New Representation with Picture Matters
April 20, 2023
Super excited to announce a new representation relationship with Sherwin Taghdiri at Picture Matters in Los Angeles. Sherwin has several decades of experience in advertising and a roster of other very talented artists. In our initial meeting he and I quickly recognized we share a similar outlook and approach to prioritizing relationships and I'm excited for you to meet and also get to work with him.
Here's a bit of insight on Sherwin and his approach to representing commercial artists and supporting the advertising industry overall from a recent Q&A we sat down for.
T: How long have you been representing commercial artists?
S: I've been working in this industry since 2001, when I started as a rep under the previous owner, Jean Gardner, who had been in the advertising/printing industry for about 20 years prior to me joining.
T: What do you find most inspiring about your work?
S: Definitely the people I work with! At the core, this is a "people business." I get to work with talented artists hand in hand and bear witness as to how they create amazing imagery. Additionally, I enjoy learning about the innovation within the industry, specifically how the business model reacts and adapts, while watching technology shape how we all work within it simultaneously. Then there is the ad agency side, where we get an inside look on how creative teams come up with really cool and unique concepts, which in turn, our artists have the opportunity to bring to life. This whole process is fascinating and inspirational, as I get to witness creativity evolve from an idea to living as an image.
T: What do you find most challenging about working in the advertising industry?
S: Lately, I think the most challenging element is trying to figure out where the industry is going in terms of content creation, where it's all living and how people access it...with one of my most significant challenges being how to find ways to grab creative people's attention and persuade them to collaborate with our artists. Our secondary challenge working within the advertising production industry is being able to adapt to new technologies and mediums quickly. Advertising is an ever-changing industry, and we need to be able to stay on top of new trends and tools in order to remain competitive and create cutting-edge work.
T: Where are you from?
S: My parents are originally from Iran. They came to the US back in the late 60's and my dad attended Temple University. My older brother and I were born in Philadelphia and moved to Southern California when I was about 1 years old. Unfortunately, due to the political climate in Iran, I have never been myself, but hopefully one day.
T: What's your optimal big picture on how artists and agents should work and support one another?
S: That's a great question about the big picture, and an important one too! Fortunately it's not an incredibly difficult one to answer, as I have amazing relationships with my artists, so maybe it's best to elaborate on what those look like. I think the first step is to make sure we see eye to eye on our expectations, goals, plans, etc., while maintaining mutual respect and an open and honest communication line. This probably all goes without saying, but some people forget how that simple part makes a huge difference in the relationship.
T: What's your Superpower?
S: I think my "Superpowers" are two fold. First, I have efficient and attentive work habits that are rooted in customer service. I provide honest, quick and friendly collaboration when working with clients. Staying calm, rational and understanding makes life a little easier on them (and me)...even when they have the unfortunate task to deliver disappointing news. This aspect is important to me because I always want them to come back to us for future opportunities. This is also crucial when I'm working directly with you, the artist. To have the ability to absorb the information given from the agency and /or client and relay that to you accurately is essential when working together, as I'm usually the initial point of contact. Secondly, I tend to have a chameleon like personality that can match the energy of whoever I'm working with, while being attentive, knowledgeable and an effective communicator. This trait tends to keep everything moving along smoothly and efficiently in a relaxed manner.
T: What else keeps you busy aside from being an agent?
S: Currently my kids & family life! Before that I would have said travel, friends, family, exercise and simply all kinds of experiences, but as of 2 years ago, my free time was about 95% devoted to family.