11/10/2017
And why it's not what you think.

Words by

Alyce Cowell

Like YouTube stars, full-time fashion bloggers and those people that work from cafes during the week, the influencer manager is yet another elusive job title that has us staring jealously and wondering “what the hell do you do all day?”

Genevieve Day has one of these jobs, and although her friends think she goes to brunch all day long (I hear ya sister) the truth is actually far more… work-heavy.

As the founder and director of talent agency, Day Mgmt, Gen is responsible for the careers of a bunch of bloggers, models, actors and media personalities that you probably already follow on Instagram – think Tully Smyth, Jess Alizzi and Sam Wines. 

Still confused? Maybe we should just let Gen explain.

OK, so what does an influencer talent manager do?

Basically, I arrange sponsored collaborations between fashion and lifestyle brands, and my influencers. This mainly involves a whole lot of emailing, as well as negotiating deals and managing the execution of social media collaborations. 

It’s a very millennial job – one that didn’t exist when you were growing up. Why did you start Day Mgmt?

Growing up, I either wanted to be a vet or a journalist! My background is in public relations, where I noticed the digital landscape shift before my eyes with an increased focus on social media and influencers. At this time, there were only a handful of agencies working as talent managers and I saw a gap in the market – especially here in Melbourne. So in May 2015, I started Day Mgmt and I haven't looked back since.

Where do you think this industry came from? Is it because we can’t put down our phones?

The industry is definitely a result of us all being social media obsessed. It's a combination of voyeurism with a bit of narcissism and a lot of consumerism. 

What do your family and friends think you do all day?

I'm not convinced my family or friends know what I do for a living. People see Instagram posts of brunch meetings and attending events and think that's what my job entails. What they don't see are the many, many hours spent behind-the-scenes making the magic happen. 

What do you really do?

The reality is that I'm on my phone and emails 90 per cent of the day. There is no 9-5, and in a digital world it's almost impossible to switch off.

In the mornings, I'll jump online and respond to collaboration enquiries before having a company work in progress meeting to ensure all our jobs are on track. From there, I'll have a few conference calls with talent and brands, and then jump back on the emails. I might have a working lunch or attend a product launch in the evenings to break up the laptop time, but most of my days (and nights) are spent communicating with all the stakeholders involved in these collaborations. 

What is it actually like managing bloggers, models and actors?

It's a lot more complicated than people think! There are a lot of factors and layers that go into every collaboration, and there is no cookie-cutter approach – every influencer has a particular method to the madness of how they like to operate, so we have to be agile and accommodating. 

What do you think brands look for in sponsored content or ambassadors? 

Authenticity and engagement. Beautiful imagery is a must, but also having a distinct style that will stand out – especially in a market that is so saturated. 

Haters gonna hate, right? What do you say back to those that believe bloggers and Instagram stars are getting a free ride?

I'd tell them to have a look at all the hard work that goes on behind the scenes.

It’s risky territory with the digital landscape changing all the time. Do you think this industry is a phase or here to stay?

While Instagram continues to develop its business offerings, I think it's here to stay. As social media promotions are increasingly being recognised and regulated, this only proves it’s an effective mode of advertisement. Since running Day Mgmt for just over two years, I've seen brands devote more and more of their ad spend to social, and larger corporate companies coming to the party as well. 

What’s next on the horizon for the talent industry?

There has definitely been a shift to the micro-influencer with larger engagement percentages, and a push for video content, but it'll be interesting to see what comes next.

daymanagement.com.au

Leave a comment

Related

Anyone who says moving out is the best is, really, a big fat liar.
From the rawness of heartbreak, to a place of renewed strength.
How to turn a stranger into someone worthy of #bae
On NYC, Panorama Music Festival and Brazillian poetry.
On music, long-distance relationships and supporting local talent.
A glimmering record full of love and heartbreak.
Home hangs with Emma and Alice.
We hang at home with the two best friends.
The 'fashion trend' is dead. Instagram killed it.
Think of it like making better friends with the labels you already love.
No fashion week should be without a good hair director.
Talkin nail polish, EPs and the possibility of a Killing Heidi Reunion.
A little West Coast act doing big things.
Inspired by the not-so-nice stuff about being a woman.
If you’re grappling with self-hate, this is my message to you.
"At least I can take really awesome pics of my shoes..."
I didn't want this to be a hate letter....
To those doing Christmas from the other side of the register.
Meet the label prioritising social responsibility.
And other handy job application tips.
An in-depth look at the woman behind the label.
Does anyone even really like the Yeezy Boost?
A definitive guide to Adelaide's most Insta-worthy spots.
That time I tried Tinder for 24 minutes.
Because it’s harder than it looks.
We get to know one of Melbourne's busiest musicians.
Follow these steps and you’ll officially be a blogger, just like everyone else.
LA does alright, if you do it right.
"Luxury activewear gives those who can afford to wear it a sense of moral superiority."
What it’s really like growing up in a cosmetics empire.
Talking M&M’s in ice-cream and Skittles in vodka.
Some little known but big shot jobs in the industry.
The street style is fierce in Sydney.
Calling all uni students/fashion lovers/trend spotters/social media addicts.
Fascinated and a little intrigued, we quizzed the duo behind the Spanish label.
Mim and Liv NERVO have taken the world by storm.
Melbourne's fun new jewellery label tells us what's up.
Because pun-derpants are the best idea.
Rumy Neely has launched her own line, embodying her personal style.
Taylor Swift tells ASOS Magazine the life lessons she’s learnt.
Nostalgia for the ‘80s and an appreciation of Aussie culture— Client Liaison evoke a corporate narrative, to the point where I...
If you’ve spent time on any fashion website during the last five years – which is pretty likely – then you have encountered Julia...
"THE SCHEDULE HAS CHANGED. I'VE GOT COURTNEY LOVE ON HOLD. CAN YOU SPEAK TO HER IN 30 SECONDS?"
We hit up Joey and Rob from ELEVEN Australia for some insider tips, nifty tricks and picked their brains on how they made it in...
When you hear the words ‘Swedish folk music’ the first image that jumps to mind is probably men in tiny green overalls yodelling...
We chatted to Kelis about her line of sauces, the Kelis food truck at SXSW, what she loves most about fashion and of course her...
We love the internet, especially the endless hours of shopping fun it provides us.
LA born BANKS has been capturing global attention. We caught up with her to chat songwriting, messages from the universe, and why...
We chat to Lily Allen ahead of her Australia tour Splendour in the Grass headline appearance
Stevie Dance’s story is pretty much a fashion industry fairytale.
Benefit Cosmetics summoned beauty bloggers court - for being too sexy
Desert Designs might just be the most inter­est­ing design col­lab­o­ra­tion going around.