The Talent Express (TTE) has a long and successful history. It was started by Lorna Rainey in 1991 as a talent agency. Over the years it’s morphed into a company with a focused approach to the select talent they represent at various stages in their careers … from fresh-faced newcomers to seasoned professionals. The agency helps its clients find work in commercials, voice-overs, film, TV, live events, and theatre. This interview with the founder and talent manager gives an overview of Lorna and the agency’s evolution to the successful business it is today.
David:
Hello Lorna, thank you for taking the time out of your busy schedule to speak with me. Tell me what inspired you to become a talent manager?
Lorna:
Hi David. I am so honored that you would like me to share my story. I started out as a performer turned talent agent. Due to my hands-on personal style, some of my clients suggested that I was more like a manager than an agent. Once I looked into the difference, I realized they were right. So, I changed a few things and applied for membership in NCOPM [National Conference of Personal Managers.] I’ve been a proud member of the organization since 2012.
David:
What do you look for when deciding on representing a talent?
Lorna: After having done this for so many years, I can tell a lot about a person from a face-to-face conversation. I need to feel that the individual is easy to work with, will follow my suggestions (or those of the team) and be loyal to us. Every single one of them is talented in one way or another, so after reviewing their materials, the talent is a given. Then we need to see whether the personality matches what we perceive in them. Also to be sure that we don’t have conflicts in their category.
David:
What do you think the entertainment industry lacks?
Lorna:
Sometimes it’s the human factor. Because of COVID, in order to survive, the industry pivoted to meeting and casting virtually. While that change saved the industry, it took away the normal opportunities for human interaction. The talent can only go by what they glean from their side. They then send in a self-tape which they hope will be an interpretation that appeals to the CD [Casting Director] or producers. Previously, talent would audition in-person for CDs who could provide feedback in real time. Talent could also “read the room” to see whether the CDs were friendly or more businesslike.
David:
What advice do you have for people struggling to make it in entertainment?
Lorna:
One of my mottos is “Never give up, never surrender!” If you truly feel as if entertainment is where you want to be, then understand what it is that you “bring to the table.”
Why would a producer hire you over someone else? What is your type? Take a really hard look at your materials. Are your headshots on par with other talent? Is your resume formatted in the proper acceptable standard? Are you meeting the CDs in seminars and workshops? This allows them to see you as a real person and not just as a thumbnail from a submission.
Are you studying with a reputable acting coach? They can help you spot things which might be minor but can make a major difference. Remember that every coach will see something different in you and that helps you become more well-rounded.
David:
What is your biggest source of inspiration?
Lorna:
Honestly, it would be my family. On both sides, I come from an incredible line of strivers and people who have achieved unimaginable precedents. On my maternal side, my uncle was the first Black Electronics Chief in the U.S. Navy. On my paternal side, my great-grandfather was the first duly elected Black Congressman. And those are just two forebears among a host of exceptional people. When I think about how hard things are now, I think about them and how I am in a position that no one even knew a woman of color could aspire to and be successful at.
David:
What do you value in others?
Lorna:
Hard work. Ethics. Loyalty. The unquenchable desire to learn more. Honesty. Empathy. Generosity. Gratitude.
David:
What do you think your past self would think of you now?
Lorna:
In some ways she would be in awe of things I’ve accomplished. I’ve written a book called “Native Intelligence” (published in 2007) and just finished a book about my great-grandfather called “First in the House” for grades 4 – 7. I’ve produced cable TV shows and hosted some. I’ve voiced a multitude of commercials. I started The Talent Express in 1991 with my last $50 and a box of supplies from Office Max. At that time, there was only one other woman of color running an agency. Somehow, I was able to roll all my past experiences up into where I am now –– owning one of the most successful and well-respected talent management companies in the industry. And I have lots more to do. On the heels of the publication of the book, I am producing a docudrama about Congressman Rainey called “First in the House.”
David:
What’s a memory you never want to let go of?
Lorna:
Strangely enough … the hot summer afternoon when I was in the basement of my parents’ house trying to keep cool and a radio commercial came on.
To this day, I have never forgotten it.
Audio: Footsteps echoing in an alley
Announcer: “No matter where you go, you are not alone.”
Old Man: “Adler stands behind every pair of Adler Shoes.”
It was in that moment, I realized I wanted to become a voice-over announcer. I didn’t know what that was exactly, or what it would entail, but I knew it was the foundation of my future goals. So … I did become a radio announcer and I did a slew of commercials. The moment when I heard one of my commercials on the air for the first time was pure magic!
David:
What would you like your legacy to be?
Lorna:
When I first entered the industry, commercials and TV shows were always skewed one way or the other … meaning, they were targeting a Black or white audience. I was affected by it firsthand when I went to audition for commercials. After the first take, the CD asked, “Can’t you sound more … ummm, urban?”They clearly wanted to be sure the voice sounded Black, aka ghetto. Naturally I refused to change my delivery. My pride in who I am and how much money my parents spent on my education would not allow me to sell myself cheap to align with some people’s view of what a Black person should sound like. I refused to perpetuate the stereotype.
As an agent, I took account of what I saw on TV and in magazines and catalogues. I also listened to what I heard on the radio. Since the CDs who were faxing me breakdowns didn’t know I was a Woman Of Color, they got comfortable with me. I started to slowly but surely suggest that they allow a couple of ethnicities to be included in their go-sees. It took a while, but over time, they said, “OK, I have spots for 10 … send me eight men and two Black men”. Notice how when they said “men” it was assumed that they would be white. A clarification was only for other races. The real breakthrough came when I sent an Asian male out of all the white models and he booked it! From that time on, they trusted me to just send the right people for the job.
I did the same with magazines. If it was a fashion magazine and all the models were white … I would call the editor and point it out. I would tell them I represented models of all ethnicities. How would any of them be able to afford their fashions if no one hired them?
I did the same thing with TV producers and CDs for TV shows. I was very proactive. So now when I see that TV shows, radio commercials, and TV commercials are fully representative, I can proudly say, “I did that!” I’m sure there must have been others pushing, but I know I was on the frontlines.
David:
Thank you for your time. Any words of wisdom to all the readers?
Lorna:
Remember that after all the allure of the glitz, money and glamour of our industry, underneath we are all just people. The bottom line is, it takes work and lots of it. Find a rep who is passionate about you and understands your goals. Then follow their advice. Our job is to improve your marketability so you can audition/book. Managers are different from agents. Learn the difference so you know who you need to help you achieve your goals. Then work with them hand-in-hand so you can celebrate your future successes together.