Simon RogersSimon Rogers moved to New York from London when he was 28 to begin his modeling career. About two years ago, he created UglyNY, a talent and modeling agency affiliated with Ugly in London, which is run by a friend. You’ll see photos of his clients throughout the rest of this post.
As Rogers once told The New York Times, UglyNY serves the market for “great-looking people, people who’ve really been hit with the ugly stick, and everything in between.” UglyNY’s recent clients include Clairol, Walmart, and Vanity Fair. Demand for “real people,” Rogers says, is growing — in part because of the influences of reality TV, MySpace, etc. Plus they are often cheaper.
Terence Exodus“Real-people” models are paid “anywhere from a third to half what a professional model would,” reports The Times. Rogers says his models aren’t necessarily cheaper, but aren’t usually booked multiple times by the same client, as professional models are. He explains the driver of model pay:
Bottom line, people pay for what will help them sell. Naomi Campbell may get $60,000 per day, but if the product sells an extra several million because it’s her picture on the box, then she’s worth it. The Maytag guy (big, chubby, balding, middle-aged man) may get $400,000 per year for the same reason.
Jordanna JamesSince Hollywood is cutting back on spending, will “real-people” agencies like UglyNY become more popular? Will there be more ads like Dove’s “Real Beauty” campaign?
Rosanne Guarrara
Jason RomanRogers has agreed to answer your questions about beauty, ugliness, the modeling business, how he avoids offending people when talent-scouting on the subway, and anything else you can conjure. So fire away in the comments section below.
As with past Q&A’s, we will post his answers here in a few days.
Addendum: Rogers answers your questions here.
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. You can also watch it on 
Hi Simon,
It’s refreshing to know that your agency is geared to everyone! I do feel that so many times we compare ourselves to the unattainable model. That’s why I think that Dove’s campaign has worked so well – a person can say ‘I look like that’ and be secure in their looks.
How can a person become one of your clients?
Thanks!
Actually – How can a person become one of your models? What’s your criteria?
Do you go out and find the “ugly people” yourself or do they come to you?
How average can a person be to be considered? Is it either ugly or beautiful, or is there demand for uninteresting. All of the pictures shown are of interesting people to look at.
I like the idea, but the title of “scout”, to me, means that you actively recruit people… So how does that work? What specific things do you look for?
I am not trying to be rude but why do these companies use your services? I mean if they are looking for “real” people then couldn’t they walk outside or go to a place that their target market gathers (assuming that they have easy access to it) and cut out the middleman by just offering the job to people with the look they are after?
It seems to me that the people pictured in the story are much more unique than a square jawed handsome man or a waifish 5’10″ woman. Although the demand would seem to be less in the aggregate, I would think some of these people should be able to command a high price for a particular job – Terrence Exodus is one of a kind – if I needed someone who looked like him for a shoot, I suspect I’d have to pay whatever he asked for – if that is so, why are they paid so much less than a more typical model?
are the folks you represent generally proud to be who they are and what they look like? are they the same mix of diva, those with healthy self-image, and those with low-self-esteem as you would find at a conventional modeling agency, you think? thank you and keep up the great work!