UTA hires Spotify’s Vanja Primorac to focus on Music Innovations

United Talent Agency (UTA) has hired Vanja Primorac as an executive focused on Music Innovations.

In this newly created role, she will identify and execute marketing, distribution and platform partnerships.

Previously, Primorac was an Artist Marketing Representative at Spotify where she worked with managers, independent and major labels, advising on streaming strategies and executing marketing campaigns.

Primorac played a key role in helping artists such as LANY, J. Cole, Mumford & Sons, AlunaGeorge, Mike Posner and Calvin Harris to connect with their audiences globally.

She also spearheaded Spotify’s Louder Together campaign which featured Sasha Sloan, Nina Nesbitt, Charlotte Lawrence and King Henry.

Prior to that, she worked with Sean “Diddy” Combs and team to launch Revolt TV, helping to conceptualize and develop content initiatives, produce artist-driven interstitials, and lead production on all of their co-branded content.

“We are excited to utilize Vanja’s experience and entrepreneurial spirit to help our clients navigate this ever-changing world, and to unlock new creative and business opportunities.”

Brent Weinstein, UTA

“The music industry continues to be a hotbed for innovation and disruption, with new platforms and business models continually redefining the landscape,” said UTA Chief Innovation Officer, Brent Weinstein.

“We are excited to utilize Vanja’s experience and entrepreneurial spirit to help our clients navigate this ever-changing world, and to unlock new creative and business opportunities.”

“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.”

Vanja Primorac

Primorac added: “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.

“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.”Music Business Worldwide

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