Irene Agbontaen has been named Director of Artist Brand Strategy on the Music Brand Partnerships (MBP) team at United Talent Agency (UTA).
This is a newly created role, and Agbontaen will be based in London.
Agbontaen will focus on artist brand strategy for UTA’s London office’s European roster of clients.
Her core focus, says the company, will be around developing strategies for artists in the brand partnerships space, leading endorsement and sponsorship opportunities, and building long-term brands and businesses for artists.
She is also the founder of accessible style brand TTYA London.
In March 2021, UTA acquired UK-based Echo Location Talent Agency, which was founded and led by Obi Asika, who now serves as Co-Head of the UK office alongside Neil Warnock, MBE.
The acquisition brought artists including Diplo, Major Lazer, Marshmello, Alesso, Wizkid and more into the UTA fold for international representation.
UTA Music’s UK office has also made a number of new hires over the past year, including The Earth Agency co-founder Rebecca Prochnik, who serves as Director of Growth & Strategy, UK Music.
“Irene has always been at the center of culture, design, and fashion.”
Toni Wallace, UTA
Toni Wallace, Co-Head of Global Music Brand Partnerships at UTA, said: “Throughout her career, Irene has always been at the center of culture, design, and fashion.
“She is a tastemaker and entrepreneur who has continuously helped leading brands redefine how they connect with younger audiences and talent in music and the arts.
“She will be an invaluable asset to our London office and our clients around the world, and we couldn’t be more excited to welcome her to UTA.”
“UTA has been a leader in successfully connecting the worlds of business and pop culture.”
Irene Agbontaen, added: “UTA has been a leader in successfully connecting the worlds of business and pop culture.
“I am so excited to join the team and focus on using creative thinking to develop strategies and long-lasting partnerships for talent.”Music Business Worldwide