Persona Management
Devon Khusuma goes behind the scenes to uncover how a modeling agency is run
The Persona Team. Photo by Devon Khusuma.
Established by creative director and model scout Andhika Dharmapermana, Persona Management is a talent agency supporting a unique roster of actors, models and influencers. Andhika’s vision is to encourage talents to embrace their “imperfections” and even participate in the growth of the agency.
Chief Operating Officer Sari Majid is a prime example. After entering Persona as a model, Andhika saw her talent for mentoring younger models and was quickly put in charge of setting up Persona Bali. “It’s like passing on the baton,” explains the seasoned model.
Every year, Persona hosts a week-long model scout competition called Persona Online Models Scout, or POMS for short, at their Jakarta headquarters, Persona House. The agency’s veteran models, Rizal Rama, Pika Kumara, Amanda Green and Sari will mentor the contestants, reality-tv style. 100 participants are whittled down to twelve finalists who are then offered an exclusive contract with Persona Management.
Persona House, where the competition is held, is a two-storied house with a garden and a pool. It doubles up as the office, training ground and accommodation for out-of-town models. As we enter, we are greeted by Sari, a model herself, as well as Achy Maland, the in-house producer. Huddled at the back of the room are the finance team and the videography team working on the video edit for POMS which will be released as an eight-part web series on Youtube. This set-up is crucial for the running of the agency and each individual has a role to play.
This photo series, shot by Jakarta-based photographer Devon Khusuma, takes place during and after the competition.
Model Aisha Kastolan who lives at Persona House. Photo by Devon Khusuma.
A contestant getting a fresh look and haircut from Arini Wongso. Photo by Devon Khusuma.
Mentor Rizal Rama (left) and Photographer and Stylist Dan Putera (centre) photograph a contestant in the final round of POMS. Dan is a new member of the team and is incharge of the creative direction of the agency. Photo by Devon Khusuma.
Contestants from POMS waiting to receive their makeovers. Photo by Devon Khusuma.
Yanu is from Persona’s Bali division and is in Jakarta for placement. He is one of the residents at Persona house. Encouraged to express and find confidence in themselves, the illustrations on the walls are by the models, and an expression of their creativity. Photo by Devon Khusuma.
Portrait of Dylan Armand, an aspiring actor. Persona also consists of an actor’s division which Andhika oversees. Photo by Devon Khusuma.
Photos from Persona’s “development” session led by Sari and Pika. The models practice walking in three-inch heels, and some tape their feet before hand to prevent blisters. The session is held almost weekly, and models who are new or require more practice will receive feedback from those who are more experienced. “It’s like passing on the baton,” explains Sari. “When I first joined Persona, I also had mentors who told me how to walk, how to handle the clothes I was put in, and the kind of vibe to suit each type of photoshoot.” Photo by Devon Khusuma.
Running order during the POMS makeover and photoshoot. Photo by Devon Khusuma.
New and existing models are preparing for a runway show. The mentors watch intently as each model walks back and forth in the development room. Nurrin Rahma on the far right is advised to lock her torso whilst walking and to use the muscles in the back of her legs to stabilise herself. The models describe walking in heels as “a workout”. Starting at 2pm, the session continues into the evening. Photo by Devon Khusuma.
As a key figure in helping Andhika run the agency, Sari stands out in physique and in spirit. She is heavily involved in the lives of the young individuals she works with. Like an older sister, Sari is constantly in touch with the models’ parents, sets curfews and even gives relationship advice to the models when they ask for it. The words roughly translates to “Those who are in a bad mood, better confide in Sari”. It serves jokingly as a reminder for the models to take care of their own mental well-being. Photo by Devon Khusuma.
Persona models gather to take a break on the patio. Photo by Devon Khusuma.
Follow Persona on Instagram at @persona_mgt.
Watch the full episodes of Persona Online Models Scout here.