We’re excited to introduce you to the always interesting and insightful Nicole Pryor Dernersesian. We hope you’ll enjoy our conversation with Nicole below.
Nicole, looking forward to hearing all of your stories today. It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.
The biggest risk I ever took was starting my business in the first place. I only started it because, as an actor, I was struggling to find television and film representation. So… I started my own talent agency to help move my acting career along by representing myself. And because my friends were having the same challenges, I decided to bring 12 friends along for the ride. It was REALLY scary because I had never worked at a talent agency.
The other scary part was the financial investment. When I started my company, I had just closed a 6 ½ year run performing in The Phantom of the Opera. I had saved a good amount of money and I needed that money to live on since I was living on savings and my voice lesson students. Saying that… I took the risk and decided to invest my savings into this venture. It was a HUGE risk.
How was okay with the risk of investing my hard-earned money on a venture that I knew very little about?!! I was okay because I knew that I was one of the hardest working people I knew, and I wouldn’t let myself fail. I didn’t have another plan. This was my Plan A! Ever since I was a little girl, I knew that I wanted to be successful in the entertainment business. So… I felt that since no one else was helping me fulfill my goals and dreams, I needed to do it myself! So… I threw everything into this venture, learned EVERYTHING I needed to know to make it happen, put a plan together and worked day in and day out to execute that plan.
I was also fiscally conservative from the start. I continued to work my day job, which was teaching voice lessons, both privately and as an adjunct professor at Pepperdine University. I also didn’t pay myself until TWO years after starting the company. I was paying others before I saw a cent. The other important thing I did was to not spend more than what I needed. I kept our costs very low and still do this presently. I believe that if I cannot afford to pay for a new expense (like an office) for a full year without any income coming in, then it is not time to add that expense. I waited until I had enough money saved in our company bank account to afford each new expense for a FULL YEAR (including paying myself) before I added that expense.
Risky moves only feel risky when you don’t have a plan. Even though I was a novice, I worked really hard to execute a well thought out plan. It was scary because nothing is guaranteed. But… I did it any way because I was brave enough to believe that I could make it happen! And the risk paid off – even more than I could have ever anticipated.
Nicole, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I am the CEO and Founder of Firestarter Entertainment, a talent agency based out of Los Angeles, New York and Chicago that represents talent for TV, Film, Commercials, Print, Music and Theater. We just celebrated our 10 year anniversary. I started the company in April of 2023 with only 12 or so clients and now we have over 1200 clients.
I never planned to be an entrepreneur, but the universe had other plans for me. After graduating from Pepperdine University with a degree in music and advertising, I decided to follow my passions of being on Broadway. That dream became a reality when I booked a role in The Phantom of the Opera, becoming the first African American in the long history of the show to play the role of the Confidante.
After performing for 6 1/2 years and over 2600 shows of The Phantom of the Opera, I returned back to Los Angeles where I had hoped to transition as an actress into television and film. My agency at the time did not see that this transition was possible for me and I learned that a lot of my theater friends were having the same trouble.
My husband, being a long time entrepreneur spoke the magic words: “Why don’t you do it yourself?!” And with those words, I decided to start my own talent agency, Firestarter Entertainment. My first clients were my close, personal friends (mostly from the theater world).
And 10 years later, with a lot of HARD HARD WORK, we have made it. I have a team of 17 who support our over 1200 clients who are regularly working in television, film, commercials, print, music and theater. What a journey and I am so grateful to be here helping to make our client’s dreams a reality!
We’d love to hear a story of resilience from your journey.
Starting a company means that you need to build relationships with those in the industry. This was, by far the hardest part for me. People would say that I am an extrovert, but when it comes to business, I am super shy and would like to put my head down and just DO THE WORK. Unfortunately, when you are growing a business, especially a talent agency, you have to do a bit of relationship building as well.
To start building those relationships, I tried so many different things. When I first started my company, I sent a gift to the casting directors that I could find addresses for. I sent a little plastic box with a tiny potted flower with a booklet that included my 12 clients’ photos. On the cover of the booklet was the phrase “Let’s Grow Together!” Not one person wrote or called to let me know that they received my gift, but I did start getting more auditions for my clients… so… I presume it worked! I didn’t have phone numbers or emails for the casting decision makers… which was a challenge when trying to get my clients in the room for auditions. I slowly built up my contact list one person at a time (scrounging and googling my way through). I would try my best to network by working events like Premiers and have my interns create Tip Sheets (a sheet with photos with names) so that I could target the casting directors at those events.
But… I was the WORST net-worker. I always felt (and still feel) so awkward. I remember walking up to a casting director (who shall remain nameless) at a premiere for a movie she cast and I said: “Hello, I am Nicole Pryor Dernersesian and I am the owner of Firestarter Entertainment. We submit on a lot of your projects. We are new agency so I wanted to introduce myself.” All I remember her saying was: “Okay. Nice to meet you.” That was it… I was devastated. LOL. Saying that… now she calls our clients in regularly. I am not sure if my introduction helped.
But… one thing I do know is that you MUST try everything in your power when trying to build your company. I was frightened walking up to people I didn’t know (I still am). But… I am brave enough to try and that is why we are now successful. In addition to being brave, I know that consistent and good work is what has also made us successful. We also represent great actors who show up and do their job.
SO… one thing I have learned is consistent and good work will get you where you are going. I might not be a great net-worker, but I am a GREAT WORKER! So… I show my value through my work… I don’t have to tell anyone how great I am… I show them – SHOW NOT TELL. They see my value in my work! And… that is why we are now successful… and still growing!
How about pivoting – can you share the story of a time you’ve had to pivot?
My entire journey as an entrepreneur was a pivot away from who I thought I was meant to be ever since I was a child.
Ever since the age of 12, I was positive that all I ever wanted to be was a performer on Broadway. Starting my company, I was honestly still unsure that this was not the case. My plan was to start the company, represent myself, book an amazing show, and close the company. The universe had other plans for me. As the company grew… I grew… I changed. I learned that I had an entirely new passion and skill set for business and I LOVED IT! Who knew?!
What I would share with others is to NEVER put yourself in the box. We are all born with more than one gift and if you are open to exploring those other gifts, you may find yourself heading in an entirely new and even more rewarding path. That is exactly what happened for me! I am so grateful that I listed to my husband when he said “Why don’t you do it yourself?” 
Contact Info:
- Website: https://www.nicolepryor.com/
- Instagram: https://www.instagram.com/nicoleppryor/
- Facebook: https://www.facebook.com/nicoleppryor/
- Twitter: https://twitter.com/nicole_pryor
- Youtube: https://www.youtube.com/npryor
Image Credits
Levi Walker