The acting industry is often described as competitive, unpredictable, and challenging - but rarely are the realities truly highlighted.

When The 98% began as a podcast in 2018 it was born out of a frustration that the realities of #actorslife were hidden, shied away from, or even viewed as shameful. Despite only 2% of actors earning their main source of income from acting work, those were the only actors you ever heard from in the mainstream.

But what was going on beyond the spotlight? Behind the glitz and glam we are all made to aspire to achieve? I kept seeing the same pattern repeat itself: talented, hardworking actors entering the industry passionate and prepared for the craft, but fundamentally underprepared for how the industry actually operates. This would internalize into self doubt, fear, and a desperation for validity as an actor.

Some years into hosting and producing this first-of-its-kind podcast, and running the “leading industry platform” online, I also sadly learned that there are far too many people in this industry looking to take advantage of that desperation, and exploit it for personal gain.

Why The 98% became a CIC

As the work of The 98% grew, it became clear that it was filling a gap that wasn’t being adequately met elsewhere. Empowered by the no-nonsense, honest discussions on the podcast, actors were reaching out to the platform with concerns, experiences, and reports that were ignored or rebuffed by the industry organisations you would previously assume would want to help. When The 98% helped expose and investigate a con-man agent in 2024 who was stealing tens of thousands of pounds from actors, the floodgates opened. I was hearing stories and fielding reports of everything from unethical behaviour, to criminal activity, that was going completely unchecked.

What these cases revealed wasn’t just individual wrongdoing, but a systemic problem: an unregulated industry, a lack of proper resources and support, and a culture of silence that creates a breeding ground for exploitation.

That’s why The 98% recently became a Community Interest Company (CIC). A CIC is similar in spirit to a charity: it is a not-for-profit organisation created specifically to serve the public interest. For The 98%, that means education, advocacy, research, and the creation of resources designed to protect and empower actors.

Becoming a CIC formalised what the platform had already become: a space rooted in accountability, transparency, and community benefit.

Actors Pro Expo

Actors Pro Expo supports actors at all phases in their career and provides excellent networking and learning opportunities. Knowledge is power and so, in my seminar ‘Red Flags, Rights, and Realities’, I aim to provide actors, with information that is usually not platformed elsewhere. Red flags to look out for, manipulation tactics, and the ways power and exploitation quietly show up in this industry. I’ll be sharing what I’ve learned through 10+ years of professional experience, as well as the work I’ve done in advocacy, investigation, and direct conversation with actors, casting directors, agents, and creatives across the industry, through The 98%. The aim with my work is to cut through the smoke and mirrors of this business, and replace it with clarity and transparency.

This is also why I started my coaching and consultancy services, Acting With Alexa, in 2024. Often, when working with a coach, you’re sold the big dream. As if certain gurus have all the answers on how to suddenly turn your career around. But I understand that that’s not really how things work. When I was strutting my stuff on the red carpet at the BAFTA’s in 2017 I was convinced it would change everything for me…Instead, I went another 2 years without booking a single acting job.

My work with AWA isn’t about helping actors “make it” - it’s about helping make their journey in this industry as enjoyable, fulfilling, and sustainable as possible, whether they’re doing red carpet interviews or pulling pints at the local pub. If 98% of actors aren’t in full time acting work, then we need to stop treating that reality as failure, or something to ‘fix’, and start supporting actors within it.

This was also the inspiration for my first book, Beyond The Spotlight, which is being published in February 2026 (stop by my booth at the Expo for a copy!) I’m very excited to be able to provide guidance for actors in a way that hasn’t been done previously. An honest, relatable, look at being an actor - using lived experience and professional expertise. Co-written by world-renowned psychologist Dr Steve Bull, Beyond The Spotlight prepares actors for the parts of our career that are usually learned the hard way.

John Byrne, career advisor for The Stage, put it best -

‘In over thirty years of providing career guidance to actors at every level of the industry, I have seen it proven time and time again that resilience is as essential a performance skill as stage presence, voice projection or camera technique. However, while there is lots of training on offer to help develop the former abilities, there has, so far, been very little practical guidance on how to navigate the rejections, self-doubts and industry pressures that are part and parcel of #actorslife. This book offers a rare blend of effective acting advice and expert psychological insight. Wherever you are in your own acting journey, this book is the roadmap you need to navigate the highs, lows and in-betweens with confidence and courage.’’

Why this work matters now

Unfortunately, this industry and the life of an actor is harder than ever. The pandemic changed everything forever, and the subsequent strikes and general socio-economic issues completely shifted what a “sustainable” acting career even looks like.

The industry is also enticing to those with ulterior motives, considering the lack of regulation and safeguarding, no proper reporting channels, and a culture that rewards silence over accountability.

Knowledge shouldn’t be gatekept. Safety shouldn’t be optional. And no actor should feel isolated or ashamed for not knowing what they were never taught in the first place.

If you’ve ever felt confused, pressured, silenced, disempowered, or like you’re somehow “lacking” because your acting journey doesn’t look like the ones we see on TV - come say hi at Actors Pro Expo 2026.

My seminar, Red Flags, Rights, and Realities, is at 5pm, and I’ll be at the expo all day with a booth sharing information about The 98% and Acting With Alexa - where you can also grab a signed copy of my book!

Come, ask questions. Learn what to look out for. Get clear on what’s ethical, what’s exploitative, and where your power actually lies.

This work isn’t about selling dreams - it’s about equipping actors with the truth, the language, and the confidence to advocate for themselves and others. Because when actors are informed, they’re harder to exploit - and that’s how real change starts.

Explore the free resources for actors at:

🔗 https://www.the-98-percent.com/education-and-resources

🔗 https://www.actingwithalexa.com/freeresources

Follow:

@the98percentpod

@acting.with.alexa

@alexa_morden