engagement tips
36:00 – Final pep talk: Don’t wait to be discovered, create your career
Resources mentioned in this episode:
Personal Branding Strategy for Social Media by Dot Lung(Domestika)
https://www.domestika.org/en/courses/search/personal%20branding?utm
Certified Professional in Personal Branding for Models(LCFT)
https://www.lcft.org.uk/Home/CourseDetail?courseId=245603&utm
Social Media for Actors: Complete Guide (AllCasting)
https://allcasting.com/academy/social-media-for-actors-complete-guide
Personal Branding Course (Social Media College)
https://www.socialmediacollege.com/training-library/personal-branding
Marketing Yourself: A Guide for Actors (Backstage)https://www.backstage.com/magazine/article/build-digital-brand-actor-4285/
Feel free to DM or email us with requests for future episodes!
www.iconmanagement.com.au
@iconmanagement
@weareicon
AI and acting careers, generative AI in modelling, social media for actors, personal branding for creatives, future-proofing creative careers, building a digital presence, Instagram tips for actors and models, visibility for performers, how to stay booked as a model, actors using social media, digital strategy for talent, behind-the-scenes content tips, creative career advice 2025, AI-proof your career, content planning for performers
The fashion and entertainment industry is changing fast andif you're a working model, photographer, makeup artist, stylist, or creative, you're probably already feeling it.
In this episode of Ask The Agents, we breakdown why jobs are drying up, how AI is disrupting campaigns, and what you can do to stay competitive in 2025 and beyond.
We share real data, career-saving strategies, and advicefrom inside one of Australia’s top talent agencies. Whether you’re a freelance model, performer, content creator or part of a production crew this is your survival guide for staying booked, relevant, and creatively fulfilled.
CEO Chelsea Bonner and Group Director Katherine Taylor dive into the reality of the performing and creative arts industry in 2025. From AI’s impact on modelling and content creation to rising insolvencies and tariffs across fashion and media.
Who this episode is for:
Working models, photographers, makeup artists, producers, stylists, art directors, actors, digital creators, casting agents, and anyone in the creative industries trying to navigate the new landscape.
Episode Highlights:
* Why fashion, beauty & e-commerce jobs are vanishing
* How AI has replaced entry-level creatives & cataloguemodels
* What real Australian brands are cutting and what they’restill paying for
* Insider advice for models, photographers, stylists, andproducers
* What clients look for in a saturated, shrinking market
* How to use social media and digital content to rebuild yourbooking power
* What “being competitive” really means in today’s climate
* The rise of creator-led advertising and how to pivot yourskills
* New income streams for photographers and creatives (print sales, Patreon, workshops)
* Real talk on burnout, allyship, and how to stay focused.
Resources:
Vogue Business
https://www.voguebusiness.com/story/fashion/how-australias-economic-slump-is-impacting-fashion
News.com
https://www.news.com.au/finance/business/retail/industry-is-on-its-knees-is-this-the-end-of-australian-fashion/news-story/59dce0e6a793cc7ee51571ea02136d23
Ragtrader
https://www.ragtrader.com.au/news/inside-the-decline-of-australia-s-fashion-wholesale-market
Australian Financial Review
https://www.afr.com/life-and-luxury/fashion-and-style/fashion-industry-eyes-local-production-to-fight-temu-tariffs-squeeze-20250505-p5lwkl
SBS News
https://www.sbs.com.au/news/the-feed/article/its-been-a-bad-year-for-retail-is-the-aussie-mall-dead/lw2r9p3xr
ABC News
https://www.abc.net.au/news/2025-02-01/the-demise-of-mid-range-fashion-rivers-millers/104876424
fashion industry 2025, AI in fashion photography, how tosurvive as a model in 2025, creative careers in crisis, future of modelling, AI replacing photographers, freelance artist strategies, creator economy tips, why fashion jobs are disappearing, photography industry changes 2025, advertising trends 2025, Australian models careers, how to get booked in 2025, Instagram, portfolio tips, influencer economy stats, how to stay relevant in fashion, creative freelancer survival guide, makeup artist jobs 2025, art director advice 2025, AI and creatives,
In this episode of Ask the Agents, we sit down with SamNolan, Head of the Acting Division at ICON Management.
An industry veteran Sam has worked with top acting agencies in Australia and Los Angeles USA.
Whether you're a trained actor, a model wanting to break into screen work, or just starting out, Sam shares expert insight into what casting directors actually want, how self-tapes get shortlisted, and what separates hobbyists from career actors.
You'll learn how the acting industry works in Australia, why self-discipline and training matter, and the small things actors get wrong that can cost them the job.
* Hot Tip - Label your self tapes correctly!
From headshots to showreels, accents to attitude, thisepisode is your practical, no-fluff guide to surviving—and thriving—in the business of acting.
This is for anyone looking to build a real career in TV,film, or theatre!
🎧 Listen now and get realabout what it takes.
Key Topics Covered
How the Australian casting process works behind the scenes
The real value of a good agent (and what they’re doing whenyou're not auditioning)
Sam’s best tips for actors submitting self-tapes
Common mistakes that drive agents and casting directors mad( hint… label your self tapes correctly!)
Why it’s never too late to start an acting career
What to post on social media as an actor
The importance of being professional, coachable, andconsistent
The types of jobs that can build long-term income for actors
Resources mentioned:
Showcast – Australia’s #1 casting resource for actors, agents, and casting professionals.
🔗 https://showcast.com.auCasting Networks Australia – A global casting platform connecting talent with casting professionals.
🔗 https://www.castingnetworks.comScreenHub Australia+10Altai Casting | Home+10Altai Casting | Home+10
Casting.com – An all-in-one online casting system for industry professionals.
🔗 https://casting.comcasting.com+2Casting.com Support+2mycastingnet.com+2
Altai Casting – A bespoke casting platform facilitating collaboration between artists, agents, casting, and clients.
🔗 https://www.altaicasting.com
ICON Management – Australia’s leading 360-degree talent agency for models, actors, creators, and performers.
🔗 https://www.iconmanagement.com.au
Instagram @iconmanagement
Tik Tok @weareicon
Management, acting career tips, self-tape guide, showreeltips, casting advice Australia, how to get signed as an actor, acting jobsAustralia, theatrical agent, TVC casting Australia, working actor Australia,performing arts career
Are you thinking of becoming a content creator or influencer but don’t know where to start?
In this episode of Ask the Agents, listen to Rebecca Egan the Head of Creators at ICON Management, as she breaks down exactly how to build a sustainable and successful career in content creation in 2025.
Rebecca shares her personal journey — from intern to leading one of the top creator divisions in Australia — and offers practical, no-fluff advice for anyone who wants to grow an online presence, land brand deals, and build a loyal audience from scratch.
Whether you're a complete beginner or trying to level up your creator game, this episode covers:
• How to find your niche and sub-niche (and why it’s the secret to growth)
• Why consistency and authenticity matter more than aesthetics
• How to grow your Instagram or TikTok using the latest 2025 strategies
• Tips for creating high-quality content without expensive gear
• How to approach brands and build a media kit that gets noticed
• What the Instagram algorithm wants and how to work with it
• Why engagement rate matters more than follower count
• When to consider getting management as a creator
• How to start earning passive income as a micro-influencer
Perfect For:
Aspiring content creators and influencers Creators looking to grow on Instagram or TikTok in 2025:
Influencer marketing newbies
Anyone curious about how to make money online through content
Creators stuck at a plateau and ready to level up!
Resources Mentioned:
Instagram:
https://creators.instagram.com/blog/best-practices-for-creators
TikTok:
https://www.tiktok.com/creator-academy/en/articles/get-started
YouTube:
https://www.youtube.com/intl/en_uk/creators/how-things-work/policies-guidelines/
Snap Chat:
https://creators.snap.com/create
Canva (for media kits)
https://www.canva.com/media-kits/templates/
Happy listening!
www.iconmanagement.com.au
Instagram @iconmanagement
Tik Tok @weareicon
content creator, influencer tips for beginners, how to getbrand deals, growing on Instagram 2025, best way to start as an influencer,build a creator brand from scratch, passive income for creators, contentcreation tips and tricks, social media growth hacks, working with influencermanagers
In this episode of Ask the Agents, Chelsea Bonner breaksdown the reality of talent contracts for models, actors, influencers, content creators, and performing artists. She explains why the ATO classifies talent as independent contractors, what this means for tax deductions and business structure, and how to navigate agency relationships for long-term success.
Learn why agency commissions are an investment, not a loss, how agency service fees (ASF) work, and the key clauses you must understand before signing a contract. The discussion also tackles career persistence, industry misconceptions, and setting yourself up for financial success in the entertainment industry.
Key Takeaways
* Agencies don’t hire talent—they find work for them.
* Commission is an investment in your career, not a loss.
* Agency commissions & work-related expenses are tax-deductible.
* Agency service fees (ASF) cover essential operational costs.
* Contracts cannot be terminated at will—valid reasons apply.
* Strong communication with your agent leads to more opportunities.
* Persistence separates successful talent from the rest.
* Career progression involves strategic long-term effort.
* Think like a small business owner!
ATO Resources for Tax Deductions
https://www.ato.gov.au/individuals-and-families/income-deductions-offsets-and-records/guides-for-occupations-and-industries/l-q/performing-artists-income-and-work-related-deductions
https://www.ato.gov.au/individuals-and-families/income-deductions-offsets-and-records/guides-for-occupations-and-industries/l-q/performing-artists-income-and-work-related-deductions/deductions-for-work-expenses?=redirected_performingartist#Deductionsforworkexpenses
Episode Breakdown
00:00 – Understanding Talent Contracts & Industry Realities
02:54 – The Role of Agencies, Commissions & Business Structure
06:10 – How Taxes & Deductions Work for Independent Talent
08:53 – Why Agency Service Fees (ASF) Exist & What They Cover
11:58 – How Contracts Work & What You Need to Know
14:50 – Managing Expectations & Communicating With Your Agent
18:06 – The Role of Persistence in a Long-Term Entertainment Career
20:52 – Career Progression: How to Keep Growing in the Industry
24:07 – Final Advice for Long-Term Success in the Creative Industry
🌎 Website: www.iconmanagement.com.au
📸 Instagram: @iconmanagement
🎥 TikTok: @weareicon
📍 LinkedIn: Icon Management AU
talent contracts, agency commissions, tax deductions forperformers, agency service fees (ASF), career growth in entertainment,independent contractor tax, performing arts business, creative industryfinances, modelling agency contracts, acting contracts, influencer management,content creator business strategy, how to work with an agent, careerprogression for models, actors, and creators, managing finances as a performer,self-employed tax deductions, entertainment industry insights, communicationwith agents, freelance talent management
Do you dream of becoming a top model but don’t know how to get signed by a modelling agency? This episode is packed with insider advice from top industry experts to help you take the right steps and avoid common mistakes.
Chelsea Bonner, Founder & CEO of Icon Management, breaks down exactly what agencies look for, the best ways to submit your application, and how to stand out in a competitive industry.
In this episode, we cover:
• How to get signed by a modelling agency and avoid common mistakes
• Understanding different modelling categories and where you fit
• The science of being photogenic and how to improve your connection with the camera
• Agency submission tips and what agencies actually look for
• The role of social media in building a sustainable modelling career
• Why good lighting, clean backgrounds, and high-quality digitals matter in your portfolio
• The difference between freelance modelling and agency representation
• Why adaptability and professionalism are key to success
🌎 Website: www.iconmanagement.com.au
📸 Instagram: @iconmanagement
🎥 TikTok: @weareicon
📍 LinkedIn: Icon Management AU
Have questions? Drop a comment or DM us on @iconmanagement we might answer it in a future episode!
Follow Ask The Agents for weekly expert insights into the modelling industry.
modeling agencies, how to get signed, modeling contracts,how to submit to agencies, what agencies look for, modeling career tips.
Do you really need a professional modelling portfolio to get signed? Before you spend thousands on a photoshoot, listen to this episode!
Chelsea Bonner, Founder & CEO of Icon Management, shares insider knowledge from top modelling agencies about what actually matters when applying.
In this episode, we cover:
• Do agencies require a professional portfolio before signing you?
• How to create a strong submission without spending a fortune.
• What top agencies look for in portfolio photos.
• Portfolio scams to avoid—red flags for aspiring models & parents.
• The role of social media in getting scouted.
Avoid costly mistakes & learn what really matters in a modelling portfolio.
🌎 Website: www.iconmanagement.com.au
📸 Instagram: @iconmanagement
🎥 TikTok: @weareicon
📍 LinkedIn: Icon Management AU
Follow Ask The Agents for weekly industry insights.
Modeling, modeling portfolio, agency representation, photography, casting, headshots, career advice, creative industry, self-promotion, portfolio tips, getting signed, model submissions, fashion industry.
In this episode of Ask the Agents, Chelsea Bonner breaks down the real role of agents in the modelling, acting, and content creation industries. She explores whether it’s possible to succeed without representation, the financial realities behind agency commissions, and the key benefits of having an agent in your corner.
Chelsea explains how agents secure jobs, manage career opportunities, and invest in their talent’s success. She also breaks down the commission structure, the partnership dynamic between talent and agents, and what it takes to navigate an independent career successfully.
Key insights include:
• What agents actually do and why they matter
• Can you succeed without an agent? Understanding the freelance route
• How agencies make money – no upfront fees, just commission-based earnings
• The agency’s investment in talent and why commitment matters
• How models, actors, and creators can take charge of their careers if they choose to go solo
• Why representation gives talent a competitive advantage in castings and bookings
• The business skills required for independent success
• Diversity in talent representation – why some agencies value it more than others
This episode is a must-listen for anyone looking to understand the pros and cons of agency representation and how to navigate the industry with or without one.
🌎 Website: www.iconmanagement.com.au
📸 Instagram: @iconmanagement
🎥 TikTok: @weareicon
📍 LinkedIn: Icon Management AU
Modeling, modeling agency, talent agency, career advice, representation, casting, freelance modeling, business skills, agent commission, getting signed as a model, modeling industry insights, agency vs. freelance, fashion career.
Want to break into modelling, acting, or content creation? In this episode of Ask the Agents, Chelsea Bonner, Founder and CEO of Icon Management, reveals exactly what top agencies and brands are looking for in 2025. She shares expert insights on career paths, how AI is reshaping the industry, and why social media is now a non-negotiable tool for success.
Chelsea breaks down the realities of the industry, from the competitiveness of agency submissions to the rise of freelancing and digital marketing. She also explains how content creators can monetise their platforms and what it really takes to stand out in today’s fast-changing landscape.
Key Takeaways:
• What top modelling and acting agencies, as well as brands, look for in new talent
• The biggest industry shifts in 2025 and how to stay ahead
• Why social media is crucial for career longevity in all creative fields
• The truth about earning potential in commercial print vs. high fashion
• Why freelancing requires strong business and self-marketing skills
• AI’s growing role in casting, bookings, and influencer marketing
• How content creation can become a sustainable income stream
• Why networking and agency representation are still key to success
• The decline of traditional media and rise of digital marketing
• The importance of building a strong personal brand in entertainment and social media
If you’re serious about making it as a model, actor, or influencer, this episode is packed with must-know insights!
🌎 Website: www.iconmanagement.com.au
📸 Instagram: @iconmanagement
🎥 TikTok: @weareicon
📍 LinkedIn: Icon Management AU
Modeling, acting, social media for performers, AI in entertainment, career advice, industry insights, freelance modeling, agency representation, content creation, digital marketing, becoming a model, getting started as an actor, breaking into the industry.
What does it really take to succeed in modelling, acting, or content creation? If you're navigating the fashion, entertainment, or digital industries, this podcast gives you insider knowledge on building a thriving career.
I’m Chelsea Bonner, Founder & CEO of Icon Management, and I’ve spent over 20 years in talent management, modelling, acting, and influencer marketing. I’ve seen firsthand what works, what doesn’t, and the hard truths of making it in the entertainment industry. This podcast is where I share unfiltered insights, expert advice, and real talk to help you make smart career decisions.
Each week, we’ll break down industry myths, contract red flags, agency commissions, tax deductions, personal branding, social media growth, and financial success strategies for models, actors, influencers, and content creators. Plus, you’ll hear from agents, casting directors, brand experts, and top industry professionals who will help you stay ahead of the game.
In this episode:
🌎 Website: www.iconmanagement.com.au
📸 Instagram: @iconmanagement
🎥 TikTok: @weareicon
📍 LinkedIn: Icon Management AU
talent contracts, agency commissions, tax deductions for performers, agency service fees (ASF), career growth in entertainment, independent contractor tax, performing arts business, creative industry finances, modelling agency contracts, acting contracts, influencer management, content creator business strategy, how to work with an agent, career progression for models, actors, and creators, managing finances as a performer, self-employed tax deductions, entertainment industry insights, communication with agents, freelance talent management
