Becoming President: Rick Estimond, a leader helping shape Georgia’s TV & Film Industry
From intern to President of the largest talent agency in the Southeast in just ten years. Rick Estimond, 37, son of Haitian immigrants, didn’t aim for it, yet, here he is. The industry recognizes him for his incredible impact, but Estimond hasn't had time to notice how far he's come. He's busy trying to figure out where he's headed next.
The phone rings.
“One second please,” says Estimond reaching for his phone.
“Yellow!” he answers.
“Yeah! When you are cool like that, you get to be on Jimmy Kimmel!”, Estimond says with a big laugh. “I’m in the middle of something. Let me call you back.”
Estimond, President of the Atlanta-based talent agency People Store, was referring to his client Chase Stokes’ appearance in the popular late-night show the night before.
“I was just having lunch with Chase three years ago in LA,” says Estimond. “Look where he is now. I love to see that. That’s why I do this.”
Estimond remembers joining People Store in 2010 straight out of college, while the country tried to get out of an economic crisis.
Putting actors on tape for auditions, fixing talent profiles on the website, and helping the team with clerical tasks were some of the jobs that got Estimond through the door. He didn’t intend to stay. That was never the plan.
Grateful for the sacrifices his immigrant parents made to give him and his brother opportunities, Estimond attempted various majors trying to make them proud, including pre-medicine. “I know they would have wanted for us to be doctors, lawyers, maybe even engineers,” says Estimond, who eventually graduated with a public relations degree.
In 2009, Estimond and his brother were in a “very interesting place” in their life, as Estimond describes it. Neither one had promising jobs, and both were trying to figure out what they wanted in life.
One afternoon, lying in bed at their parents' house, his brother Atkins Estimond declared that he would pursue his passion, acting. Estimond, wanting to support his brother, also declared his goal, “You know what? I’m going to be your publicist.”
And the story began.
Wearing a denim short-sleeve shirt and a black Atlanta Hawks hat, Estimond sits in his office as President of the largest talent agency in the Southeast representing a large diverse roster of talent, including his brother Atkins Estimond, now a well-established actor.
What was never intended to be temporary, became home.
Performing arts has been part of Estimond’s life since a young age. His childhood dream was to become an actor. “I loved to be up there getting all the attention,” says Estimond, opening his arms wide as if making a big entrance on stage.
From intern, Estimond ascended to office manager, and then to assistant to the former head of the commercial department, Jen Kelly, who became one of his greatest mentors in the business.
It was then that things got serious.
A life-changing opportunity presented itself during a lunch with Kelly.
“She said, ‘I am leaving, and you should take over.’,” recounts Estimond with a face of surprise as if he was reliving that very moment.
Estimond immediately declined, “It was very stressful for me the idea of being responsible for all these actors’ careers. I didn’t believe in myself.”
That day, 27-year-old Estimond went home and questioned his decision, “I said to myself, ‘Wow Rick, you are a coward!’.”
Changing his mind, Estimond committed to taking the challenge, and “never looked back.”
Throughout the years, Estimond’s priorities have changed. He doesn’t care for the spotlight anymore, and gravitates more toward the shadow, he says. “My philosophy as an agent is that it is never about me. My job is to support the actors. I am their cheerleader.”
Living his mission, Estimond has changed lives. “I know I wouldn’t be here without him,” says actor Mackenro Alexander, series’ regular on BET’s “Sistas”, whose career started with the help of Estimond, and has now grown tremendously.
Another of Estimond’s valuable traits is the way his inadvertent journey developed. It connects with the actors in a unique way. Because he started from the bottom, Estimond is able to relate with actors at any stage of their career, says actor CJ Sykes. "That is an amazing attribute and rare in this industry.”
Sitting at his desk, Estimond points to a painting of an Albert Einstein casually wearing a red cardigan, blue slacks, and black penny loafers while dribbling a basketball and holding a pipe between his lips. “That is the look I am going for,” he says. “Smart, chill, classy.” Truth is, he is not far from it. Estimond’s serenity, slow and articulative way of communicating, and practice of active listening, portray an intense level of confidence and experience.
It seems to be a goal attained.
The real struggle comes from within.
“I feel like an imposter every day, and that is probably my biggest challenge,” says Estimond. “I have to constantly battle the chatter in my head that tells me that I am not good enough.”
Despite his fears, Estimond is an intrepid leader, making the best out of being at the right place, at the right time in the industry – Georgia.
Looking to take advantage of tax incentives, tv and film productions have been flooding into Georgia, making it a leading destination in the world for filming, according to the Georgia Department of Economic Development.
Having Georgia be the first state to open back up for filming after COVID, helped skyrocket spending to record numbers. In July 2021, reports by GDED showed that during the previous 12 months, the industry generated a record $4 billion in direct spending. That is almost twice as much as the previous record set.
Atlanta is gaining a reputation, and local actors are encountering more opportunities. Diverse actors are auditioning for roles that were not available to them before because of their features, accents, and skin color. “Years ago, I even considered changing my last name,” says Viviana Chavez, actress, and co-founder of Latinas in Media in Atlanta. “I was afraid to be stereotyped.”
Outside one-liners and co-star roles, actors of color are now showing up for auditions for large supporting roles or series regulars more and more, “but there is still work to be done,” says Chavez.
As part of this movement toward the right direction, actors like Alexa Rachelle Jennings credit Estimond for his efforts to support underrepresented talent. “Rick had a huge role in diversifying the talent at People Store,” says Jennings. “He sees the future, and he knows where he is taking the company.”
In his journey, being black has never been an issue for Estimond, he says. He believes that in Atlanta, anyone can make it regardless of the color of their skin. “My story might have been different if I was living in Los Angeles or New York,” says Estimond. “Fortunately, in Atlanta, there is room for black people to succeed and see themselves in leadership roles.”
Caring and respecting what Rebecca Shrager, Founder and CEO of People Store, has built, Estimond focuses on developing a future for the company and the industry in the Southeast that continues her legacy. For Estimond, it’ personal. “Rebecca started this company 40 years ago. She built this engine that makes people’s dreams come true,” he says. “She means a lot to me, and this is her baby.” Estimond’s eyes brighten when talking about his hopes and aspirations for the company.
The high influx of movie productions to the city is good, but “Atlanta has much more to offer,” says Estimond. “The focus now is content creation.”
Thinking of Atlanta’s influence in the music industry, Estimond believes the city has the same potential for content creation. He is determined to put his full support on that, going beyond the film industry.
“I am working with influencers, getting in the gaming space with esports, working with more writers and digital creators, and trying to find what is the next cool thing,” says Estimond. “Tech is a huge part of it. You can’t have any aspirations to grow a company without being in the tech space.”
His mission? To go beyond a talent agency. To build a media company.
Such big moves require drive and determination. In the face of more challenges, Estimond is propelled by the same force that got him to where he is now - his parents and their sacrifices.
“It is off of somebody else's back that we get to stand here,” says Atkins Estimond, referring to their immigrant parents. The brothers, succeeding in their careers, stay grounded by reminding each other of their values, “Don’t forget who you come from, how you got here, and where you are trying to go.”
“My job is supporting people and helping them achieve their dreams,” says Estimond. “What better job can there be for me?”
@rickestimond / Rick Estimond participating in a panel at an event by Atlanta Actors Collective.