United Talent Agency (UTA) has hired Vanja Primorac as an executive focused on music innovations. In this newly created role, Primorac will identify and execute marketing, distribution and platform partnerships to ensure the company’s global roster of artists are on the cutting edge of a constantly evolving music landscape.

Speaking about the appointment, UTA chief innovation officer, Brent Weinstein said: “The music industry continues to be a hotbed for innovation and disruption, with new platforms and business models continually redefining the landscape. 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.”

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.”

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. Artists she has worked with include LANY, J. Cole, Mumford & Sons, AlunaGeorge, Mike Posner and Calvin Harris. Primorac also spearheaded Spotify’s Louder Together campaign which featured Sasha Sloan, Nina Nesbitt, Charlotte Lawrence and King Henry.  

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