We’re excited to introduce you to the always interesting and insightful Lorna Rainey. We hope you’ll enjoy our conversation with Lorna below.

Lorna, looking forward to hearing all of your stories today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

This is a multi-layered story but I will begin at the beginning. My Mom was one of the Top Models in Brooklyn and my Dad was a Jazz pianist. They were my introduction into the entertainment industry. But it was not my first true calling. I was (and still am) a nerd who loves to read, learn different languages and communicate. So, I really wanted to be a translator at the U.N. Although I spoke English and one other language fluently, I didn’t have the third language which was a requirement. Through an introduction, I met the man who would become my husband and by then I was involved in the industry as an actress, model, radio DJ and Voice-Over professional. I had a very successful career. He didn’t want me to pursue it any longer. Women need to be who they are. But it took me years to learn this as I let my career go and worked behind the scenes . So I became a ‘booker’ at an agency on Long Island. Unfortunately this agency was not legitimate and the NYS District Attorney was looking for ways to shut them down. As long as I was there fulfilling my job description and finding jobs for talent here and there, the company was allowed to stay open. But the owner decided to change my job description and ordered me to sell portfolios. I quit! On my way out I took some of the headshots along with me. I stopped at a Staples on the way home to buy some office supplies. I went home, started The Talent Express and have been in business since 1991,

Lorna, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

The Talent Express is a boutique talent management company. We represent a number of people in the entertainment industry. These include actors/actresses, models, voice-over announcers, hosts, youth and senior talent. Our talent can regularly be seen on TV, in commercials, print as well as heard on any number of radio spots across the U.S. One of the things I am most proud of is that the company and I have survived through some very difficult times. During the Union strike in 2000, recession back in 2008 and most recently COVID, it has been challenging. And through it all, the talent remain a constant refrain in my head as they try to achieve their dreams no matter what.
Another thing I am immensely proud of is that, as a woman of color, I understand how, aside from politics, show business is an arena which can effect change. When I first began in 1991, I had to first cultivate casting directors would call on us for our talent. Then I had to gain their trust. The casting calls would inevitably always be Caucasian only. Over time, I began to suggest other ethnicities for the non-specific roles. I continued to do that diplomatically until they began to allow me to send a few other types in for the auditions. Usually they would give us 5 spots. So I would ask if I could send one person of another ethnicity. The clincher came one day when they allowed me to send an Asian actor in for a principal role in a TV commercial where the client had asked for only Caucasian submissions. The Asian actor booked it and from then on, they would ask for a few other types and the doors of opportunity began to swing open a little bit. That happened several times on all types of projects. So now, when I see a range of races in TV and film projects, I know that I helped make that happen.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

The entertainment industry for how large and expansive it is, is really very small. It’s the 6 degrees of separation. Everyone knows someone who knows someone b/c honestly that is what makes our industry what it is. It’s how stars are made and careers are launched. It’s because of this very aspect that The Talent Express has become successful. Once you have been in the industry a while, people know who you are even if they don’t know you personally. So, the best thing to do is communicate with people. In spite of everything else, this is a people business. I try to get to know people and once I do, I try never to disappoint them. I pride myself on doing business the right way, to stick to deadlines, to be creative and innovative while still following protocol. I think what has made us successful is our personal approach and professionalism.  l work hand-in-hand with our two associate managers, Anastasia René and Evelyn Francisco, who maintain the same degree of motivation and passion for the success of each client individually and the company as a whole. A focus-driven, like-minded cohesive team is essential for the survival and growth of any company. And lastly, a talent management company is only as good as the talent it represents. We have an exceptional and diverse roster.

Do you have any insights you can share related to maintaining high team morale?

Everyone takes their lead from the person at the top. I try to maintain a positive attitude. I reach out to the associate managers just to see how they are and I do the same thing with our talent. One of the hallmarks of our company is our communication. We endeavor to stay in touch with our people and invite them to reach out to chat or if there is any issue. I stress that we are all a team, a family and try to keep that spirit of togetherness going through our social media posts. We celebrate each other’s bookings, birthdays, and signings. We stress that no one is in competition with anyone else and toward that end, because we are management and can operate a smaller roster, we don’t sign people of the same type. For example…we don’t have 5 blonde, 20s female actresses on roster. This keeps the feeling of competition at a minimum. Each person is important and unique.

Contact Info:

• Website: www.thetalentexpress.com
• Instagram: thetalentexpress
• Facebook: The Talent Express
• Twitter: @talentexpressny
• Other: I also have a second company which is a subsidiary of The Talent Express named Rainey Film and Media LLC That website is raineyfilmandmedia.com We are also listed/ranked on IMDb.com as Talent Express

Image Credits
Lorna Rainey – promo headshot by Paul Greco