Rose Battle is President and CEO of Ultimate Model Management Inc. (UMMI). Now UMMI AGENCY, located in the heart of Atlanta, GA with offices located in 5 major cities to include Chicago, Las Vegas, Los Angeles, New York with its home office and headquarters located in Buckhead, Atlanta, Georgia.
Born in Rocky Mount, N.C. she has always had a passion for modeling. When she and her husband moved to Atlanta she decided to try modeling and became very successful landing jobs with Coca-Cola, Macy’s, Saks, Belk, BET and later ventured into film and television.
She built a strong working relationship with The Coca-Cola Company over the years and worked as a print and trade show model with the company’s publication. In observation of her great passion and perseverance it was suggested to her that she become an agent. She enlisted in Coca-Cola’s mentoring program for a year and graduated from FastTrac, a growth venture program for small businesses at Georgia State University.
Now, with over 20 years of experience in the industry, Rose Battle has gained a reputation with clients like Tyler Perry Studios, Stilwell Casting, Pierre Casting, Macy’s, Belk, Porsche, and Turner Broadcasting, to name a few.
Early on Rose applied herself to gain affiliations with agencies serving minorities and women and was granted certifications with both NMSDC (National Minority Supplier Development Council), GMSDC (Georgia Chapter and WBENC) GWBC (Women Business Enterprise National Council) Georgia Chapter, and was honored on a few occasions for her outstanding achievements.
In 2016, as noted in an article in the esteemed Essence Online Magazine, Rose Battle and UMMI Agency was recognized and nominated by the Coca Cola Company as one of the top 83 African American women owned businesses in Georgia successfully doing business with corporations. UMMI Agency was also branded as the sole provider of professional models for all awards ceremonies credited for providing elite models for the LACE AWARDS with GWBC, the Diamond Awards for Entrainment, The Coca-Cola Awards and the Spirit of Alliance Awards with GMSDC.
She currently teaches a modeling boot camp at Cause of Elegance at Phipps Plaza for young girls and women to prepare them for runway modeling while offering industry information and guidance.
She is a wife, mother and grandmother of five and loves spending her private time with family. She loves cooking, hosting gatherings for family and close friends, biking and walking at Stone Mountain Park.
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UMMI Agency Transcript
Intro: [00:00:04] Broadcasting live from the Business RadioX studios in Atlanta, Georgia, it’s time for GWBC Radio’s Open for Business. Now, here’s your host.
Lee Kantor: [00:00:18] Lee Kantor here, another episode of GWBC Open for Business. And this is going to be a good one. Today, we have with us Rose Battle with Ultimate Model Management. Welcome, Rose.
Rose Battle: [00:00:29] Oh, thank you very much. I’m happy to be here.
Lee Kantor: [00:00:32] Well, before we get too far into the things, tell us about UMMI Agency. How are you serving folks?
Rose Battle: [00:00:39] Well, UMMI Agency is a full-service talent and modeling agency. We’ve been around for about 14 years. We do a variety of things including but not limited to training models and preparing them for the modeling industry, but we do commercials and print advertisement. We service the cast and directors here in Atlanta for those commercials and even the film industry as well.
Lee Kantor: [00:01:07] Now, when you got into the business, was the film industry kind of thriving as it is now?
Rose Battle: [00:01:15] It wasn’t initially but, of course, for the last several years, Atlanta has been the hot spot for film. So, it took me a few years to get something that they call breakdown services. It’s the process of getting letters from, say, casting directors. And I was fortunate enough to be able to obtain these submissions for film projects. And we’ve done many film projects with people like Tyler Perry and George Pierre with Pierre Casting.
Rose Battle: [00:01:53] One of our little child actresses recently landed a role on Underground Railroad and was shooting for 30 some days. So, it’s just exciting to be able to know that we are the agency that’s allowing the talent to do the things that they love and help them build their career in acting and modeling.
Lee Kantor: [00:02:15] Now, maybe you can share some of the behind the scenes? Like from the talent standpoint, what are some of the things that you’re doing on their behalf that maybe they don’t understand or fully appreciate?
Rose Battle: [00:02:28] Well, number one, because I am a former model and actress myself, I’ve been there and I’ve seen things behind the scenes that I needed to know, and the things that I bring to the table to the talent is to make sure that they know where to go. And I make sure that they get through security clearances. And I’m the behind-the-scenes person to make sure that they get everything they need from the casting director, including their fitting information. If they’re going on a job for a commercial, what they have to be fitted for an outfit, making sure that especially in the times of COVID-19, I had to make sure that they have all the valuable information that they need in terms of staying safe and getting their COVID protocols.
Lee Kantor: [00:03:27] Now, speaking of COVID, how has the business changed during this pandemic? There must have been less things being done, like shooting and things like that. How do you help your-
Rose Battle: [00:03:38] Everything, yeah.
Lee Kantor: [00:03:39] How do you help your folks through that?
Rose Battle: [00:03:42] Well, so far, the film industry is starting to pick back up fortunately. I’m very happy to hear that and know that the talent is starting to get jobs again. But because of COVID, we’re not sending the talent in like they normally would go in and audition in front of the cast and directors. So, to keep them safe, everyone has resulted to Zoom auditions.
Rose Battle: [00:04:11] So, they have their camera equipment set up in their home. Even when we are doing things for real families, those families gather together, they always use someone that is already living together in the same house. Sometimes, they will meet actors and real families together. If there isn’t a father in the home and they need a mother and a father, they may add an actor to play that role. But because of COVID, they are typically just only booking people that are living in the same household, so that they can remain safe.
Lee Kantor: [00:04:49] Now, do you have any advice for the actors out there that are having to do some of these auditions or self tapes on their own without being face-to-face? Is there are some tricks and tips you can share to help somebody get a successful audition?
Rose Battle: [00:05:04] Well, there are lots of successful people that we work with as well that have camera equipment and we always make sure that we know that they are following the safety guidelines. They invested the equipment in their own home. They should rely on a reliable source that can give them something that’s quality because casting directors, they are short of time, and they want to see something with clarity and with good sound. So, they are not going to set their equipment up on their own, they need to make sure that they get with a reliable resource. We do have some resources on our website that I’m sure you’ll probably share later of some people that we use that will be able to assist them in doing those video recordings.
Lee Kantor: [00:05:59] Now, as a woman-owned business, you chose to be part of the Greater Women’s Business Council. Can you speak to why that was important for you to go that route?
Rose Battle: [00:06:12] Well, initially, I joined the Georgia Minority Supplier Development Council. I needed to be sort of certified with one of the certifying agencies. And a lot of great things came from that association. But Rosemary Jones, which is no longer with us, she told me a few years ago, she said, “You need to join the Greater Women’s Business Council.” And she really integrated the fact that I needed to join that organization.
Rose Battle: [00:06:42] And I’m really very happy that I did, because there’s nothing like the sisterhood. Women-owned businesses typically help other women-owned businesses. And it’s almost like we’re like a family. So, when we get together and we go to networking events, we see the same business owners and we’re wishing them well. Our hearts are always to be there to help each other. And it’s important, especially in these times, that women-owned businesses help the women-owned businesses. And that’s not just in Atlanta but across the country.
Lee Kantor: [00:07:21] Now, can you share maybe some ways that they can help each other that maybe that you have found in your career?
Rose Battle: [00:07:30] Well, sometimes, I have just found that, now, GWBC is actually having Zoom meetings and networking events through Zoom. So, I attended those networking events. My suggestion is that even relying back to some of those business cards of people that we’ve met that we know that our certified members of GWBC that we reach out and see how we can help each other. I reached out to someone recently that she bakes great cakes, pound cakes from a recipe from her grandmother. And we reached out, and we’ve come up with some ways that we can help each other. And right now, it’s all about helping each other. There’s strength in numbers.
Lee Kantor: [00:08:23] Absolutely. And I always say that with the right partners, you can do anything.
Rose Battle: [00:08:29] Absolutely. I believe that wholeheartedly.
Lee Kantor: [00:08:33] Now, part of the benefits of being part of GWBC is the ability to connect to other kind of enterprise level resources. Have you been able to take advantage of that?
Rose Battle: [00:08:46] Yes, I have. I have taken advantage of so many resources through GWBC. Even, I’ve landed a couple of contracts with Walmart within the last several years. I got my first big contract with Walmart in 2016. It helped to sustain me over the years and it worked out very, very well. I’ve done things with L’Oreal, and Delta Airlines, and Coca-Cola. And Coca-Cola, it’s been one of my supporters because I used to model for Coke for many years. And so, having those conditions and being able to continue to connect with those corporate connections is always good and especially in terms of business owners connecting with contracts with the corporate world.
Lee Kantor: [00:09:45] Right. And if you’re not certified, you’re not getting kind of a chance to get those accounts a lot of the time.
Rose Battle: [00:09:50] Absolutely. So, it’s important that you have those certifications. A lot of people don’t want to go do the paperwork, and it’s a small fee, but it’s important. You get what you put into it. It’s important that you go to the network in advance. And this is important that you keep those certifications going because it makes me and it makes the other business owners that are certified stand out from the rest.
Lee Kantor: [00:10:20] Right.
Rose Battle: [00:10:20] Instead of just opening a business and get a business license, I went through the process of getting certifications and making myself stand up and above other agencies that may be doing the same thing that I’m doing.
Lee Kantor: [00:10:36] Right. This isn’t something where you just pay money, and you join, and expect things to happen. You got to get involved. You volunteer, and take leadership positions, and network and put yourself out there, right?
Rose Battle: [00:10:49] Yeah, you do. You do. And those people that are working, and volunteering, and giving their time. Just like with anything, how can you get if your hand is closed? So, you have to put yourself out there, and let people know who you are, and always with a positive attitude because if you’re meeting with people and you’re telling them what a bad time you’re doing the business, then negative bring negative. You’ve got to stay positive. And here’s a good one, you always got to keep that positive energy going to people that you meet as you do those networking events and tell people about your business.
Lee Kantor: [00:11:31] Right. And I would imagine, in your business, that’s really important to keep all your folks that are kind of relying on you to get them work to keep them pumped up and positive.
Rose Battle: [00:11:40] It is. And I think a lot of people, a lot of talent stay with me for that very reason because I tell them to keep it moving. Don’t give up.
Lee Kantor: [00:11:50] Now, can you-
Rose Battle: [00:11:53] And so, that helps keep them motivated. And I always give them opportunities that come to me when somebody needs some photographs, and they don’t have money to pay for their photographs. Like we recently had a connection with a photographer, when to hear photography, photographers at Disney, and we were able to do a wonderful photo shoot. It was absolutely beautiful. It’s on our website too. He and Mike Moreland did some photographs of the talent. And it’s a great thing to have in their portfolio and in their profile. It brings more work to them.
Lee Kantor: [00:12:32] Now, can you share a story maybe of one of your clients that you were able to help them maybe either get started or maybe took their career to another level?
Rose Battle: [00:12:43] Yes, there’s one particular one that she came to me when she was 14 years old. And she she had never done any modeling. Her mom had gone to a lot of the bigger agencies and they all turned her down. And so, she sent me some photographs, and she was standing out in the grass with kind of red curly hair. And I said, “That’s the cutest little girl I’ve seen in a while.” And I lost her in my email. You get so many emails, I lost her.
Rose Battle: [00:13:18] And about two months later, her mother sent me the picture again. I said, “Okay, there she is.” So, I picked up the phone, and I called her. And her mom registered her in about three or four of my modeling bootcamps. And she was so nervous when she got on the runway. Her little knees was just trembling. And I sent her on her first job with Macy’s on the runway. From there, she connected with someone that taught her photo-posing. She get fabulous photographs. My connections with Macy’s, they loved her. She had she had great personality too. She had a mom both were just good people.
Rose Battle: [00:14:03] And from that, she did some things. She worked with me. Because I am certified with both the Georgia Minority Supply Development Council and WBENC, we’re one of the agencies that have supplied the trophy models for all the awards. So, we did the Lace Awards, the [Damon] Awards and the Spirit of Alliance Awards with GMSDC. And so, Erika was the model, I booked her every one of those awards, and she built her self-confidence up so much that she was really starting to excel in their career. By the time she was 17, she landed a contract in Milan for runway and worked for the entire summer.
Rose Battle: [00:14:55] So, that’s my success story. Her mom sent me an e-mail and said, “Rose, if it wasn’t for you,” she said, “Erika wouldn’t be where she is today,” because no one saw it in her until she came to me. And I told her and I gave her instructions on photography sessions, I gave her instructions on the modeling industry, and her comp card, and then the runway instruction. And she went to another agency at 17 that had contracts in Milan. At the time, I didn’t have overseas contract. I do now. So, she went and I wished her well. And that’s how much she was on her way with the contract.
Lee Kantor: [00:15:40] Wow. That must be so rewarding to see all of that payoff for the hard work that was done by everybody in order to have her be the success she is.
Rose Battle: [00:15:50] Yeah, it was because one of my designers, Edouard Johnson, he passed away the first of the year, he allowed her to use some of his fabulous gowns. He had fabulous gowns. So, the ones that we used at the awards to do her photo shoots. And so, it all played it together for her success.
Lee Kantor: [00:16:14] Right? It’s rarely a person is a success all by themselves. It’s usually a whole bunch of people behind the scenes that are helping make that person a success.
Rose Battle: [00:16:23] Yeah. And my daughter and my son both work in the agency. When I started UMMI Agency, I wanted to leave a legacy for my children. And so, my daughter, Naja, and my son, Aldrick. She’s a professional makeup artist and he’s a professional photographer. So, I had them trained both in the industry to work in the business.
Lee Kantor: [00:16:47] What a gift that is for them.
Rose Battle: [00:16:50] Yes, yeah. We have a lot of exciting stories and memories over the years of things that have happened with the business.
Lee Kantor: [00:16:59] Well, what do you need more of? How can we help you? Do you need more talent? Do you need more opportunities to work with film companies or magazines?
Rose Battle: [00:17:10] Well, I need both. I need both. I need better talent. My goal is to become a union franchise agency. That opportunity would open more doors for better talent. I can get talent now but with the film project, George is a right to where it states. So, I do get set projects and I’ve worked it over the years. But to get star-name actors, I need to have that union franchise agency symbol under my portfolio.
Lee Kantor: [00:17:53] So, you’re working on that, huh?
Rose Battle: [00:17:55] I’m working on it now. I’m almost finished. Stays a little slow because of COVID because people are short-staffed, but that’s my latest still.
Lee Kantor: [00:18:07] Well, congratulations on all your success. You’re making a real impact, and people need to know more about what you’re up to.
Rose Battle: [00:18:15] Oh, thank you so much. I appreciate it. I’m excited to do it. I mean, it’s a fun business to be in, but you have to have a passion for it.
Lee Kantor: [00:18:22] Right, absolutely.
Rose Battle: [00:18:23] You really need to have a passion for it.
Lee Kantor: [00:18:25] And if somebody wanted to learn more about UMMI Agency, or submit, or to get a hold of you, what’s the website?
Rose Battle: [00:18:33] It’s wwww.ummiagency.com.
Lee Kantor: [00:18:35] Well, Rose, thank you again for sharing your story.
Rose Battle: [00:18:43] You’re so welcome. I’m so happy to have been able to share my story with you. And I hope that others that see the success that I have done in working with GWBC that it will bring other women-owned businesses to GWBC for certification.
Lee Kantor: [00:19:03] Yeah, more women-owned businesses should be taking advantage of GWBC. It’s an important association and it helps a lot of folks.
Rose Battle: [00:19:11] It really does. And I’m happy to be a part of it.
Lee Kantor: [00:19:15] All right. This is Lee Kantor. We’ll see you all next time on GWBC Open for Business.
About GWBC
The Greater Women’s Business Council (GWBC®) is at the forefront of redefining women business enterprises (WBEs). An increasing focus on supplier diversity means major corporations are viewing our WBEs as innovative, flexible and competitive solutions. The number of women-owned businesses is rising to reflect an increasingly diverse consumer base of women making a majority of buying decision for herself, her family and her business. 
GWBC® has partnered with dozens of major companies who are committed to providing a sustainable foundation through our guiding principles to bring education, training and the standardization of national certification to women businesses in Georgia, North Carolina and South Carolina.
