Mark Niemi has 28 years experience as a working photographer specializing in fashion, weddings, events, and portfolio shoots. Not only does he help models get incredible images – he also helps them get noticed by the industry as a model manager.

He has worked with many models, some who are experienced and others who are very new to the business. He manages their careers through his company, Creative Images & Model Management (CIMM), on the web at www.creativeimagesmm.com. Luckily, Mark is prepared for the challenging task of working with youthful talent -- he is a former high school teacher and band director.

Mark’s interest in photography started when he himself was a high school student.

“I needed an elective, so I took photography. Look where that decision led to… My shoots and projects have taken me from Chicago to NYC, L.A., Miami, Atlanta, San Francisco, Houston, and St. Louis.”

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He started managing models after years of shooting weddings and dabbling in fashion photography.

“I ran across one particular model. I saw that she had ‘it.’ When you find someone with ‘it,’ you need to act. After a few shoots, including doing a storyboard with her for a TV series, we agreed (with the consent of her parents) that I would become her manager. She is reliable, dedicated, organized, and has goals.”

That model is Claudia, you can read her “Modeling in Focus” interview in the archive section, Chapter 13.

After starting Creative Images & Model Management this past January, four months later he teamed up with John Kramer and Ted Anderson. Most recently, Gary Shap joined the group. “John, Ted and Gary are helping manage the models we have signed. We are also affiliated with ToniModels, working with their successful St. Louis corporate office to manage their models in Chicago. We are hoping to become a driving force in model management throughout Chicago and the Midwest. The CIMM flowchart is already drawn up... now we have to act like a big company and grow!

“Since joining OneModelPlace.com in July, 2002, I have made many new contacts through OMP. It’s a great online community in which to get involved. In fact, it led to my getting hired at a top agency shooting portfolios for their models.”

Mark has worked with a wide range of models since then, and has come up with some sure-fire advice for anyone interested in making a living in front of the camera. “Believe in yourself and HAVE FUN! If you aren’t having fun, it shows in your images. Make sure you always know that you have the right to say ‘No’ to any request, be it working with someone, doing a pose, or wearing an outfit. Be reasonable and fair with everyone.”

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He also relates that models – especially younger ones just starting out – need to keep their priorities straight. “As a manager, I make sure that each model has things in perspective. If the model is still in school, the rule is ‘Family, School, Modeling’…in that order. If grades go down, modeling time is cut back until grades go back up.”

Mark explains exactly what a manager can do for a model: "As a model manager, I like to handle all aspects of the model's career. I don't go out and find work for the models, although that naturally happens with all the contacts I have. It is the modeling agency that 'beats the pavement' to find them work. Then the agency passes the offer to me and I manage it. I help arrange shoots with various photographers to get new images for the model's portfolios, assist with contract negotiations, screen new contacts, check out other possible agencies, and give advice where it may be needed. New models in this business need a lot of guidance."

Management also involves teaching models some business skills.

“I have a ‘two-hour rule.’ If I call a model, they need to call me back in two hours (or hopefully less), otherwise I assume that model is not interested in my phone call. If it’s a job offer, I’ll move to the next model on my list. They don’t have to have a definitive answer for the message I left, but they must call me back in a reasonable amount of time.”

His company tries to restrict the amount of models that each manager works with. “That is a drawback to some of the other larger agencies in Chicago. The models get lost in the shuffle and don’t receive personalized attention. Of course, there will always be the ‘superstar’ model that we run across that may get a little more attention than the others. It’s as if I were a football coach of a State Championship team and there is a star quarterback – do you think that he won’t play more than the other quarterbacks? Sometimes the more experienced and advanced models get more work because of their past performance and reputation. That’s how the real world works, and the newer models have to strive towards that.”

For models who haven’t gotten a manager or agent yet but are looking for further guidance in their career, Mark suggests they get a mentor.

“Find someone you look up to – even if it’s a successful model that is working more than you are. If you want to soar with the eagles, you have to surround yourself with eagles, not turkeys. So seek out someone successful. Look at what he or she does, observe, listen, and then take action. Don’t be afraid to fail at something. Failure is simply a result. Why do you think the good fruit is always way out on the limb? Take chances, get results, regroup, and move on.”

Photographers can also learn from the best in their field. “As a photographer, I have been studying what the top photogs in Chicago and around the country are doing. I guess I am a professional student as well. Why are their images so good? I’ve had the pleasure to work with many of them – I thank them for their advice and insight.”

Both models and photographers should never limit themselves, asserts Mark.

“Don’t have limiting beliefs such as ‘I can’t do that!’ Why not? Set your goals high, but attainable. If you ask successful people if they have goals written down, they do – in some manner. You have to write down your goals so they are always in mind and always amended. Be organized. Use software programs such as Microsoft Outlook or ACT!, palm pilot, even a regular calendar -- whatever works for you. But be organized!”

All images on this page copyright Mark Niemi/CIMM, 2004.
Next Time: OMP Pro File – Model Melissa