Behind the Scenes with Tiffany Yich

Curious about the journey behind someone's career success? Ever wondered about the minds shaping the content you watch? Personally, I find myself constantly wanting to understand the 'how' and 'why.' This curiosity has not only propelled my own professional growth but has also forged invaluable connections and unveiled some secrets of the trade.

And now, it's led me to launch a new series of interviews in this newsletter. These individuals, whether collaborators, mentors, or silent inspirations, have left an indelible mark on my journey and I’m stoked to share a deeper look at what they do.

Let's dive into the stories behind the scenes, this time with Tiffany Yich, an on the pulse agent working with some of the best artists bringing projects to life via Redeye Reps.

Tiffany, thanks for taking the time to answer ALL these questions! Let’s dive right in with breaking down what it IS that you DO?

Being an artist rep isn’t so different from being in sales and marketing. In my day to day, I am often working on marketing and outreach for my artists-- whether that be finding and introducing them to photographers, production companies and direct to clients or working on their portfolios/websites. And while they get to be creative on set, my job is mostly behind the scenes handling all the negotiations, contracts and scheduling of their calendars. So, what does a rep do for an artist? In short, we handle the business side of their careers so that they can focus on bringing their creative vision to life for each project ;)

How did you start working in your field? I know it’s not always a linear path, and I love hearing how people land where they are.

Funny enough, I’ve been in representation since the start of my career, so it was quite a linear path hahah. When I graduated college, I went into the modeling industry as an assistant to a model agent. Within a year of being an assistant I was promoted to a Jr. agent and started building up my client list and booking models on jobs. It was a fun gig for a girl in her 20’s and I loved getting to work with my favorite brands. After about 4 years I realized that I wanted more of a hand in the creative process and made the lateral shift to the photography and styling side of things. I’ve always enjoyed collaborating with photographers, so I thought, why not? Fast forward to now and I am gratefully still doing the same job I love, and I get to work with the coolest folks! Couldn’t ask for a sweeter career!

Of all the shoots you've been involved in, are there one or two that stand out? What made them particularly memorable?

As a rep, we are our artists’ biggest fans!! So, of all the campaigns I’ve been involved in, the ones most special to me are the ones that fulfill my artists the most creatively. From 2024 I am particularly proud of Gabriela Cobar’s commercial with Liquid IV for their new sugar free raspberry lemonade flavor. She had the challenge of building out 5 incredible sets in such a short amount of time—her work ethic and problem-solving skills never cease to amaze me! It was probably one of the larger scale shoots she has done, and she absolutely crushed it.

Another shoot I really love was Jessie Jamz’s Bruichladdich campaign. The wardrobe styling really allowed Jessie’s quirkiness to shine in these playful, baby blue, monochromatic worlds.

What do you look for when bringing talent onto your roster at Redeye? Is there a specific creative voice, work ethic, or personality trait that stands out?

Because Redeye is a boutique agency, we do look for artists that have a distinct voice and vision. Our goal is to be a destination, so when clients have a creative brief in mind, it is very clear who they want to work with on any given project. We also pride ourselves in working with the best people who are fun to have on set, and the best at their craft. And like any relationship, good communication with our artists is key :)

How do you approach pitching artists for different projects?

I like to pitch artists that are a creative match for the project. For example, does the job require a lot of technical knowledge? Does it require a lot of set ups and needs someone who can do things quickly or with a tight budget? Every artist differs in what they can do best or how they approach jobs, so it really depends on each creative and the budget etc.

So glad I get to work alongside you Tiffany, thanks again. ‘Til next time!