WIXLIB

I also pride myself on seeingthe actual agency we havebuilt, with many of our staffhaving amazing personalsuccess within the industry.Meet Bettina PetroneTop Talent AgentABettina: Very positive. A lot of clients are doing more onlineauditions which is great for us. Parents don’t always wantto be dragging kids to auditions, so being able to do themat home with less travelling is great for parents, especiallyworking parents. We have also seen an increase in workfor real families, as a result of limited contact being allowedbetween everyone on set, which ended up being great for thechildren’s industry.What were your original goals when startingthe agency?So, after I realised how much of a demand there was Idecided to run modelling classes, alongside dance classes.This eventually grew to such a large demand, that BettinaModelling and Deportment School was created.How did Bettina Management come about?Then while I was working as a model, the clients I wasworking for found out about my modelling school and thenasked if any of my kids would be interested in actually doingsome modelling work for their brands. So from there I startedhelping these clients with their campaigns, and it slowly grew,eventually leading to the decision to start an agency.Bettina: While working as a professional model, I was also adance teacher for younger kids. During my classes the kidswould ask lots of questions about modelling. They wanted tolearn how to walk a catwalk and how to pose for the camera –generally just wanting my advice.In the early days of the agency I was interviewing new talentand working from my home office, then when we got biggerwe moved to the heart of Melbourne in the Docklands. Fromthere I got some other people on board to help with bookingsand running the agency, and then everything fell into place.AW/21Bettina: Every job we got was exciting, they were all firsts forus, so it was a very enjoyable time for the kids and everyoneworking with us at the agency. Our first campaign was for RunScotty Run, a kids clothing label, and seeing one of our kids inprint was an amazing moment for the agency.The agency grew very quickly and eventually we opened upinterstate to keep up with the demand. We always wanted tohave a local presence everywhere that we had kids workingwhich was also a big ask, but we managed to do it. Then webegan booking a whole range of jobs, not just catalogues andprint but TV commercials, feature films, TV Series and allkinds of work.s the director of Australia’s leading talent agency for kids, Bettina Petrone is wellversed on all aspects of the entertainment industry. Bettina Management hasbeen a well-known name in the children’s entertainment industry for almost 30 years,and have been through quite a journey over those years. When Bettina sat down withAspire Magazine, she discussed her journey, and the agency’s and how it has been sosuccessful, and still is 30 years later.Bettina: I started in the industry when I was 17, and entered abeauty contest. I won the competition, and one of the prizeswas a modelling course with the one and only SuzanneJohnston. That was the beginning of it all. From there I joinedCameron’s modelling agency and then began my career as aprofessional model.How do you see the future of the industrypost-COVID?Of course there were challenges along the way, the overheadprices, creating structures and hiring staff and taking that leapwas a huge step for us all.By Rebecca KeithHow and when did you get your big breakinto the industry?What were the first couple of years like whenstarting the agency?page 8Bettina: When we first began the agency it was just to keepup with client demand. I enjoyed helping out the clientsand providing them with the absolute best children for theircampaigns. However, once we really got going our goals wereto help our talent grow and become little professionals, andcontinue finding more talent. We just loved helping them breakinto the industry and watch their skills and confidence growthrough the industry.How did COVID-19 impact the business?Bettina: It was tough, however, mainly for our Melbourne office.Because we are a national business our interstate offices keptgoing, and picked up more work as a result of the Melbourne shutdown. We worked consistently with clients to try and fill any gapsthey had from not being able to use our Melbourne talent pool.As a result we are seeing gaps in our categories of Victoriantalent, and we are always looking for new talent to continue tofill these gaps and it’s likely it will take months for these to allfill up again as they were pre-COVID.AW/21Also, Australia as a whole is seeing an increase in internationalwork making its way to our shores, mainly from the UnitedStates, due to our huge difference in positive cases. Clientsare bringing in more jobs, which means more work is comingour way. The future is looking very bright for our industry.What has been the highlight for you,since the agency began?Bettina: It has all been a great experience. I have loved seeingthe agency go from strength to strength, and then continue togrow over the last 29 years. We have premises’ across fourstates and are the only national exclusive children’s agency withlocations across the country, which is an incredible feat in itself.One of the best things to see is our talent star in hugeblockbuster and Hollywood movies with a range of stars. Theyare learning and starring alongside the absolute best! All ofthese moments have been highlights for us!I also pride myself on seeing the actual agency we have built,with many of our staff having amazing personal success withinthe industry. They are all passionate about what we do, andmany of our employees have been with us for over ten years,bringing that depth of knowledge and stability in support to ourparents and clients.Ultimately, seeing the great team that we have built acrossAustralia and the continued success of our talent, is somethingI take great pride in.page 9

Dad-fluencers:Riding the SocialMedia WaveBy Elle CecilAs social media continues to rise in popularity, more and more parents are becoming tech savvy andturning to online platforms for advice, tips and new ideas. From this increased use comes the modernday ‘influencer’; a social media celebrity with a large social media following and an often-niche focus area.As defined in the Oxford Dictionary, an influencer is “a person with the ability to influence potential buyersof a product or service by promoting or recommending the item on social media”. One of the niche areasin which an influencer can operate on social media is parenting.Historically, women have been theones to remain home and parentchildren. This may explain the currentpopularity of mummy bloggers andinfluencers. Mum-influencers withthousands and thousands of followersshare things like nursery styling tips,lunchbox ideas and children’s clothingrecommendations.As a natural continuation from themummy blogger trend, we are alsobeginning to see the increasingpopularity of dad-influencers. Dads likeMelbourne-based Jarrad and MichaelDuggan-Tierney, or as you may knowthem @realdadsofmelbourne, post theirparenting hacks, fails, and dreams withtheir 122,000 followers.There are several reasonswhy dad-influencers arebecoming more common andbuilding larger followings.First and foremost, the proliferation ofsocial media in itself is encouragingthe majority of society to engage inthe use of social media platforms toconnect with others and to promote theirendeavours. As social media becomesmore and more commonplace, dadsare finding themselves more efficientAW/21page 10AW/21and able in their use of social media,therefore allowing for their social mediaaccounts to flourish. Now, parents cankeep connected with other parents onplatforms such as Instagram.Secondly, society in its entirety isbecoming more accepting of differentoccupational and familial positions forparents. This is opening new doorsin the world of gender expectationswith regards to work and family life.A different branch of this more openminded and progressive society is thewidespread acceptance of differentgender and sexual orientations. Samesex parents Michael and Jarrad DugganTierney are just one example of notonly dad-fluencers, but also the societalacceptance we continue to see growingin Australia. Their son, Reid, who wasborn via surrogate, and with his Dads areshowing their social media followers thatfamilies come in all shapes and sizes.to be perfect and without stress or mess.However, parent bloggers are knownto be more #real, highlighting parentingfails and accidents with their followers.This is a greatly beneficial improvementto society. It shows other parents thatnobody is perfect, that no parent reallyknows exactly what they’re doing, andthat it’s perfectly okay and they are stillgood parents.While dad-influencers and dads maystill face disapproval or criticism, so toodoes everyone that puts themselvesout into the public sphere. The rise ofdad-influencers in a typically femaleled niche industry is a really positivestep for parents and society in general.Promoting a more accepting andinclusive environment for parents andkids alike is good for families as a whole,and family members as individuals. Itraises more inclusive and acceptingkids, which will lead us to a greater andmore equal future.Finally, as dad-fluencing becomes morepopular and commonplace, it allows dadsa freedom to connect with others in away that has historically been deemeda maternal connection. They can buildmore connections with fellow parentsand provide more of a support network.Social media influencers on platformssuch as Instagram often portray their livespage 11

What is itactually liketo have a childmodel?By Rebecca KeithWe recently spoke to Annita, whose2-year-old Goldie unintentionally fellinto the world of child modelling over a yearago. So, we had to find out what it’s really liketo have a young child in the industry.It all started when a friend of Annita’s got her youngestdaughter Goldie to participate in a photoshoot. Next thingshe knew, Goldie was signing up to a talent agency. Aftermany of her friends that already had kids in the industryrecommended agencies, Annita knew she had nothing tolose and everything to gain from signing Goldie up for moreopportunities.What came next was definitely unexpected, as within a coupleof months Goldie had landed a job with well-known Australianbrand Best & Less. From there the work just continued comingin over the next year and now Goldie has worked for a rangeof brands from Country Road and Bonds, to Tutu Du Mondeand Sheridan.Annita loves being on set with Goldie and watching theproduction unfold. Toddlers on the other hand are less likelyto be on their best behaviour every day. She says that as longas Goldie sleeps well the night before, she loves being on setand has a great time. However, toddlers are known as beingunpredictable so you never really know what the kids will belike on the day.When asked what her favourite shoot was,Annita knew straight away that Goldie’sBonds shoot was her absolute number #1.This was mainly because she was in the front windowthroughout many Bonds stores; an amazing achievementfor someone so little.For many the industry isn’t all sunshine and rainbows.The entertainment industry is known for being notoriouslyunpredictable with only a few days’ notice before the kidsneed to be one set, which can be difficult when you havea young family.AW/21page 12The most difficult aspect for Annita is findingthe time, as her family gets busier, to take Goldie to shoots,and working around the children’s sleeping schedules whenorganising shoots. However, she does give props to all teamson set as they have never been anything but accommodatingto the little ones on set. She also admires the amount of effortthat goes into the productions and shoot, pointing it out assomething people might not be aware of unless they areactually in the industry - “The preparation that goes into actuallydoing the shoot, I would never have known about it had I notbeen here with Goldie.”–Even though the title of ‘child model’ has been given toGoldie, Annita will never not be able to just think of her asGoldie, as every parent would. To her she is just a kid andshe often doesn’t discuss the work Goldie does with others,in reality she is no different to her two sisters.While she does assume that Goldie might find someof her shoots to be a little embarrassing as she gets older,they are amazing memories to look back on one day.The entertainment industry, especially for children can bebusy and chaotic, but so much fun at the same time.Annita can only describe the experience as rewarding.Considering everything that goes into the shoots,the whole experience and the end result is rewarding.Even though she isn’t sure when Goldie’s time as a modelwill be up, they are going to play it by ear and as long asthey have the time and Goldie is happy, they will continueto be a part of the industry.AW/21If Annita could pass on any advice toparents wanting to join the industry it wouldbe to “go for it”, if they want to do it,there really is no reason not to try.The main thing is that the kids have fun.page 13

Want tosee yourad hereinmagazine?Guaranteed exposure toover 10,000 familiesAspire Magazine is a digital publication targetedat young performers and their parents. We are theone-stop-shop for young talent, and parents of youngtalent, to educate themselves on the industry. Relevantand real, the purpose is to translate all the intricaciesof the industry whilst offering parents products andservices from clients we trust.Aspire Magazine is distributed online across Australia,so get in quick! Your ad featured in the second editionof Aspire Magazine will guarantee exposure of yourproduct or service to well over 10,000 families.AW/21page 14AW/21If you are interestedin booking your spotor finding out moreinformation contact us:info@aspiremagazine.onlinepage 15

Behind Closed Doors;The Power Of InfluencerMarketingBy Rebecca KeithInfluencer is a word familiar to most. However,even though most days we all see influencersthrough the eyes of our social media accounts, wedon’t truly see them, or the behind-the-scenes work.The connotation that influencing is easy, fun and mainlyinvolves receiving free products has long reigned asthe industry has grown. It is easy to see how this can beconveyed. With their perfect Instagram grids, and stylisedstories, our natural response is to assume what we see atface value, and that is look how glamourous and easy theirlives are. However, being an influencer and using influencermarketing as an income is much more difficult than it seems.Firstly, since Instagram has adjusted its algorithm many timessince the birth of the influencer, it is much harder to gain sucha large following organically. If you are attempting to builda following and become an influencer in 2021, you can onlybuild a huge organic following through either pure luck ora range of purposeful strategies. These strategies usuallyinvolve knowing brands or other people with large followingsthat you can “bounce” off to gain a following, using paidadvertising, or landing a job within the entertainment industryon a reality show, soap opera or movie. Either way, it isn’t aseasy as it used to be.Many teens have unrealistic expectations on how easy it isto create viral following, as this age group often carries themost unrealistic expectation for themselves and how theyperceive the lives of these social media stars.The only platform that is much easierto grow an original following on is TikTok.Once made popular by the Gen Z kids,it is now home to people of all ages.The algorithm of TikTok makes it much easier for yourcontent to ‘go viral’ and therefore gain you a following.While still sometimes luck based, the app itself isn’t workingagainst you.Then once you have gained this following, if you begin tomake brand deals and advertise brands through your followingit only gets harder. One you begin making an income fromthese platforms, it is similar to running your own business. Youneed to follow all necessary rules and restrictions especiallywhen promoting on social media. You need to be continuouslycreating content for your account and liaising with brands todetermine deals, ensuring you are both getting the best out ofeach deal. It isn’t an easy feat. It also isn’t as lucrative as it mayseem, you need to build yourself to be quite a large brand toWhile influencing isn’t easy,they do feed into some commonmisconceptions that can easily bemistaken by parents and, especiallychildren, as the reality.actually make a decent income. Most influencers will use theirinfluence to then promote their own business ventures suchas clothing, wellness, make-up and skincare brands, which iswhere the majority of their income will come from.So, what about when it comes to your child’s Instagram?If you are a parent whose child is a part of theentertainment industry, you might assume that creating anInstagram account for them is a great way to gain exposureand get them work. The reality however is not as brightas this. As mentioned previously it can be hard to builda following and unless you have millions of followers,you need to realise that the big brands you are after, areunlikely to see your child’s profile. They are more likelyto see their faces when their agent pitches them for jobs.Unfortunately, much to the disappointment of many, it is notAW/21page 16AW/21a case of promoting your child on Instagram, then a hugebrand lays eyes on them and decides to create a campaignaround them; while not completely impossible, extremelyunrealistic. This is just one of the common misconceptionsthat can come from watching influencers on Instagram.While influencing isn’t easy, they do feed into some commonmisconceptions that can easily be mistaken by parents and,especially children, as the reality. It’s important to alwaystake what you see on social media with a grain of sand,while also appreciating that what influencers do, isn’t aseasy as portrayed. Remember to always listen to a trustedsource of information when thinking about your child and theentertainment industry, so that you can get realistic informationthat doesn’t sugar-coat the hardship and work that comesalong with being a part of the entertainment industry.page 17

.and Action!The Twenties Are Australian Film’sNew Golden Years By Elle CecilAs Australia begins to move toward a post-COVID normal, our nation’s filmand screen industry looks set to boom in upcoming years.This fantastic incentive aims to entice international screenproductions to Australia, ensuring that more jobs andopportunities are available to Aussies.The Daily Te

influencer marketing and keeping your children safe online. Lastly, in between the last edition and now, we launched our Aspire Magazine blog - a very exciting moment for our team. So feel free to check us out online to keep up with all things Aspire. I would like to thank all of our writers, advertisers and