Spotify’s Vanja Primorac joins UTA for ‘music innovations’

United Talent Agency (UTA) has hired Vanja Primorac, formerly an artist marketing representative at Spotify, in the newly created role of executive for music innovations.

Based in the agency’s Los Angeles head office, Primorac is tasked with identifying and securing marketing, distribution and platform partnerships to ensure UTA’s roster “are on the cutting edge of a constantly evolving music landscape”, says the company.

“The music industry continues to be a hotbed for innovation and disruption, with new platforms and business models continually redefining the landscape,” says UTA’s chief innovation officer, Brent Weinstein. “We are excited to utilise Vanja’s experience and entrepreneurial spirit to help our clients navigate this ever-changing world, and to unlock new creative and business opportunities.”

“together we can develop innovative partnerships and campaigns that can move the needle”

At Spotify, Primorac worked with managers and labels on marketing campaigns for artists including Mumford & Sons, Calvin Harris, J. Cole, Mike Posner and AlunaGeorge.

Prior to joining the streaming company, she worked with Sean Combs to launch the rapper formerly known as Puff Daddy/Diddy/Brother Love’s Revolt TV platform.

“UTA is taking a holistic approach to their artist partnerships and I’m excited to start the next chapter of my career with the incredible team they have in place,” she comments. “It’s tricky to break through the noise in today’s competitive music landscape, and together we can develop innovative partnerships and campaigns that can move the needle.”

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.