Agency Profiles

Agency Profile: Micha Models

The newest agency in Amsterdam, one of Europe’s most competitive model markets, Micha Models has a strong board of new faces. In the first of our Agency Profile features, TheOnes2Watch interviews agency director Micha Krijger about her vision and girls she has taken under her wing.

Agency Name: Micha Models
Agency Director: Micha Krijger
Year Opened: 2008
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How did you get into the agency business, and what is your background?
I worked as a model for 8 years, when I finished Corine’s agency approached me and asked if I wanted to start working as a booker. I also worked as a booker in Cape Town for Max Models. After I started my own management agency representing photographers, stylists and hair and make up. I was still scouting, and after a while I realized my heart belongs to the modeling industry.
How many models do you represent?
11
What are the agency’s divisions?
Women only!
First model signed?
Topaze de Vries
Who are your ones to watch?
Dioni, Jenna, Bregje and many others
What do you look for in a new prospect?
Character, character, character!
What is your development process?
After scouting the girls I develop their books. I want the girls to finish school and in the meantime get the taste of modeling by working with the best photographers and making beautiful editorials. In this way they learn about the industry, they learn to pose and will be ready to move to Paris, NY, Milan after school.
What sets you apart from other agencies?
I focus on long-term career development. I believe a good career is one that can last more than one season. Too many girls take the wrong jobs too soon, are overexposed and don’t reach their full potential. I also believe that a healthy mind makes a healthy body. I believe a girl should eat, play sport and finish school. Modeling is after all like a sport… One trains for years to have a one-time opportunity to reach one’s goal. A girl too young and unprepared can sometimes get lost in this industry.
The right attitude can change everything. A girl with drive and personality can sometimes go further than a girl with the perfect face. I always tell my girls to be aware of whom they work with and above all to be polite and to know their limits… I am always a phone call away, any time of the day. They call me mom but I am their friend as well. I also believe it is really important the parents have the feeling there is no such thing as a stupid question. The modeling world is strange to them; we cannot expect them to understand everything automatically.
What other agencies around the world have you formed close ties with?
Women, Place Models, Select, Dominique Models
What do you look for in bookers, agents, scouts, etc. before hiring them?
I want to stay small, I find it really important that I know myself where the girls are and who they are working for. I have to trust the people I’m working with completely… I think Trust is the keyword!
What are the most common ways of discovering a new face?
On the streets of Amsterdam
What’s been an unusual way?
On the Internet
Describe your local market - what type of work is there for a model, who are the biggest clients/photographers?
The Dutch market is quite tough, there are so many great agencies, great models… Everybody is fishing in the same pond. We have got very talented photographers like Fritz Kok, Alique, Dirk Lambrechts, Marc de Groot, Hans de Vries and many others.