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Columbia marketing exec Toni Wallace joins UTA

The role will focus on "cultivating holistic, long-term relationships" between United Talent-represented musicians and brands, says the agency giant's latest hire

By IQ on 07 Feb 2017

Toni Wallace, UTA

image © UTA

United Talent Agency (UTA) has hired branding expert Toni Wallace, most recently senior director of strategic marketing at Columbia Records, as head of music brand partnerships.

Wallace – who at Columbia headed up artist and brand partnerships for the west coast of the US, working with artists including Snoop Dogg, Pharrell Williams, John Legend and Jack White – will work with the agency’s commercial and marketing departments to “harness the creative power of UTA’s talent roster to create new business opportunities for agency-represented artists in the brand world”, reads a statement from UTA.

Prior to joining Columbia/Sony, Wallace (pictured) ran marketing firm Media.NxT, where she developed campaigns for Beats by Dre, Warner Music and Lollapalooza promoter C3 Presents.

“Toni’s depth of relationships, diverse experience and unique perspective position her perfectly to help advance our clients’ ambitions”

She says: “I couldn’t be more excited to be joining UTA. The intersection of music, branding and technology has never been stronger, and, with the addition of music brand partnerships, UTA is uniquely positioned to deliver all of the agency’s resources to cultivate holistic, long-term relationships between artists and brands.”

UTA Music’s Jbeau Lewis adds: “Toni is an incredible addition to our team. Her depth of relationships, diverse experience and unique perspective position her perfectly to help advance our clients’ ambitions. She will create amazing opportunities for our clients, not only in music but throughout our business.”


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