United Talent Agency (UTA) has hired branding expert Toni Wallace in its Beverly Hills, CA office as Head of Music Brand Partnerships.
Wallace spent the last 12 years in entertainment and technology marketing, and creating partnerships between musicians and Fortune 500 brands.
She previously ran West Coast brand partnerships at Columbia Records, where she worked with artists such as Pharrell Williams, John Legend, Jack White, Barbara Streisand, Snoop Dogg, Rachel Platten, and Leon Bridges.
In her new role at UTA, Wallace will work closely 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.
Jbeau Lewis, of UTA’s music leadership team, said, “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.”
“Toni will create amazing opportunities for our clients, not only in music but throughout our business.”
Jbeau Lewis, UTA
Wallace said, “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. I look forward to continuing to grow our artist’s careers through innovative nontraditional sales and marketing partnerships.”
Prior to Columbia, Wallace was employed at Microsoft, where she worked with brands including Xbox, Windows, and Windows Mobile.
She was also one of the leads responsible for launching Microsoft’s first global partner program.
Throughout her career, Wallace has worked with with the likes of Warner Music Group, Billboard, C3 Presents, SXSW, and Beats by Dr. Dre.Music Business Worldwide