All You Need to Know About Commercial Modelling in Kenya

The modeling industry is vast, offering opportunities in diverse niches such as runway, fashion, editorial, and commercial modeling. Among these, commercial modeling stands out as one of the most accessible and lucrative fields. In Kenya, commercial modeling continues to grow as brands increasingly turn to relatable models to represent their products, services, and campaigns.

If you’re new to the modeling world and unsure where to start, commercial modeling might just be the right avenue for you. In this comprehensive guide, we’ll cover everything you need to know about commercial modeling in Kenya, from understanding its definition to actionable tips for success.

What Is Commercial Modeling?

Commercial modeling involves the use of models to promote products, services, or brands to a wide audience. This type of modeling appears in a variety of platforms, including:

• TV Advertisements
• Billboards
• Magazines
• Online Campaigns
• Catalogues
• Product Packaging

Unlike fashion modeling, which often requires specific physical attributes, commercial modeling is more inclusive. It’s about relatability, personality, and the ability to connect with an audience. Brands want models who can represent their products in a way that feels natural, credible, and approachable.

For example, when you see a friendly face in a Safaricom ad or a family featured on a Brookside Dairy billboard, you’re looking at commercial models.

Why Is Commercial Modeling Popular in Kenya?

Commercial modeling is one of the most accessible niches in Kenya’s modeling industry because it doesn’t impose stringent physical requirements. Models of all ages, sizes, and backgrounds can find opportunities in commercial modeling, depending on the brand’s needs.

Additionally, the growth of the advertising and digital marketing industries in Kenya has created increased demand for models. Brands in sectors such as telecommunications, fashion, beauty, and even FMCG (Fast Moving Consumer Goods) frequently hire commercial models to engage their audiences.

How to Become a Commercial Model in Kenya

Entering the commercial modeling industry isn’t a matter of chance—it takes effort, strategy, and dedication. Here are key steps and tips to help you get started:

1. Understand the Requirements

One of the key advantages of commercial modeling is its inclusivity. Unlike fashion modeling, which often has strict height, weight, and age requirements, commercial modeling is open to:

• All Ages: From children to senior citizens, brands need diverse models for various campaigns.
• Different Body Types: There’s no “perfect” size in commercial modeling—brands want people who resonate with their target audience.
• Varied Backgrounds: Whether you’re a college student or a professional in your 40s, there’s room for everyone.

However, while there are no rigid physical requirements, confidence, versatility, and good communication skills are non-negotiable in this field.

2. Build a Strong Portfolio

A standout portfolio is your ticket to landing commercial modeling jobs. Think of it as your visual resume—it should showcase your versatility, personality, and ability to connect with an audience.

Tips for Creating an Impressive Portfolio:

• Invest in Quality Photos: Work with a professional photographer to capture high-quality headshots, full-body shots, and candid images.
• Show Relatability: Include photos that depict you in everyday scenarios, like using a product or engaging with people.
• Keep It Clean: Use simple, natural backgrounds that draw attention to you rather than distracting the viewer.
• Highlight Your Range: Include photos that demonstrate your ability to play different roles—whether it’s a business professional, a happy parent, or a trendy young adult.

Your portfolio is what agencies and clients will evaluate first, so ensure it reflects your best attributes.

3. Get Representation from a Modeling Agency

While you can pursue opportunities independently, signing up with a reputable modeling agency increases your chances of finding work. Agencies act as intermediaries, connecting you with brands, handling contracts, and negotiating rates on your behalf.

Tips for Choosing the Right Agency:

• Research: Look for agencies with a proven track record in commercial modeling, such as Surazuri, City Models Africa, or Legacy Star Agency.
• Check Reviews: Speak to other models or read online testimonials to gauge the agency’s reputation.
• Avoid Scams: Be cautious of agencies asking for exorbitant upfront fees or making unrealistic promises.
• Understand Their Terms: Before signing a contract, ensure you understand their commission structure, responsibilities, and expectations.

4. Sell Your Personality

Commercial modeling isn’t just about looks—it’s about personality and relatability. Brands want models who can connect with their audience and convincingly represent their products or services.

How to Sell Your Personality:

• Be Friendly and Approachable: Brands look for models who exude warmth and authenticity.
• Communicate Effectively: Good articulation and confidence are crucial, especially for TV or video advertisements.
• Show Versatility: Demonstrate your ability to adapt to different roles, whether it’s portraying a cheerful consumer or a professional in a corporate setting.

5. Invest in Yourself

Like any career, commercial modeling requires upfront investments to succeed. Be prepared to invest time and money in building your brand.

Areas to Invest In:

• Professional Photoshoots: A strong portfolio requires professional, high-quality images.
• Grooming: Maintain your physical appearance with regular skincare, grooming, and exercise.
• Acting or Public Speaking Classes: These can improve your confidence and ability to communicate effectively during auditions.

6. Be Patient and Persistent

Breaking into commercial modeling takes time. Don’t expect to land a major campaign overnight. Start small, gain experience, and build a reputation in the industry.

How to Gain Experience:

• Volunteer for Projects: Offer to model for startups, local businesses, or upcoming photographers.
• Participate in Auditions: Attend open casting calls and auditions to gain exposure.
• Network: Build relationships with photographers, stylists, and other industry professionals who can recommend you for opportunities.

7. Understand the Kenyan Market

Kenyan audiences value authenticity and relatability. To succeed as a commercial model, you need to understand the cultural nuances and preferences of the local market.

What Kenyan Brands Look For:

• Relatability: Models who reflect the everyday lives of their target audience.
• Diversity: Kenya is a multicultural nation, and brands often seek models who represent different ethnic groups and regions.
• Confidence: Whether in photos or videos, your ability to express confidence will make you stand out.

8. Know Your Worth

In Kenya, rates for commercial modeling can vary widely depending on the client, campaign, and your level of experience. When starting, focus on gaining experience, but as you build your portfolio and reputation, learn to negotiate fair compensation.

How to Determine Your Rates:

• Research Industry Standards: Speak to other models or agency representatives to understand typical rates.
• Consider the Project Scope: Longer campaigns or those requiring travel may warrant higher pay.
• Don’t Sell Yourself Short: Once you’ve gained experience, confidently negotiate for rates that reflect your value.

Challenges in Commercial Modeling and How to Overcome Them

Like any career, commercial modeling has its challenges. Here are some common hurdles and how to navigate them:

• Rejection: Learn to accept rejection as part of the process and keep moving forward.
• Exploitation: Protect yourself from scams and unethical contracts by working with reputable agencies and seeking legal advice when needed.
• Competition: Stand out by consistently delivering high-quality work and maintaining a professional attitude.

Final Thoughts

Commercial modeling is one of the most rewarding niches in Kenya’s modeling industry. Its inclusivity makes it accessible to a wide range of individuals, and the opportunities for growth and earning are abundant.

By building a strong portfolio, investing in yourself, working with reputable agencies, and selling your personality, you can carve out a successful career in commercial modeling. Stay patient, persistent, and professional, and you’ll be well on your way to making your mark in this exciting industry.