Model agency guru Alessandrio Bergman makes it onto the prestigious Forbes Africa 30 under 30 list
Faith. Believe. Attract. Three simple words that have guided 29-year-old Alessandrio Bergman on achieving a dream that he never knew how far it stretched.
An odyssey to establish one of South Africa’s most successful modeling agencies – SYNC Model Management, that has booked and worked on close to 1.3 million jobs to date.
And with the numerous strides under his belt, which include being the youngest coloured and gay agency owner in South Africa, it is being enrolled on one of the most prestigious list in Africa – the Forbes Africa 30 Under 30 class of 2023 – that has been the cherry on top.
A dream come true, if anything.
Pictures supplied from Instagram
This feat, according to Bergman, is something he had been working towards for the longest time. Embodying the faith that he is worth the listing, believing in his abilities and attracting all that he believes he deserves.
Faith, believe and attract.
“To this day, the excitement of making it onto the list hasn’t settled. I am completely honored and, to be honest, I was speechless when I received the news. I think I played AKA’s Congratulate like 10 times after that, overwhelmed by the excitement of achieving such a feat.
“This opportunity allows me to network and collaborate with powerful individuals around the continent, while also upholding the standards of being an alumni. I am excited to also get the opportunity to work with Forbes as well. It is an opportunity of a lifetime,” he said.
The entrepreneur, who hails from Soweto’s Eldorado Park, has a story to tell. One of building a career that has been filled with all the good and the bad, but nevertheless contributes to a history that has strengthened him to where he is today.
Pictures supplied from Instagram
It all started with a dream of being an international model when he was in grade 10, that led him to enter for the Mr. Florida Park High School pageant – which he unfortunately did not win. But that move was almost immediately followed by him signing to a local agency, where he was scouted to go to New York. Like most misfortunes on the road to success, it turned out to be all a scam. A bitter moment in his journey that left him homeless in a foreign country with no money, his passport stolen and zero means of communication.
All this effort was in pursuit to escape poverty that he experienced back home, with the final straw that broke the camel’s back being a scathing fire that robbed him, his mother and sister the little they had left.
But like any good story, New York City gave him the opportunity he desperately needed to set his dreams in motion. An internship opportunity came his way, thanks to a good Samaritan, where he worked until a time when he signed to the New York Model Management agency and got to walk the international runway at the New York Fashion Week within that time.
“After working overseas and gaining the knowledge to understand the business of fashion and model management, I returned to South Africa with the square aim of establishing my own business. I worked within the industry first though, for varying establishments,” like being the Head of Diamond and Merchandise Manager at Jack Friedman and also working for Zara among other corporations.
Resilience prevailed until the time when he built his own brand, starting from the humble beginnings of corner duvet and comforter.
“I remember how, as a young agency, I would pitch to various businesses – asking for briefs for my models that I had gathered while working. These would be random people I saw and thought ‘wow you would make a great model’. I would not forget a time when one of the biggest casting directors in South Africa actually chased me out of his office, saying ‘we don’t need another agency. We’ve got enough,’ although mine was a commercial agency. He straight up told me to leave his office. Today he is a client of mine,” he said laughing.
Pictures supplied from Instagram
“And that was lesson number one, on how to survive rejection within this industry. I quickly learned that one needs to have elephant skin and hair on it,” he said laughing.
“But I still persisted and two days later, DSTV was one of my first bookings that I worked on. That moment affirmed everything that I needed to continue chasing my dreams, with or without ‘official’ offices.”
Through all the hard work one can imagine goes into developing a business, SYNC Model Management has become one of the top three agencies in South Africa, with different model boards that cater to the relatability aspect of modeling, “a gap that I saw within the industry. Where the audience needed real people to relate to people.”
SYNC Modeling Agency manages 2687 models to date.
“I do want to take my company to the greater African continent, to countries such as Nigeria; build it at home first and then extend my reach overseas. I would like to have offices in New York City and London, which will cost me a lot but the rewards of starting from the bottom are undeniable. I know this because I have done it before and I am not afraid of the hard work that it entails.”
“With my simple story of a young man from Eldos, being confronted by so many misfortunes, backlash, being undermined, putting in the hard-work and in the end making it to such amazing global lists, I hope it reinforces in someone how their dreams matter as well. No matter who you are or where you are from, your dreams are valid. Just always remember, #FaithBelieveAttract.”
Keep up with Alessandrio Bergman on instagram, as he jets to Botswana in April with the likes of Nigerian singer/songwriter Tems, Focalistic, Nompumelelo ‘Mpoomy’ Ledwaba and Khethokuhle ‘Kay Yarms’ Ngonyama among others.