MCDONALD SELZNICK ASSOCIATES

What MCDONALD SELZNICK ASSOCIATES does

McDonald Selznick Associates (MSA) is a privately held, full-service talent agency founded in 2000 by Julie McDonald and Tony Selznick, and headquartered in Burbank, California with a second office in New York City. The firm was the first agency in the United States dedicated exclusively to representing dancers and choreographers, and has since expanded its scope into seven functional divisions: Directors, Choreographers, Dancers, Performance Artists, Educators, Producers/Associate Directors, and Actors (with a general Talent division). Its roster serves the demand side of the entertainment industry — studios, producers, advertising agencies, concert tour operators, and theatrical producers — by sourcing high-caliber choreographic, directorial, and dance talent for film, television, theater, live events, music videos, and commercial campaigns.

MSA's core product is commission-based talent representation, organized by division. Revenue is generated through commissions on bookings secured via agent advocacy; the firm does not publicly disclose pricing or contract terms. The go-to-market motion is sales-led and direct: agents in LA and NYC place talent with entertainment buyers, while aspiring represented talent submit inquiries through the agency's website with headshots, resumes, and video materials. The firm maintains a social media presence (Instagram @msaagency) used to showcase client placements, opening nights, and award nominations as a brand-building channel.

The roster is the principal commercial asset. Represented talent includes choreographers and directors with Emmy, Tony, MTV, and Astaire Awards; a Disney Legends honoree; a Hollywood Walk of Fame recipient; and choreographers credited on Super Bowl halftime shows, Broadway productions, network television, and international concert tours. MSA also operates the first dedicated education department within a dance agency, representing master educators who conduct workshops and conventions worldwide. The firm has no disclosed parent company, no external funding, and operates as an independent boutique agency.

Name

MCDONALD SELZNICK ASSOCIATES

Legal name

McDonald Selznick Associates

Website

https://msaagency.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

McDonald Selznick Associates is a boutique talent agency founded in 2000 as the first agency dedicated exclusively to representing dancers and choreographers, with divisions spanning directors, actors, and educators across film, TV, theater, and live entertainment.

Ownership category

akta.pro rank

Product category

Talent Representation Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (711410)

SIC

Services-Allied To Motion Picture Production (7819)

akta.pro primary industry

Full-Service Artist Management (MPAIAGAA)

akta.pro secondary industries

Talent Agency & Representation Services (HSACAHAK), Casting & Talent Placement (Sessions, Bands, Touring Musicians) (MPAIAGAM)

Keywords

• Talent representation services
• Dance choreography booking
• Entertainment talent agency
• Performing arts booking
• Choreographer representation

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Talent Representation and Commission: MSA generates revenue by representing talent (choreographers, directors, dancers, actors, educators, producers) and earning commissions on bookings secured through agency representation. The agency exclusively signs talent and advocates on their behalf for work in all entertainment genres.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

MSA is a talent agency that exclusively represents choreographers, directors, dancers, performance artists, actors, educators, and producers across theatrical, commercial, stage, print, dance, and live performance genres. The agency books its signed roster into entertainment productions spanning film, television, theater, live events, music videos, and commercials, and operates the first dedicated education department among dance agencies for workshops, conventions, and master classes.

Product overview

McDonald Selznick Associates (MSA) is a talent agency offering specialized representation services across multiple divisions within the entertainment industry. The agency operates as a unified platform providing talent management for Directors, Choreographers, Dancers, Performance Artists, Actors, and Educators. MSA represents high-caliber performers working in all genres including Theatrical, Commercial, Stage, Print, Dance, and Live Performance. The agency was established in 2000 as the first agency dedicated to representing dancers and choreographers exclusively.

Differentiator

Problem solved

Functional benefit

Products and services

• Directors Division Representation and booking services for film, television, and stage directors, provided to entertainment productions seeking directing talent.
• Choreographers Division Exclusive representation for choreographers working in film, television, music videos, live performances, theater, and commercials.
• Dancers Division Talent representation for professional dancers across theatrical, commercial, stage, print, live performance, and kids' performance genres.
• Performance Artists Division Representation for performance artists specializing in live entertainment and stage performances.
• Educators Division Representation for dance educators who book workshops, conventions, and master classes worldwide, including Master Educators, Speakers, and SYTYCD/DWTS/World of Dance specialists.
• Producers/Associate Directors Division Representation for producers and associate directors working in production roles for live stage performances and television productions.
• Actors Division Talent representation for actors in theatrical and commercial sectors.
• Talent Division General talent representation for performers of all skill sets including theatrical, commercial, stage, print, dance, kids, and other performance genres.

Quantifiable outcome

• Represented talent has appeared in major productions including Super Bowl halftime shows, Broadway productions, award shows, and international tours

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Agency for the Performing Arts (APA): APA is a full-service talent and literary agency with offices in Los Angeles and New York, representing choreographers, directors, actors, and other performers. APA is one of the closest direct peers to MSA in terms of boutique scale, multi-division representation, and focus on performing arts talent.
• The Gersh Agency: Gersh is a mid-size full-service talent agency with offices in Beverly Hills and New York, representing actors, directors, choreographers, and other talent in film, TV, and theater. Gersh is a direct peer to MSA in business model, scale, and the performing arts client mix.
• DDO Artists Agency: DDO Artists Agency is a boutique talent agency specializing in representing choreographers, directors, and dancers for Broadway, film, television, concerts, and commercial productions. DDO is one of the most direct competitors to MSA in the choreography representation niche.
• BLOC Talent Agency: BLOC Talent Agency is a boutique agency representing choreographers, directors, dancers, and other creative talent in live entertainment, theater, film, and television. BLOC is a direct peer to MSA, particularly in the choreography and concert/stage representation space.
• Susan Smith & Co. Susan Smith & Co. is a boutique agency dedicated to representing choreographers and directors for film, television, theater, live events, and commercials. As a direct choreographer-focused boutique, it competes with MSA for similar clients and engagements.
• CESD Talent Agency: CESD is one of the largest talent agencies representing dancers, choreographers, actors, and voice-over artists, with strong representation in Broadway, cruise ships, commercials, and film. CESD is a direct peer to MSA in dance and choreography representation at a larger scale.

Emerging players

• The Mine Agency: The Mine Agency is a boutique talent agency representing dancers, choreographers, and other performers. It is an emerging peer in the dance representation space with a narrower niche and smaller roster, but overlapping client types and booking categories.

Broad incumbents

• Creative Artists Agency (CAA): CAA is one of the largest global talent and sports agencies, representing directors, choreographers, dancers, and actors across all entertainment verticals. While not exclusively focused on dance, CAA competes directly with MSA for choreographer and director representation and represents many of the same high-profile clients in film, TV, and live entertainment.
• United Talent Agency (UTA): UTA is a leading global talent, entertainment, and sports agency. UTA represents choreographers, directors, and performers across theater, film, and live events, competing with MSA for top-tier choreography representation and offering expanded services in branding, publishing, and digital media.
• William Morris Endeavor (WME): WME is a major global talent agency representing clients across film, television, music, theater, and live performance, including choreographers and dancers. WME competes with MSA in the choreography and director space and offers broader cross-discipline packaging that can attract MSA's clients as they scale.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/msaagency
• Xx.com/MSAAGENCY
• Facebookfacebook.com/MSAagency

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MCDONALD SELZNICK ASSOCIATES