Talent agencies tend to be the shadowy, silent counterpart that works in the darkness seeding the teams that go onto to create commercials, editorials, campaigns, films, music videos, and pretty much any production that media platforms and companies require – and our beloved South Africa happens to be a high-demand geographical location for such creative pursuits, favoured by international directors and producers as a physically beautiful country and exceptionally inexpensive pool of talent and teams that can – and do – make the impossible, possible. The conversation around our infancy in this realm – due to the consequences of apartheid and colonialism – is contentious, and we are still very much bombarded with euro-centric beauty and body standards; dictated by the dominance of the northern hemisphere’s hold over trends in fashion, design and creative endeavours. So, industry way-showers like Candice Hatting and Refiloe Gava from Disco Creative + Casting Agency, have played a huge role in challenging our conceptual understanding of what it means to cast human beings into roles and characters, and what it means to recognize talent in creatives such stylists, creative directors, photographers and so on. It would be disingenuous to say that there is no err of superficiality or symmetry-preference when it comes to this industry; but Refiloe and Candice, along with their team at Disco, have worked hard to imbue this space with a deeper sense of authenticity through highlighting, normalizing and providing platforms for a myriad of creatives and faces in the country.
MyFriendNed, which was co-founded in 2009 by Candice, as a non-traditional model agency that embraces a standard of diversity in their approach to representation. Celebrating the idiosyncrasies of their portfolio is one of their stand-out attributes. When MyFriendNed started, Candice was an established casting director. Her direction was noticeably different as she embraces not only talent, but also the less stereotypical models and actors. The talent pool at the time presented the generic look of chiselled bronzed bodies and that hyper-stereotypical character felt too repeated and demand driven – the desired aesthetic was stifling and not diverse enough.
“After 12 years of MFN running side by side Scout’s Honour, our casting studio company, we rebranded Scout’s Honour to Disco Casting. After rebranding to Disco, we made a call to try our hands at expanding that offering to creative representation and production. We felt it was necessary to grow our casting directors and use their skills in other areas. Disco felt like the right place to right a lot of frustration we found in the film industry; an opportunity to represent artists and facilitate a more organic version of production.
Being exposed to so many untransparent and exploitative productions over the years through casting and Ned, we learnt how not to be. We are still learning everyday but we know that what we are doing is offering a softer, more approachable stable. Our sensibility is more empathetic on every level. We offer creative support to artists in time when they need it the most and spotlight artists that are not typically commercial. We want to show work that is as authentic and meaningful as the artists themselves. We’re creating this space and in doing so we want the commercial world to embrace and be inspired by the work we represent. I think what we are trying to do is elevate the industry by example rather than open another cheap and fast agency doing the same thing.” Candice reflects on expanding MFN into Disco; which now hosts some of the leading creatives in the country, including Yonela Makoba, Mavuso Mbutuma and Akim Jardine.
Disco and MyFriendNed have been disruptive forces within the industry – expertly curated and collaborative with creatives, while maintaining a responsive relationship to the clients and companies that essentially pivot creatives in the country towards successful careers. In commenting on whether the change in the industry needs to continue at a corporate level – changing attitudes and values – Refiloe makes a case for the agencies compliance with industry standards that lack representation of diversity; a shocking and consistent occurrence, particularly in South Africa.
“Yes, brands do need to change, but I think agencies need to stop lapping it up just for the buck. They should be making real changes and becoming thought leaders. We need agencies to be accountable when they very clearly are the enablers of thinking that is not socially cohesive. I think and feel that this is a big problem within the industry because essentially the brand communication depends a lot on research, which is not always properly or authentically conducted.”
It certainly feels apt that agencies should take the lead in this respect; as the space that should nurture their teams, fighting not only for their financial recognition, but also the expectations of the industries. We have become so used to the competitive and individualistic mindset that perpetuates in cycles, yet this is in direct contrast to the actual experience of being on a set; it is fundamentally a team-driven effort, toward a unified vision – and thus truly an example of the whole is greater than the sum of its parts. Spaces like Disco, led by women like Candice and Refiloe, instil a sense of hope going forward; for fairness, equality and respect. We love to see it.
