Today we’d like to introduce you to Joe Lorenzo.
Hi Joe, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I started as an actor but quickly realized that my passion was with casting and talent management. The back story is: I trained in New York and while at a talent convention, I met a talent manager who offered me representation. I moved to Los Angeles while in my early 20s and one month later, started auditioning. I had free time in my day and I don’t like being idle so I asked my manager if I could intern and learn more of the business that’s where I was bit by the bug, not the acting bug, the management bug! After working a year for “my manager”, I left and started my own company, Joseph Michael & Associates. Ironically I had no associates, LOL, it was just me in my small apartment, working 18 hours a day to push my clients. I successfully secured clients on soap operas and prime time television, which led me to be able to get an office and hire an associate. It then grew from there. In 2006 I changed the name of my company to Society Entertainment as I moved into Casting and Producing. In the 20 years, I have been in the entertainment industry, I have managed actors, cast and produced film projects, and now since 2017, my focus is solely on youth actor development with Society Performers Academy. I still enjoy guest speaking and have a helpful industry talk show type of podcast called “Society Talks,” available on all major podcast platforms.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
Nothing with entrepreneurship comes easy. I’ve hit some roadblocks here and there, made mistakes, and I wouldn’t change that for anything. I am a firm believer that you grow from your mistakes. If you aren’t making them, you’re either not working enough or playing it too safe. It is incredibly hard to foreshadow this business. There is no crystal ball and we have no idea what the trends will be down the road. It is very much an ever-evolving business. I love it! It’s thrilling and it always keeps me on my toes.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Society Performers Academy trains youth (actors, models, singers, dancers) to maximize their skills and talent. We showcase that talent to talent agents, casting directors and more. We have 15 plus coaches online and in person/ in studio, teaching over 50 hours a week. I love to watch young people work hard and achieve their goals. My most proud moments are always gratitude the parents and kids show us. Sometimes the management side felt like a thankless job. Some talent wasn’t always grateful or maybe didn’t even know how hard you worked on their behalf because it was behind the scenes. That is not the case with Society Performers Academy. Kids and parents see first hand the work we put in daily, hourly with them, as a collaboration. What sets SPA and myself apart from others is the integrity and quality control we maintain. We are very family-oriented and have a personal connection with each client and their families. My staff and I always return emails, texts, calls, etc. We truly work hand and hand with each parent and performer. In doing so we have achieved the most and best reviews over any other company of the same kind (we’ll pause while you google Society Performers Academy).
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
This industry is very hard to predict trends and foresee the future. Myself and Society Entertainment are constantly evolving with the industry as we embrace what’s trending and the technological advancements that happen, as they happen, to create new trends. TV and film is ever-evolving and we such must too. As trained actors, we are used to becoming part of our environment, whatever that is, every time!
Pricing:
- Performers can attend online 5 hours of training a week for 1 month for a very low competitive rate of $295.
Contact Info:
- Email: [email protected]
- Website: https://www.societyperformers.com/
- Instagram: https://www.instagram.com/societyperformers/
- Facebook: https://www.facebook.com/SocietyPerformersAcademy/
- Youtube: https://www.youtube.com/c/SocietyPerformersAcademy
- Yelp: https://www.yelp.com/biz/society-performers-academy-upland-2
