BUSINESS          By Anna Guido     March 13, 2006              Home    

Photographer aims to be integrity model

Agent's Models and actors are all over the world

Monday, March 13 2006

BY ANNA GUIDO | Enquirer Contributor

DOWNTOWN - Jake Lang worked as a fashion photographer long enough to see why some modeling agencies have reputations for making a fast buck preying on young girls' dreams.

The modeling industry is plagued by unscrupulous agencies that charge high up-front fees for photos, registration or consultation and then make unfulfilled promises to find work for hopeful young actors and models.

When Lang opened his downtown Cincinnati agency, Wings Model Management, in 1998, he was determined not to be lumped in the same predatory catagory.

"The modeling business has always had a bad rap, but there's not a business anywhere where everything is done free," Lang said. "I just want to instill honesty in this business, and I think it shows in the successes we've had."

Today, Lang's reputation for professionalism and ethical practices has helped the Kenton County native build his talent base from one model to more than 1,000 models.

And actors who've signed contracts ranging from $500 for one day's work to hundreds of thousands of dollars for one project.

Lang collects from 5 percent to 20 percent in commisisons on the contracts booked through his agency. He gets paid when his models and actors get work.

That was a big reason why Seven Hills School graduate Tiffany Hines signed on with Lang's agency.

Hines, 28, recently landed a starring role in the cable network teen drama "Beyond the Break" - an oppurtunity she attributes to Lang's connections and sterling reputation in the industry.

"Whatever you want, Jake can help you get there," Hines said. "He knows so many people in every market."

Hines' new show - about four girls who want to become professional surfers - is to air in June on Nickelodeon's sister network, The N.

Her success and that of other Wings models and actors has helped change the negative stereotypes that have hurt the local region's reputation as a source of top models and actors.

"I've been extraordinarily impressed with the level of professionalism and abilities of his (Lang's) kids," said Joey Paul Jensen, a Los Angeles-based casting director for the Disney Channel and Cartoon Networ, which broadcast several shows featuring Wing's actors. "It's a reflection of what he (Lang) is doing in Cincinnati."

Lang said he started his agency, in part, because he knew there was a lot of undiscovered talent in the area.

"I lived in New York and traveled worldwide (to Paris, Milan, Los Angeles and other fashion capitals) as a model photographer," he said. "But I rarely saw people from this area. There was a need for me in Cincinnati."

"He started the agency with his own savings and three goals: work locally in the field that he loved, improve the public image of modeling agencies, and improve the modeling industry's image of people in Ohio and Kentucky.

Mission accomplished.

Models, dancers, singers, and actors from Lang's agency have graced the cover's of Cosmo Girl, Esquire, DNR, Teen, Vanity Fair, and Vogue Magazines; appeared in national print ads and television commercials; performed on Broadway; and landed acting gigs on cable network shows, including "Thats So Raven" and "The Suite Life of Zack & Cody."

Lang said his business "has grown tremendously," with annual bookings increasing by as much as 50 percent each year. Lang has models in Paris, London, Germany, New York, Miami, L.A., and Asia, and has 20 or so kids trying out in L.A. for roles in TV pilots.

Lang works six or seven days a week, sometimes 12 or 13 hours a day, arranging transportation and accomodations, sending out resumes, putting together portfolios and talking to clients and agents in all parts of the world.

Leslie Kish, director of operations for the Cincinnati Better Business Bureau, says Wings adheres to principles that define good practice in the industry.

"Legitimate agencies often work on commission, which means they don't get paid until you get work," Kish said. "And legitimate agencies also are engaged in the marketing and booking of talent."

On his office walls are scores of framed photos of his "kids." He has none of his own, but he talks about his clients as any parent would talk about their children. Walking along one wall, Lang shares some quick facts about a few of his models.

Brittnia, now 22, has been on two Vouges (French and Italian editions). She's pretty much been all over. She's in Paris now. Then there's Alison. She's been on Teen and Cosmo Girl. She's 19 now and started with us six years ago.