The latest industry news to your inbox.


I'd like to hear about marketing opportunities


I accept IQ Magazine's Terms and Conditions and Privacy Policy


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.”


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

More news

Sarah Casey joins UTA London The former LPO agent, whose roster includes Dagny, All Our Exes Live in Texas and Beoga, will be "an asset to the team", says office head Neil Warnock
Lyndsay Harding becomes first female major agency ... Harding, formerly of film company Amblin Partners, joins United Talent as the 'first woman CFO' of a major talent agency
Ex-UTA Canada agent Zaed Maqbool heads to LN Maqbool is the latest exec to announce his departure from UTA's closing Toronto office – although he's "crossing over to the other side" with a VP...role at Live Nation UAE
United Talent Agency appoints new co-presidents David Kramer and Jay Sures, who had been co-MDs since 2010, "embody the greatest parts of UTA", says agency CEO Jeremy Zimmer
More UTA Toronto staff find homes at APA, Paquin Former TAG heavyweights Ralph James and Jack Ross will head up a new Toronto office for APA, while ex-UTA agents Adam Kreeft and Rob Thornton join...Paquin Entertainment