The new venture by Music + Sport, also behind Cricket Live and The Jockey Club Live, will launch with Jess Glynne at Kingsholm Stadium in June
Sign up for IQ Index
The latest industry news to your inbox.
UTA has previously negotiated in-game performances for artists including Marshmello, Dominic Fike and Post Malone
By IQ on 10 Mar 2021
UTA has appointed Geoff Sawyer as an agent in the video games division to foster collaborations between the agency’s music clients and the gaming industry.
He joins UTA from Red Bull where he was director of global music services and oversaw the team responsible for music solutions for the entire company.
Prior to that, Sawyer was director of licensing and creative partnerships at Beyond Marketing Group, where he negotiated and managed brand partnerships between Toyota and artists such as Slayer, Steve Aoki and Joey Bada$$.
With his new position, Sawyer will be based in LA and will report to UTA partner and head of video games, Ophir Lupu.
“The line separating gaming and the entertainment industry is disappearing completely”
“Geoff has an unparalleled reputation for facilitating successful connections between recording artists, brands and media networks,” says Lupu.
“As gaming continues to cement itself as a critical component of pop culture, we believe that the number of meaningful collaborations for musicians will continue to increase and Geoff’s expertise will be invaluable in finding these new opportunities for our clients. We are thrilled to welcome him to UTA.”
Sawyer says: “The line separating gaming and the entertainment industry is disappearing completely. And the symbiotic relationship between games and music stands to deepen greatly as technology advances and audiences converge. I am elated to join the legendary team at UTA and to serve our incredible music clients with opportunities previously unconceived.”
Within the music-gaming sphere, UTA has helped negotiate Marshmello’s performance in Fortnite; Dominic Fike’s appearance in the first edition of Fortnite‘s ‘Spotlight’ Party Royale in-game concert series and Post Malone’s headline slot for Pokémon’s 25th anniversary virtual concert celebration.
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.