Nine questions with… James Gartshore Boulter, Hollywood power broker
A glimpse into the inner workings of a celebrity agent
Behind every great star is a great power broker. Success, in Tinsel Town and beyond, does not exist in a vacuum. You need to get the do-ers onside — the builders, the connectors, the conductors — before you can even think about making it in this game. But where do you find a good string-puller these days? Are they made or born? How did they get to their positions of influence and know-how? And what is it that they actually do?
Perhaps James Gartshore Boulter can furnish us with some clues. James is just 27, but he already finds himself at the centre of a juicy venn diagram that spans talent, luxury brands, and venture capital. He’s a close associate of Priyanka Chopra Jonas — one of the highest paid and most famous actresses on the planet — and has worked with Michelle Obama, Naomi Campbell and Serena Williams. Here, James offers us a glimpse into his career so far — and the inner workings of Hollywood success.
How did you first come to work as an agent and what is it exactly that you do?
To be honest I created my own role. When I was starting out I didn’t have the requisite experience to work in one of the three large talent agencies — no business was just going to make me an agent. Instead, I started my own agency to answer the increasing complexity of talent’s businesses outside of their core disciplines. Today, I work incredibly closely with a-list talent and view my role with them as an ‘in house’ entrepreneur — proactively building their platform, developing opportunities, and launching new brands with them.
What were some of your biggest early breakthroughs?
As with everything, my first ‘breakthroughs’ weren’t necessarily huge at the time, and were actually the end product of a huge amount of small successes. The little victories, which come from hard work, have resulted in me forming a campaign with Michelle Obama, landing Maya Henry her first Burberry campaign, being engaged by BVLGARI to launch their latest timepiece — and now working with Priyanka Chopra Jonas. But I didn’t just wake up one morning and work with one of the most famous actresses on the planet — that has been the culmination of a very long journey!
Which is more important in this industry — who you know or what you know?
That’s a challenging question — clearly people think that being an agent is all about your contacts. But the truth is that contacts are only useful if you know your stuff. So, ultimately, what you know is hugely important — because without that, you can know whoever you like but it’s useless.
That said, I wouldn’t be enjoying the career I have today without some incredible people believing in me. One of those people is Anjula Acharia, a prominent venture capitalist and Priyanka’s manager. It’s impossible to list all the ways she has supported my career and I’m grateful for everything she has done for me.
Which client would be the most interesting challenge to take on and handle?
If I could have any client, it’d be The Queen. Merchandise would do well, public appearances would be in high demand, and I think her autobiography would probably do all right!
How do British attitudes to publicity differ from US attitudes?
Nowadays, this question is rather moot — we live in such a global world, particularly in the wake of the pandemic, so geographical differences become less important. America and in particular Hollywood has historically taken the lead — but I believe that the world we now live in is very different.
How is dealing with celebrity and fame different to dealing with any other commodity?
Celebrity is a commodity like any other -—we analyse and collect data and, in a way, treat it like any other big business. However, the major difference is that behind the ‘commodity’ is a person — and that difference is hugely important in the way we act, both personally and professionally.
Is fame a fickle friend? What attributes make people well-equipped or ill-equipped to handle it?
Fame is a double edged sword — everyone knows it. But with intellect and, crucially, a great support structure, it can be a wonderful friend.
What do you think needs to change in the industry?
This summer taught us all a huge lesson — we still have a long, long way to go with representation. We are an industry that can inspire and challenge, and as Priyanka has taught me, the platform we have is also a responsibility. We need to strive to use the industry’s reach for better, both public facing and within the industry itself. And we will.
What is your advice for anyone looking to work in the entertainment industry?
Work harder than anyone else and believe in yourself.
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