At2 Casting
AT2 Casting is an Australian SaaS platform founded in 1995 that provides online casting software connecting casting professionals, talent agencies, and artists across the entertainment industry in Australia, New Zealand, and select international markets.
- Company typePrivate
- Founded1995
- HeadquartersSouth Yarra, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What At2 Casting does
AT2 Casting Pty Ltd is an Australian online casting software company founded in 1995 (originally as Models On The Net, later Artists Technologies) by Brad Hayden and Jonathan Hayden, headquartered in Melbourne. The company operates a cloud-based SaaS platform that connects three primary user segments: casting professionals (directors, producers, advertising agencies, casting studios), talent agencies and managers, and artists (actors, models, voice-over talent, child performers, dancers, singers). The platform covers the full casting workflow — search, shortlisting, brief distribution, audition scheduling, capture, and final selection — supplemented by an ecosystem of sub-products: Audition Magic for audition scheduling and HD live capture (including a Mac Studio App), Manager Magic as a CRM for agencies (which absorbed AT2 Recruit CRM), ProAgencySites for agency website development, Kidz In Showbiz for child talent education, i-Cast for non-professional productions, and AT2 TV for industry video content.
The underlying technology is an HTML5-based, mobile-responsive SaaS platform with secure authentication (DigiCert SSL), proprietary automated media conversion for video and audio across devices, bulk upload and drag-and-drop interfaces, and optimization for iPhone, iPad, Android, Mac, and PC. AT2 monetizes primarily through freemium access for casting professionals and licensed agents, with paid subscription tiers for artists (Standard and Multimedia packages with optional monthly or annual billing), one-off agency website development projects, and usage-based SMS fees (9c per message). The company has operated continuously for approximately 30 years, has trained 200+ Australian agencies, claims thousands of daily industry users, and reports an international footprint spanning 8+ countries via Audition Magic, with historical partnerships in South Africa, New Zealand, the UK, and the USA. The company is privately held with no disclosed external funding.
At2 Casting firmographics
Firmographics- Name
- At2 Casting
- Legal name
- AT2 Casting Pty Ltd
- Website
- https://at2casting.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AT2 Casting is an Australian SaaS platform founded in 1995 that provides online casting software connecting casting professionals, talent agencies, and artists across the entertainment industry in Australia, New Zealand, and select international markets.
- Ownership category
- akta.pro rank
At2 Casting industry classification
Industry- Product category
- Casting Management Software
- NAICS
- Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (71141), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Employment Placement Agencies (561311)
- SIC
- Services-Employment Agencies (7361)
- akta.pro primary industry
- Talent Casting & Auditions (Casting Directors, Open Calls) (HSACAHAL)
- akta.pro secondary industries
- Talent Agency & Representation Services (HSACAHAK), Casting & Talent Services (Casting, Background, Talent Holding) (MPADAFAI)
Keywords
Where At2 Casting is headquartered
LocationHeadquarters
- HQ city
- South Yarra
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
At2 Casting business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Artist Subscription Packages: Tiered subscription packages for artists (actors, models, talent) ranging from free basic to premium multimedia packages. Packages run for 12 months with monthly or annual billing options. Revenue from package fees paid upfront or via monthly installments.
- Agency Website Development: Custom website design and development services for talent agencies, including integration with AT2 platform, CMS editing, and analytics.
- Audition Magic (Separate Product): Separate subscription for Audition Magic audition scheduling, capture and collaboration platform with registration and pricing separate from AT2.
- Manager Magic (Separate Product): CRM tool for agencies with separate registration and pricing from AT2 core platform.
- SMS Communications: SMS messaging service for agents at 9c per message for communicating with talent.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Basic Package - Entry level for artists with minimal profile |
| Subscription | Annual | Standard Package - Enhanced profile features |
| Subscription | Annual | Multimedia Package - Complete professional profile with video and audio |
| Freemium | Pay-as-you-go | PRO USER - Professional Casting Access |
| Freemium | Pay-as-you-go | i-CAST USER - Amateur/Unpaid Production Access |
| Freemium | Pay-as-you-go | Agent Access - Free for licensed agencies |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
At2 Casting product offering
Product offeringCore offering
AT2 Casting is an online casting application and software solution for the entertainment industry, providing a SaaS platform that streamlines the entire casting process from searching and shortlisting artists, briefing agents, scheduling and capturing auditions, to selecting talent and sharing audition videos. The platform serves three user segments - casting professionals (free), talent agencies and managers (free with paid add-ons), and performers (freemium subscription packages) - and is complemented by integrated sub-products for audition scheduling (Audition Magic), agency CRM (Manager Magic), agency website development (ProAgencySites), and child talent education (Kidz In Showbiz).
Product overview
AT2 Casting operates as a multi-product platform suite for the entertainment industry, consisting of the core AT2 Casting online casting system supplemented by specialized sub-products. The core AT2 Casting platform handles the entire casting process from start to finish including searching/shortlisting artists, briefing agents, scheduling, and audition management. Audition Magic extends the workflow by handling audition scheduling, capture (including HD video capture via Mac Studio App), and collaboration with clients. Manager Magic (incorporating AT2 Recruit CRM) provides agency management capabilities including talent recruitment, task management, and scheduling. AT2 Agency Websites (ProAgency Sites) offers bespoke website development for agencies with AT2 integration. Additional services include AT2 TV (video content), i-Cast (non-professional casting), and Kidz In Showbiz (educational program for child performers). AT2 Digital was a former creative services division that has since been divested.
Differentiator
Problem solved
Functional benefit
Brands
- Audition Magic: World's most elegant and complete online audition scheduling, capture and collaboration service built for the professional casting industry.
- Manager Magic
- Kidz In Showbiz
- i-Cast
- AT2 Recruit CRM
Products and services
- AT2 Casting Platform Complete online casting app and casting software solution for the entertainment industry that handles the entire casting process from start to finish including searching and shortlisting artists, briefing agents, scheduling, capturing and sharing auditions, and ultimately selecting the right artists for the job.
- Audition Magic Online audition scheduling, capture and collaboration service for professional casting industry that handles audition scheduling, agent and artist audition notification, and online collaboration and review of audition videos with clients, fully integrated with AT2.
- Manager Magic Complete CRM management tool for agencies providing recruitment management, task management, scheduling, notifications and talent management capabilities, working across any device from desktop to tablet or phone. Includes features from AT2 Recruit CRM.
- AT2 Recruit CRM Specialized CRM tool for agents and managers to manage the process of sourcing, interviewing and engaging talent, including talent information capture, photoshoot and class location setup, payment recording, and AT2 profile setup. Now incorporated within Manager Magic.
- AT2 Agency Websites (ProAgencySites) Custom website design and development service for talent, management and casting agencies with AT2 platform integration, CMS editing capabilities, user and site analytics, and modern HTML5 layouts including back-end manager for agents to update their own site and track visitors.
- Kidz In Showbiz Online learning program for parents, child actors and child models starting out in the entertainment industry, providing written lessons about the business and child's career, complemented by online videos with insights, guidance and interviews with agents, casting directors, parents and children.
- i-Cast Division of AT2 providing free access for independent producers, directors, and students casting unpaid amateur productions for TropFest, short-films, student projects, or amateur theatre, sending briefs directly to artists for consideration.
Quantifiable outcome
- One client project generates over $25M in online revenue per annum
- +2 more outcomes
Companies that use At2 Casting
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles4 records
At2 Casting technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
At2 Casting partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor, core and major.
- Marnie Hill (Author)minorAT2 published 'The Actor's Handbook' in conjunction with author Marnie Hill as a guide to the Australian Entertainment Industry. The guide includes interviews with dozens of Industry Professionals, tips, guides, explanations and de-mystification of the industry for Actors and Parents of young performers. Multiple print runs sold thousands of copies across Australia with glowing feedback. Marnie continues to personally mentor Actors wanting guidance in the Australian Industry.
- Kidz In Showbiz ProgramminorKidz In Showbiz launched as an online learning program for parents, child actors and child models starting out in the entertainment industry. Developed for parents and children with written lessons teaching everything needed about the business and child's career, complemented by series of online videos including insights and guidance as well as interviews with agents, casting directors, parents and children.
- Tyson Young's Creative Digital TeamcoreStrategic merger combining AT2 with Tyson Young's creative digital team to form AT2 Digital. This enabled introduction of broader range of end-to-end bespoke creative digital services including strategy, solution architecture, creative design, branding, development, SEO, digital marketing and online community building. Tyson's team had previously created the world's first DIY professional Talent & Artist self-marketing/website platform in 2001, sold via distributors in New York and Europe. AT2 Digital was eventually acquired, rebranded and moved under the umbrella of a prominent national digital/advertising agency.
- International Expansion Partners (South Africa, New Zealand, UK, USA)majorAT2 via strategic partnerships expanded to South Africa, New Zealand and the UK and partnered with USA contacts to form an international network of businesses serving the entertainment industry in the English speaking world. This second software release covered broader range of services including agency management systems and industry printed directory (Players Directory Australia) based on USA Players Directory Publication.
- Australian Talent Agencies NetworkcoreArtists Technologies was responsible for buying, installing and setting up internet connection (all for free) to over 200 agencies. The company trained all these agencies how to use the computer and online software, embracing the internet and encouraging new way of communication between casting professionals and agencies (B2B). The network expanded to VIC, NSW, QLD, SA & WA covering full range of performance talent and became the industry standard and one-stop-shop for casting professionals Australia-wide.
Scale indicators8 records
Recent moves11 records
Expansion highlights5 records
At2 Casting competitors and assessment
Company assessmentDirect peers
- Casting Networks: US-based casting platform offering talent profiles, casting notices, and self-tape submissions for actors. Direct competitor to AT2 with overlap in casting professional tools, talent database, and subscription artist packages, though at much larger global scale.
- Mandy.com (Mandy Network): International casting platform connecting actors, models, and crew with casting opportunities. Comparable to AT2 in providing talent profiles and casting notices, with a global footprint and freemium model.
- Actors Access (Breakdown Services): Long-standing industry platform for actors and casting professionals, providing profile hosting, casting notices, and submission tools. Closely comparable to AT2 in functional scope and target user base, with stronger US/international penetration.
- Backstage (Backstage.com): Major casting platform and talent marketplace serving actors, casting directors, and agents in the US and UK. Comparable to AT2's core offering of artist profiles, casting notices, and subscription services, with broader content/media monetization.
- Spotlight (UK): UK-based casting directory and platform serving actors, agents, and casting professionals. Direct peer to AT2 with similar subscription-driven artist profile business model, though focused primarily on the UK/Ireland market.
- LA Casting: US-focused casting platform offering talent profiles, casting calls, and audition management. Comparable to AT2 in core platform capability but with concentrated US market focus.
Emerging players
- StarNow: Online talent platform connecting actors, models, and performers with casting opportunities globally. Comparable to AT2's artist profile and casting awareness offering, with a broader consumer-facing audience.
- Stage 32: Global online community and platform for film, TV, and theater professionals including casting opportunities. Comparable to AT2 via talent discovery and casting brief delivery, with stronger social/community and education features.
Broad incumbents
- IMDbPro: Industry-focused subscription service from IMDb providing actor/crew profiles, representation details, and contact information. Comparable to AT2's talent profile and discovery tools as part of a broader entertainment industry portfolio owned by Amazon.
Regional players
- Casting Call Pro: UK-based casting platform focused on actors, extras, and crew. Comparable to AT2's talent profile and casting notices with regional UK focus, overlapping where AT2 has UK expansion aspirations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
At2 Casting social profiles
Digital presenceAt2 Casting compliance and trust
Trust signalCompliance2 records
At2 Casting financial estimates
Financial estimateRevenue estimate
Valuation estimate
At2 Casting leadership team
Management profileNumber of profiles
Profiles3 records
At2 Casting subsidiaries and ownership
Company hierarchySubsidiaries4 records
At2 Casting funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
At2 Casting M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about At2 Casting
What does At2 Casting do?
AT2 Casting is an online casting application and software solution for the entertainment industry, providing a SaaS platform that streamlines the entire casting process from searching and shortlisting artists, briefing agents, scheduling and capturing auditions, to selecting talent and sharing audition videos. The platform serves three user segments - casting professionals (free), talent agencies and managers (free with paid add-ons), and performers (freemium subscription packages) - and is complemented by integrated sub-products for audition scheduling (Audition Magic), agency CRM (Manager Magic), agency website development (ProAgencySites), and child talent education (Kidz In Showbiz).
Is At2 Casting a public or private company?
At2 Casting is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was At2 Casting founded?
At2 Casting was founded in 1995. It employs 11 to 50 people.
Where is At2 Casting based?
At2 Casting is headquartered in South Yarra, Australia, in the Oceania region.
How does At2 Casting make money?
Five revenue lines are on record. Artist Subscription Packages are the primary driver. The others are agency Website Development, audition Magic (Separate Product), manager Magic (Separate Product) and SMS Communications.
Who are At2 Casting's main competitors?
Direct peers on record are Casting Networks, Mandy.com (Mandy Network), Actors Access (Breakdown Services), Backstage (Backstage.com), Spotlight (UK) and LA Casting. Emerging players are StarNow and Stage 32. IMDbPro is listed as a broad incumbent. Casting Call Pro is listed as a regional player.
Does At2 Casting have an API?
No public API is recorded for At2 Casting.
What industry is At2 Casting in?
At2 Casting's product category is Casting Management Software. Its primary akta.pro industry code is HSACAHAL, Talent Casting & Auditions (Casting Directors, Open Calls), with a secondary code of HSACAHAK, Talent Agency & Representation Services. Its NAICS code is 71141 and its SIC code is 7361.