“Breaching Fortress Hollywood”

Emeryville-based BE is a multifaceted organization designed to give young artists the resources, services, experience and exposure that they need in order to succeed in the entertainment industry. The company offers actors, singers, dancers, and models opportunities to expand their knowledge and talent while encouraging children to reach for the stars in every aspect of their lives: from schoolwork to social time, to academics to the arts.

The Vision
BE is the brainchild of former talent agency head and Hollywood casting director Erik DeSando. DeSando has represented and cast over 60,000 people in various films and TV shows. Among his many discoveries are Leah Pipes of “Pixel Perfect,” Alia Shawcat of “Arrested Development,” and Aaron Michael Drozin of “Fun with Dick and Jane.” In his 15 years of industry experience, Desando was witness to Hollywood’s nepotism and “closed door” policy to new talent who didn’t have family or friends within the industry. His vision was simple: to create an organization that could give young artists the experience, training, and resources they need in order to break into “Fortress Hollywood.” DeSando soon partnered with a film producer, film financier, and writing staff, making his vision a reality with the birth of BE (formerly My Artists Place) in January 2006.

The Business Model
BE is a subscription-based company, which provides young artists and their families with a highly successful and customized process designed to encourage and develop each member’s individual talent. Part of BE’s program includes access to heavily discounted training classes in professional acting, singing, modeling, money management and dance, which are organized into an evolving curriculum.

BE’s unique business model enables the company to not only provide the support services that emerging young performers need to succeed; it supplies the outlet to showcase their talent as well. BE produces two half hour television programs on network television (“Say What” and “Kids Unlimited”) through its creative arm, BE Productions. Both shows are cast completely from BE members and currently air on The CW Network in the San Francisco Bay Area. In this respect BE is the entertainment industry’s only source for guaranteed exposure in a major media market on network television. BE is truly a new outlet for young actors to breach “Fortress Hollywood.”

BE Productions further develops young musicians through high-level instrumental and singing courses, and has formed a professional group known as “The Buzz.” “The Buzz” has opened for top tier performers including Smash Mouth, Everclear, Mat Kearney, and most recently, Mandy Moore.

The Benefits
Every three months BE hosts a showcase where qualified members have the opportunity to audition in front of a number of professional talent agencies and casting directors. Each member receives feedback on their performance and many gain representation from agents.

BE also arranges celebrity events where members hear success stories from renowned performers who have been in their shoes. Among the celebrities who have met with BE kids are Mario Lopez from “Dancing with the Stars”, Amy Davidson from “8 Simple Rules”, Mitchel Musso From “Hannah Montana”, Devon Werkheiser from “Ned’s Declassified”, Allie DiMeco from “Naked Brothers Band”, Cody Linley from “Hannah Montana” and most recently, Adrian R’Mante from “The Suite Life of Zack and Cody.”

More information can be found at www.gonnabe.com