One of the first questions new models ask is about agency fees. What should you expect to pay? What’s normal? What’s a scam?

The answers aren’t always straightforward, and there’s a lot of misinformation out there. Let me break down how legitimate Australian modelling agencies actually structure their fees.

The Standard Commission Model

Reputable agencies in Australia typically charge 20-25% commission on your earnings. That’s the industry standard.

You book a job for $2,000. The agency takes $400-500. You get the rest.

This is how most agencies make money. They invest in developing talent, building relationships with clients, negotiating bookings, and handling contracts. The commission covers those services.

Red flag: Any agency asking for more than 30% commission is out of line with industry norms. Ask why their rate is higher.

What About Upfront Fees?

This is where it gets tricky.

Legitimate agencies generally do not charge large upfront fees to join their roster. If an agency is asking for thousands of dollars just to represent you, be very suspicious.

However, some fees are normal and acceptable:

Portfolio development: $500-1,500 for professional test shoots. This should result in usable portfolio images shot by experienced photographers.

Comp card printing: $100-300 for professional comp cards. These are essential marketing materials.

Training/workshops: $200-600 for legitimate industry workshops on runway walking, posing, or acting for commercial work.

The key distinction: are you paying for actual services that benefit your career, or are you just paying to be on their books?

The Scam Warning Signs

Some so-called agencies are just fronts for expensive photography packages. They’ll tell you that you’re “perfect” for modelling, then pressure you into a $5,000 photo package before they’ll represent you.

That’s a scam. Real agencies might suggest portfolio development, but they’re not making their money primarily from photo packages. They make money from commissions on your bookings.

The ACCC has resources about modelling scams. The pattern is always similar: flattery, urgency, large upfront payment, vague promises about bookings.

If an agency discovered you at a shopping center or approached you on Instagram, then immediately asked for thousands of dollars, walk away.

What Good Agencies Actually Provide

For that 20-25% commission, here’s what a legitimate agency should be doing:

Marketing you to clients. Sending your portfolio to casting directors, stylists, brands. Actively pushing your name for suitable jobs.

Negotiating rates. Making sure you’re paid fairly and on time. Handling contracts.

Career development. Giving honest feedback about your look, what markets suit you, what skills you should develop.

Industry connections. Opening doors you couldn’t access on your own.

Admin and payment management. Handling invoices, chasing payments, managing your schedule.

If your agency is doing all this, the commission is worth it. If they’re doing nothing except taking a cut when you find your own work, that’s a problem.

Mother Agency vs. International Placement

Some Australian agencies charge placement fees for international representation. This is legitimate but should be transparent.

A mother agency in Sydney might charge $500-1,000 to place you with a partner agency in New York or Paris. That fee covers the administrative work of coordinating your placement, visas, and initial setup.

This should be clearly explained upfront. You shouldn’t discover surprise fees later.

Expenses and Reimbursement

This is where a lot of confusion happens.

Agencies sometimes front costs for things like:

• Travel to castings or shoots outside your city
• Accommodation for multi-day shoots
• Emergency comp card reprints

These are reimbursable expenses, not agency fees. You should get itemized invoices showing exactly what was spent and when it’ll be deducted from your earnings.

Red flag: Vague “administrative fees” or “processing fees” with no clear explanation of what they cover.

The Reality for New Models

Here’s the honest truth: if you’re just starting out, you might not make much money initially, even with a good agency.

You’ll do test shoots for experience and portfolio building. You might book smaller jobs with modest pay. The agency’s commission on those bookings is small, so they’re betting on your future potential.

That’s why legitimate agencies are selective. They’re investing time and resources in models they believe will eventually book well-paying work.

If an agency will sign literally anyone who pays their upfront fee, they’re not operating on this model. They’re making money from fees, not from successfully placing talent.

What About Social Media Following?

Some agencies now offer influencer or content creator management with different fee structures. This might include:

• Higher commission rates (30-40%) for brand partnerships they negotiate
• Monthly management fees for full-service influencer representation
• Hybrid models where runway/print work is standard commission but social campaigns are higher

This is newer territory. Make sure you understand what you’re paying for and whether you could negotiate those partnerships yourself.

How to Evaluate an Agency Offer

Ask these questions:

1. What’s your commission rate on bookings?
2. Are there any upfront costs? What exactly do they cover?
3. What services do you provide for your commission?
4. How do you market your models to clients?
5. Can I speak to current models on your roster?
6. What’s your payment timeline? (Most agencies pay 30-60 days after they receive payment from the client)

Legitimate agencies will answer all of these clearly. Scam agencies will deflect, pressure you to commit quickly, or give vague answers.

The Bottom Line

Standard agency commission in Australia: 20-25%.

Acceptable small fees: portfolio development, comp cards, specific training.

Not acceptable: Large upfront fees to join the roster, vague ongoing charges, pressure tactics.

If something feels off, trust your instinct. Talk to other models. Do research on the agency’s reputation.

Modelling can be a legitimate career, but it’s also an industry with plenty of people looking to exploit aspiring models who don’t know how things should work.

Know your worth. Know what’s normal. Don’t pay for promises.

And remember: real agencies make money when you make money. Their incentive is to book you work, not to collect upfront fees.

If the business model seems based on signing as many people as possible and charging them all fees, you’re looking at a scam, not an agency.

Stay smart. Your career is worth protecting.