From IG to the importance humor: A chat with Malin Stenborg - NEER Europe Director of Artist Management
“Being an agent means being able to sense a client’s needs. It also means knowing exactly what your artists’ goals are. It’s the art of tying it all together,” says Director of Artist Management Malin Stenborg in her characteristically Swedish straight-to-the-point style.
Malin brings with her over 25 years as an agent. Her work spans across the U.S. and Europe. She has represented high-level fashion photographers, casting directors and creative directors for clients including Burberry, Victoria Beckham, Maybelline, Adidas, Brioni, Laura Mercier, Nike, Armani, H&M, Acne Studio etc.
“There’s been a change. Gone are the days when talent could get away with being rude. Now no one accepts it, thank god. I think it’s important to have fun at work. We’re not doing brain surgery here!” She continues with a laugh. “I ask a lot of questions, and that has helped me to be a good agent. I’m very direct, honest. I don’t fluff. But I always try to be a bit funny, cause we all need to have a laugh”
Her job includes knowing how to make great first impressions with clients as well as guiding talents’ social media strategy.
“When you speak to a client, you only have a short time to show the client what you can offer. That’s why an artist's social media handle is super important,” she explains. “Whether we like it or not, Instagram is as important as your website if not more. Instagram is a representation of who you are … and how you want to be seen as an artist.”
Being an agent means being able to sense a client’s needs. It also means knowing exactly what your artists’ goals are. It’s the art of tying it all together.
Malin works closely with NEER Partner Chandra Feltus and Head of Film and Television Elissa Friedman. She is currently working on expanding NEER in Europe, going to Paris, Amsterdam, London etc to nurture the relationships she already has and to create new ones. “It is nice to be back in to meet some old clients and to hang out with our Europe-based talents. And how can you not love Paris and London! It is very inspiring to be here,” she says.
NEER artists Evangelos Polychronopoulos, Madison McKamey, and Franklin Burger are based in Europe full time. They are highly sought after for their work across the fashion, beauty, and narrative space.
Evangelos Polychronopoulos | Franklin Burger | Madison McKamey
“I like the mix of talent at NEER. Our artists have different styles, age groups, portfolios, and experiences. Diversity and inclusion is huge at NEER too - our talents come from all corners of the world ,” she comments. “Apart from featuring some of the best artists in the industry, NEER also has a sense of family. We are very caring and protective of our artists - which makes all the difference.”
