Jennterviews: Raymond L. LaPietra, Founder-CEO of Career Images Model & Talent Agency

“Jennterviews” is an ongoing interview series in which I (via my Ghost Writer/Web Minion/Professional Muse, Stacey) interview the fascinating artists and creative industry figures that I work with. In this installment, we feature Raymond L. LaPietra, Founder-CEO of Career Images Model & Talent Agency, Inc. Full disclosure: Mr. LaPietra is my agent, and he gets me a ton of work. So if this reads like one big advertisement for his agency… Good. If you’re in the industry (or want to be) and in the market for an agent, do yourself a favor and check it out at www.careerimages.com.

How did you get into your field?

I grew up with an older sister that was a model, actress and entertainer. I was a musician and entertainer and I performed for a number of years as a duo with my twin brother and in a couple of bands. As I grew older I did modeling as well. After working in corporate America for a good length of time, I finally figured “why Umpire when I could play ball.” So I quit my corporate job after working for a large international corporation and started my own model and talent agency 33 years ago. I took $1,100 out of my savings account, got my occupational license, and started with two clients: Alaskan Fur and Swim Qwik; and I grew my debt-free agency into hundreds of clients, hundreds of models, actors and entertainers, and have been doing business in 48 U.S. States and 29 foreign countries for over three decades. It has been quite a ride and it continues. www.careerimages.com

What inspires you creatively?

I am self-motivated and I think reading intellectual writings of people even smarter than me inspires me. Certain kinds of music give me a jumpstart as well. I am best at taking something that is already there and making it better rather than starting with a blank canvas. I know how to work with others and to take their ideas and dress them into a 3-piece suit. Too many people settle for good when I am always striving for my BEST! My favorite adage is; “Good better best, never let it rest, until the good gets better and the better becomes best.”

What is your favorite thing about your work?

I think I enjoy most the fulfillment of helping others go from being B’s to becoming A’s. We all need a push and inspiration from someone or something, and as an Agent and Manager, I see what people CAN BE as well as what they are. It is fulfilling to me to help other people achieve and realize their potential and in some cases potential they did not know they had. I am all about doing things that endure and last. All of us should outlive ourselves so when we pass from this life we should leave our fragrance with others, indelibly so. As is the case with my two sons, Timothy who is 20 years old and Adam who is 14, I have invested my time, knowledge and inspiration into these two young men and am leaving my legacy to live on in them long after I am gone from this life. Likewise we should share in this same manner with others who we come into contact with whether it be in business, social, and/or personal circles.

What is your least favorite thing about your work?

Without a doubt I like least the lack of honesty and authenticity the modeling and entertainment industry espouses. This industry is so full of undependable people who lie and mistreat others in an effort to advance themselves. I have found that I give a lot better than I get and I value the few real and genuine people I have come to love and work with in my many years in this aerobic and competitive business we call modeling and entertainment. I guess I should not be surprised however, I mean after all, look at the foundation elements the modeling and entertainment industry is standing on: vanity, greed, fame - you know, the “Hey look-at-me” crowd. I guess it could be worse…it could be politics. Now there’s a group of altruistic people who play the guitar and sing “Kumbaya” while they aid and support others. Yeah, right.

What do you wish people understood about your work? That by working as an Agent and Manager that I seldom get the credit that I deserve for so many things and sacrifices that I do to advance and support the people I represent. That while they know about the bookings they are called on and perform, they do not see so many of the efforts that were done in order to create that volume. Thank God I do not rely upon the praises and panegyrics of others for my motivational steam. Like I said earlier, I am self-motivated by a genuine desire to help people and to really make a dent in the metal of others.

What has been the highlight of your career so far?

Two things come to mind, the enjoyment of helping both of my sons to do modeling work in this business and to see them become active and successful. Both of them have done numerous national and international bookings in print, on camera and runway, and I am gratified to see them use their skills and giftings in this industry. The second is that I am proud of not only enduring for over 33 years, but thriving for over 33 years, in an industry where the shelf life is short and evaporates like milk. I attribute my success and longevity to the fact that I have cultivated the right long-term relationships with those who share my belief in the principles of honesty, integrity, reciprocity, and resource sharing.

What is the biggest mistake you have made in your career?

I do not really think I have any BIG mistakes but I will say that when I first came into this industry I was wide-eyed and I was going to help everyone. In the beginning I believed that if I treated others right that they would in return treat me right. After getting my nose bloodied a few times I quickly learned that most of the time a person can motivate others through kind acts. But I also learned that some people only listen to one radio station; WIIFM (what’s in it for me?) and for those people I have to deal with them with a little more fiber in order to remain relevant. I now feel like an old gunslinger who does not pull his six-shooter often, but when I do I hit the center of the bullseye on the target and every time. I do not want to be friends with everyone, just the high-standard people who believe in bilateral success and equal exchanges. While I might sound cynical, do note that I am not cynical, I just think cynical so I can recognize those who practice cynicism as a lifestyle. This is a cynical industry not a non-profit charity. I still have a soft underbelly and I will never quit caring for others.

What advice do you have for someone entering your field?

My best advice is to make sure you know who you are and be well-grounded and solid in your character traits and what you believe in before you jump into the deep end of the modeling and entertainment industry. Know what you stand for because if you do not stand for anything you will fall for everything. This industry has traps and the business by its own nature can chloroform you into losing sight of who you are and you can easily change into the liberal-minded person who thinks that white lies are not as bad as big lies. Lying is lying and you cannot be a little pregnant. Be smart about how you do things, assume absolutely nothing, and keep in mind that you train people on how they treat you. Do not be unequally yoked, play dodgeball with the bad guys and enjoy the few good guys (gals) that you will meet along the way. Never return evil or wrong-doing with revenge or spite, if you are right then stay right and respond do not react to all of the hardballs that will come your way. [Bolded by Stacey, because GOOD GRIEF YES THIS.] Keep in mind that many people talk a lot and use many words and seldom say anything. When you speak use the right words, talk from your heart in sincerity, and COMMUNICATE. Talking and communicating are two separate things. And the list of sage advice goes on and on and on…

What do you look for in a Makeup Artist?

I require someone who can correctly interpret the model’s face and features, someone who knows how to properly minimize that which is not good and enhance that which is good. Bilateral symmetry is so important when a MUA does someones face. There are a lot of makeup appliers in the business that can put makeup on one generation higher than what someone would do with a spatula and fan, and then there are real ARTISTS who see all of the face, hair and features and create whole looks that are complete and advanced. I also like MUA’s who when a model has God-given natural beauty, they enhance it but do not change it. Consistency is also important. Finally I look for a MUA who can interact with clients, models, and others well and who is completely confident in themselves. Fully completed looks that were done in a quick amount of time is also practical and important. I just realized after I have been describing all of the traits that I look for in a MUA…Jennifer Cassidy possesses all of these exceptional traits. This is why she is our top and most-requested MUAH and we love her. [Aw, shucks…]

What one personal care item would you be most lost without?

My expensive rotary toothbrush. I have the whitest teeth in Hollywood and I am big on a clean white smile.

In your opinion what is the worst trend in recent history?

That would be social media, which is both good and bad. As social media applies to the modeling and entertainment industry, I have seen second-tier models, who use social media to promote themselves and this has negatively affected the industry from the standpoint of higher-end models who can command a higher price point on payment. I continue to see level 2 models who will do the booking at no charge just to get experience, and this undermines an agencies and their ability to book a more-experienced model and at a well-paid rate. I use social media to promote and market my models, but some of the independents are sure changing the supply and demand equation and a lot more bookings that used to pay now are filled by those who are willing to do so at no pay and who did this through the technology of social media that allowed them to get access to the client pool.

White chocolate: Sweet treat or a lie and an abomination?

White chocolate is a guilty pleasure and should be enjoyed often. [Stacey butting in again here… With extreme side-eye.]

Anything else you’d like readers to know?

Just a few words to the valuable others in this industry. I have found that building the right relationships with others who share belief in good and lasting principles in behavior and business comportment is a good activity. Trends change, people change, seasons change. But what never changes are Biblical truths and immutable laws of nature and universe principles. Doing good is always rewarded even if it is not returned by the receiver of the gift. Telling the truth is always smart and when there is any dispute, always remember that the litmus test on what to do should always start with the question, “what is the right thing to do?”. Be kind to one another and push yourself to be all that you can be. All of us are born with unlimited potential and a bevy of talents and gifts. Use them, invest them, and enjoy them. Until we speak again…