About Us

About Avenue Management:
Based in London, Avenue Management was founded in 2018 by performer Alan Mehdizadeh (Billy Elliot the Musical, Kinky Boots the Musical) & businessperson, Sarah Marr.

The 'Avenue' team currently consists of:

Alan Mehdizadeh (Head Agent): Alan handles the day-to-day operation of the agency, maintains his own list of clients, and continues to strategise the ongoing growth of the business.

Adam Lacey (Associate Agent): Joined the agency in September 2021, Adam is currently in the process of forming his own client list, and also provides general support across the business.

Sarah Marr (Finance & Operations Manager): Sarah provides administrative support to Alan & Adam, and is responsible for the financial, legal, and operational side of the business. Sarah also looks after a very small list of specific clients.

Between the three, the agency ensures a fully-functional, ever-present, experienced and efficient service for both our clients, and for the many (over 200 in 2021 alone) casting directors and production teams we work with on a daily basis.

The mission of Avenue Management is to create not just a productive talent agency, but to provide a personal, understanding, proactive ‘home’ for the artists we proudly represent. 
With a deep grounding in the entertainment industry dating back over 30 years (Alan started working at the age of 8), Avenue Management understands the concerns and needs of our clients. We know that artists want (and need) an agent who is more than just a business contact. Our aim is to provide each and every one of our clients with a personally tailored and transparent career path. We aren’t here to just ‘tick boxes’ and wait for the phone to ring. We are here to maintain an open dialogue with our clients, to understand where they would like their career to go, and to use our knowledge and experience to set out an attainable career path. 

Reasons to join Avenue Management:

Experienced Representation
You will always be represented by experienced, dedicated, hardworking industry professionals. Alan has made contacts in virtually all areas of the entertainment industry through a varied and successful career, ranging from the West End to TV Commercials, from Shakespeare to Music Videos, from touring comedies to Pantomime.

Our team also have extensive experience in recruitment, an impressive record-breaking history in sales and have enjoyed huge success in people management. These attributes ensure that you will be represented by someone who not only understands the day-to-day working of the entertainment industry and what it’s like to be an artist in today’s challenging environment, but also by someone who also has a firm, provable history in various sectors of business and contract negotiation who is able to ensure that all areas of a client’s career are taken care of in a detailed and efficient manner. We feel it’s vital that you are represented by someone who has ‘been there’, and ‘gets it’. As you will be represented directly by the owners of the agency, you will never find that your career is being 'taken care of' by an employee. At Avenue Management, your career is our career. We don't work for anyone else, we only work with you. You will always be welcome to call, email, text, FaceTime, or drop by the office. If you need to talk, that's what we're here for. We mantain constant, and open communication with our clients so that they can feel involved in their career. We don't believe a client works for us, or that we work for our clients. We work together, toward the same goal; fulfilling your career potential, and supporting you as an artist, and as a person.

Honest Representation
We operate as a fully transparent agency. That means we are honest, open, and clear with clients, and potential clients. We don't boast that we're based in an impressive West End office, whilst all the while working out of our kitchen in Majorca. We don't hide our client list (we believe clients should know who else is looked after by their agent). We don't insist on tight deadlines to sign a contract with us. You come first.

We are based in West London, our client list (and number of clients) is fully visable, and we offer all the flexibility we can when signing clients (you have to be comfortable, secure, and confident- not rushed). 

Be an Individual
All of our clients are seen as individuals. We realise that with some agencies, it’s very easy for a performer to get lost in a sea of headshots and Spotlight profiles, or be passed over for more ‘established’ clients. The term ‘small fish in a big pond’ can so easily become a reality, and at Avenue Management, we believe every client deserves an agent who is working in a proactive, robust, and efficient way. We consider ourselves to be more of a boutique agency, thus, we will never fill our books with dozens of similar performers. At Avenue Management, we get to know every one of our clients. We know what makes them special, we know what they do, and we will submit you for each and every role you fit (not just those we know you’ll get). No client will be treated as more important than another, and we will never favour one client over another.
We also think it’s vital that no client is ‘pigeonholed’ or type-cast. A common concern for actors when joining an agency is “will I be seen as just one type of performer?”, the answer to that question is; not with Avenue Management. We have clients who work on TV, film, theatre, commercials, and more. We believe an actor is someone who is paid to pretend to be someone else. Thus, they shouldn’t be treated as a one trick pony, but rather as a professional who can do a variety of work. Although you may have trained in one discipline or medium, where possible, and where you feel comfortable, we will always strive to find you work that is maybe slightly outside your comfort zone. You may leave training expecting to work in musical theatre, or Shakespeare, but that doesn’t mean you can’t play the lead in a new US TV series. Keeping an open mind, and believing in our clients is key to their success. Whilst some large agencies tend to keep people in tidy little boxes, we believe your only limitation is you. We also do not believe in 'dropping' clients if they haven't worked for a period of time. If you go through a 'quiet spell' we will embrace you, and work with you to find ways to move through it. We have a strong policy of not signing dozens of graduates each year, and then releasing those who don't work. We are as committed to your career as you are. 
No Pressure for Low Paid Work
Acting is not your hobby, it’s your livelihood, and it’s ours too. We will never pressure a client to accept a low-pay/no-pay contract unless it’s something they are passionate to do. You need to pay the bills, and we know you can’t pay the rent with “but it was a really good experience, and loads of important people saw it”. You work hard, and we want you to be rewarded for that work (creatively and financially). You will never be made to feel bad for turning down an audition, or a job, and you will always be supported on the path you take.
Contract Negotiations
We will always endeavour to negotiate and work with producers and casting directors to make sure you are paid fairly, and in line with (or above) industry standards. We have a solid understanding of how wage structures and budgets work, and we know what is fair and reasonable. We will always work in your best interests. We represent you, and your best interests, you will always be our priority.
Finding the Work You Want
You will never be told to go to an audition for a project you are not interested in (regardless of the project), and you will never be treated unfairly. We want you to want the work you audition for, and if you don’t feel confident in a project, you won’t be pressured to attend an audition. Honesty is key at Avenue Management we want everyone to be happy. We are always on the side of our clients. Likewise, if you decide you want to take low-pay or even no-pay work, we won’t try to put you off for financial gain. Your career, and happiness are the priority.
Proactive Approach to Client Protection
We manage detailed databases to ensure you always get paid for expired usage on projects such as TV commercials. We know that quite often usage expires but the campaigns do not get removed, (especially in a world where online material is common), we check periodically that your work is not being used beyond the agreed contract, and when it is, we work to ensure you are paid fairly, and promptly. We know actors are missing out on thousands of pounds through exceeded usage, and at Avenue Management we work to ensure that is never the case for our clients.

Self-tape Shooting Service

Over the past few years, the demand for self-taped auditions has increased significantly. In recognition of this, and to offer our clients continued support, we offer a free self-tape shooting service, exclusively for Avenue Management clients. The service includes an audition reader, shooting, basic direction (where requested), editing, and sending/uploading of tapes. This service is offered wherever possible to ensure agency clients can have access to experienced assistance in shooting and sending high quality, stand-out self-tape auditions.

Extended Operating Hours
We feel the entertainment industry is more than a 10-6, Monday to Friday business. Unlike many agencies, we are happy to deal with client needs outside of general office hours. If you’re working, so are we! In our opinion, it is important to be reachable, and proactive, outside of regular business operating hours. We don’t want our clients to miss opportunities because we aren’t happy to answer the phone or read an email after 7pm! You will always have access to your agent, and not only to an assistant.
Understanding Personal Circumstances
We realise your personal circumstances can change, and when life throws you a curveball, we will always work with you to find a solution that works for everyone. We understand that there may be brief periods where you are unable to attend auditions, or times where you can’t work in the entertainment industry at all. We will always be happy to discuss and understand these times with our clients, and to help them find a solution they are comfortable with.


For more information, to be considered for representation, please use our contact form on the 'contact us' page