It’s a lot of teenagers just having fun and posting stuff. Everybody has a handle that’s “original” and “real,” and you realize that it’s not what it was - it’s no longer a picture-sharing platform. Even for younger girls, the way their pictures look, they all already look like celebrities. Now, it’s become something other than what it used to be. It was a bunch of people having fun and posting pictures. Five years ago, when you looked at Instagram, it was really organic and it wasn’t a way to promote your business or your brand. TikTok-scouting now is what Instagram-scouting was five years ago, that’s probably the biggest difference. What would you say are the main differences between looking for new faces on Instagram and on TikTok? In addition to Instagram, IMG has also begun scouting on TikTok earlier this year. A model that constantly evolves is what keeps clients coming back. For us, it’s really important that a model has a story and that she has something to say - she’s curious, interesting, well-read and also interested in the job she’s doing. It’s more and more difficult to be able to have a look that’s original and to stand out as a model. There are so many models in the business now, more than there ever was before. What are some qualities that you look for in an aspiring model? It has been super successful for us to scout new faces, and easy for the young demographic to put themselves out there with minimal commitment. We launched the account and immediately we got a lot of press organically. We finally came up with the name We Love Your Genes with the hashtag #WLYG. Our colleagues at the digital department made some great suggestions, including making an Instagram account separate from IMG Models’ official account and creating a clean hashtag. And if they were not, you could just move on.Īfter reaching out to several accounts, eventually I thought it would be so much easier if we could figure out a way to contact people in a more legitimate manner. With Instagram, you could see pictures of people and if they were right, you could contact them. What I quickly realized was that there were a lot of young girls. So I decided to make my own Instagram to promote some of the newer models. The Australians were really immersed in the platform. At that time, everything was about Instagram in Australia - much more so than it was in New York, LA or Europe. How did IMG’s We Love Your Genes initiative come about?īetween 20, I spent about four months in Australia to open up an office there with the team. In our conversation below, Rose spoke more in-depth about WLYG and its expansion into TikTok, as well as tips for getting scouted by IMG Models - even in the age of social distancing. People from across the globe are creating content by the minute and we’ve been spending hour upon hour going through it all, finding new faces and interesting personalities.” “We’ve been busier than ever in our scouting. If this pandemic had happened 15 years ago, things would be very different” Rose told HYPEBAE. “We normally have nine scouts that are traveling the world. Though it was introduced pre-quarantine, the WLYG strategy has proved particularly fruitful for the agency in recent months, according to IMG’s Senior Vice President Jeni Rose. New-gen models, such as Lameka Fox and Inka Williams, are among the IMG talent discovered through WLYG. By using the hashtag #WLYG, which has been tagged over a million times on Instagram to date, anyone can get a chance to be recruited by the top modeling and talent agency, home to the Hadid sisters, Halima Aden, Hyunji Shin and more familiar faces on the runway and magazine covers. A digital initiative first launched in 2014, IMG’s We Love Your Genes is a social media-based program that makes it easier for aspiring models to be noticed or get scouted by the agency’s worldwide development scouts.
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