JAV Agencies: Mundane Middlemen or Grody Gatekeepers?

Published : March 5th, 2025 Written by Fried Chikan

Time for a topic that has been bouncing around my mind for a while. Sorry, there will be no Best Big Tits list or Hottest Yui Hatano videos for you today. Our topic today is less sexy but more important to the JAV industry (not to say that big tits are not important to the industry because they are, massively so).

Our less sexy topic today is all about JAV talent agencies. The workers behind the scenes who sign, produce, and market the talent we enjoy on screen. A necessary part of the industry that works for talent as a go-between for studios and fans. While they are a vital part of the industry, I have major beef with them. It’s time to talk about Agencies: Mundane Middlemen or Grody Gatekeepers?

The Name Changes and Ownership

Now for my first and biggest point of contention; the names. Now for those that don’t know agencies own the stage names actresses use. This also means that if an actress ever decides to switch agencies or leave them then the use of that name is in the agencies' hands. Now they can make a deal or choose to allow them to use their stage name going forward but typically they decide not to. This is the reason why you see so many actresses change their names. Whenever you see name change 9 times out of 10 it has to do with the former agency. Sometimes actresses will get a totally new name or slightly different one or even just slightly change a Kanji character to the point where it’s basically the same name.

Aka Asuka

Shiose

Nagi Hikaru

Now you might be thinking “It’s just a name what’s the big deal?”. For you, it’s a minor annoyance but for talent, it means starting their branding from scratch. Making new socials and fan clubs and trying to regain their followers who may or may not know they are still around. This type of bridge burning is not only unnecessary but also serves as a deterrent to prevent actresses from switching agencies.

Hiatus X Hiatus

Actresses switching agencies bring about another effect and that is the hiatuses. They are signed on for a certain amount of time and when they switch, they can only work when they time period is over. So, if they ever switch then expect a time gap in between their next video. This can mean months and months maybe more if there are disagreements or issues between the agencies. Time spent not working means time spent not making JAV. And that I can’t abide by that.

Mahina Amane is coming back someday

Control Over Image

Another thing agencies have influence over is actresses' image. If you have ever noticed many actresses keep the same look throughout their career. The same hairstyle and conservative styling that the older Japanese general public loves. How many actresses can get the Hime haircut in different variations? However, outside of their videos and official events, you see them sport much more varied and trendy looks. In their own photos or while modelling you can see them in all sorts of styles. Abolish the Hime cut, free the bangs!

Official Umi Yatsugake

Outside Umi Yatsugake

Blacklisting

A rarer and lesser-known occurrence is agency blacklisting. It’s known that performers can choose not to work with certain other performers for whatever reason. However, agencies can mandate that too for their performers. This can be a case of agencies feuding with one another or even with independent actresses.

https://www.zenra.net/blog/zenra-exclusive-jav-interview-maki-hojo

Maki Hojo the Maverick

That is true in the case of Maki Hojo who lost out on appearing in Madonna’s studio-wide orgy special for its 20^th anniversary. As she shared in ZENRA’s interview some agencies weren’t comfortable with her appearing with their actresses for the big title. Maki is one of the few actresses who are independently represented. Now that is industrial gatekeeping 101. If you don’t play the game by our rules then you can’t play at all.

Profit Cut

Now finding out how much AV actresses, and adult performers in general, make is a point of much mystery. They are all basically freelancers at the end of the day and there are levels to everyone’s individual success. But we are here to just talk about how much an agency takes and in the case of June Lovejoy. It’s an eye-popping percentage.

https://www.zenra.net/blog/a-summary-of-june-lovejoys-interview-with-asian-boss

View Spoiler

Mayuki Itou (credit Arparso)

In an interview with Asian Boss, she talks about how her agency used to take about 70% of her earnings before she managed to renegotiate that down to 50%. That is insane. For example, for agents in the US, for whatever industry they are in, you can expect for them to take about around 10-20%. For June and other actresses to start at 70% feels like downright high robbery. Now I’m sure for more in-demand talent they can get a better split but that is a tough percentage split to swallow. Going to have to live on convenience store food for a while on that split.

The Good

I have ragged on them pretty hard but it’s not all bad with agencies. There are some good things that they do for actresses and the industry as a whole. Let’s walk through it.

Getting the word out: PR, Promotion, and Fan Events

Once you make something the next step is letting people know about it and that is a big part of an agency’s job. They are the ones setting up fan events, promotional runs, and social media. Many of them personally handle or control the actress’s social media accounts. Not only do they get the word out but give avenues for fans to follow online or interact with actresses in person.

Rena Miyashita's fan event

Bringing in the Talent

Now the most essential and appreciated function of agencies is talent acquisition. From scouting to taking in applicants, they are the gatekeepers who bring in the talent to JAV. The backbone of JAV is talent and new performers are needed to keep entering to keep coming in as others leave. We have them to thank for all the hotties we enjoy on screen.

Verdict: Mundane Middlemen or Grody Gatekeepers

When you lay it all out there you can make a case for both. Agencies both serve a vital function for the industry and serve themselves before talent. They bring in talent we all love and enjoy and set them up for success. They also hold back talent and spite them if they ever stray. Agencies bring the goods, the bad, and the name changes.