United Talent Agency

UTA Creators Agent Ike Zhang spoke at the Global Asian Moon Fest + Creator Summit in Los Angeles, on a panel focused on what brands need to know about building effective partnerships with creators. We asked him to share one of the insights from that panel; here’s what he had to say: “A key element emphasized was the authenticity between the creators’ content and the brand they’re working with. This is especially true for AAPI-driven brand activations. Ultimately, we want our clients to have a long-term relationship with brands, where the goals align and the partnership doesn’t feel forced but rather organic — thus creating an additive content play for creators while generating revenue.”

UTA Publishing hosted a soiree at The Ned in New York City for industry leaders and executives. Tastemakers from all different departments of the publishing world came together for a night of mingling and good conversation. Attendees included: Publishing Co-Heads Byrd Leavell and Christy Fletcher; Director of Foreign Rights Melissa Chinchillo; Publishing Agents Brandi Bowles, Gráinne Fox, Lisa Grubka, Dan Milaschewski, Meredith Miller; Coordinators Ethan Schlatter and Laurie-Maude Chenard; and assistants Franck Germain, Geritza Carrasco, and Claire Yoo. Media Rights Co-Head Jason Richman and Media Rights Agent Orly Greenberg were also in attendance. Aimee Bell (Gallery, Simon & Schuster), Peter Blackstock (Grove/ Atlantic, Inc.), Jenny Chen (Ballantine Books), Rakia A. Clark (Mariner/Wm Morrow), Sanyu Dillon (Random House), Morgan Entrekin (Grove/Atlantic, Inc.), Graham Nan (Scribner), Sally Kim (Little, Brown & Co), Abigail Russ (NBC News), Catherine Saunders (NBC News), David Shelley (Hachette), and Jon Yaged (Macmillan) attended as well. 📷: Jeff Neira

This month, UTA clients Ironmouse and jasontheween have claimed the first and second spots respectively as the most subscribed streamers on the popular livestreaming platform, Twitch. Ironmouse currently holds the record with over 320,000 total subscribers. Jasontheween became the most subscribed Asian content creator on the platform with over 100,000 subscribers In September 2024, Ironmouse also surpassed the record for most subscribers of all time during a “subathon,” where they stayed live 24/7 for the entire month, even while sleeping. Twitch is one of the most popular platforms in the creator economy and was one of the most visited websites in the world in the first half of 2024.

Next week, UTA returns to Advertising Week New York at The PENN District. Over four days of programming, and alongside KLUTCH SPORTS GROUP, LLC and MediaLink, UTA is hosting 10+ sessions spanning new horizons where advertising, entertainment, sports, and the creator economy intersect. Swipe for a first look at just some of the artists, creators, innovators, and business leaders we’re bringing to Advertising Week, with headlining sessions on… • Connecting with next gen and multicultural consumers • Forging innovative partnerships with athletes • Bringing together creators and traditional media to drive relevancy • Tapping into the global power of Latin music and artists • Leaning into the demand for travel-lifestyle content  • Building a brand voice that breaks through online noise • Navigating new business opportunities in sports Moderators of these sessions include: Shaina Zafar, Fara Leff, Toni Wallace, Christopher Vollmer, Ziad Ahmed, Rebecca Bibb, and Nicole Chaplin. [h/t Julian Jacobs]  Learn more about Advertising Week New York here: https://lnkd.in/eJpiVsay

"If you believe in an artist and if you believe in what they’re doing, give them the freedom to do it. I think that’s really important." On the heels of big Emmys wins for "Hacks" and "Baby Reindeer" — two projects created by UTA clients — Dan Erlij and Allan Haldeman (Partners and Co-Heads of TV Literary at UTA) spoke to Deadline Hollywood about why they're encouraged that "original ideas and voices" will break through in a marketplace that is "getting healthier." "That larger spirit of people really being excited about original, new ideas — being recognized, finding an audience, and being validated — is great,” Erlij says. Haldeman adds that the appetite for a broader mix of content is undeniable, from the genres themselves to episode length to whether a series is limited versus returning. "You index in a certain way, and then you correct...we’re obviously seeing that going on creatively, in both the hour and half-hour space, in terms of experimenting with some old formulas and formats that provide a great artistry,” he says. “But the main point is it’s about the artists [in] the middle of the format." Read the full story by Peter White, which also delves into streaming pay models, via Deadline: https://lnkd.in/gRv6S2-J

Three-time Emmy nominee Rainn Wilson — one of the stars of 2023’s Lessons in Chemistry — was a guest at the packed Climate Week kick-off cocktails hosted by United Talent Agency and its foundation head René Jones at All & Sundry bar and bistro. The actor and activist recently co-founded a new nonprofit, Climate Basecamp, that he describes as a “climate communications group” looking to reach the “movable middle.”  “There are tens of millions of voters who are young and confused. They are overwhelmed. They are apathetic. They feel like change isn’t possible. So we want to reach them with activations — in person, on social media, video content, using humor, using the arts — to try and activate that movable middle. We want to use storytelling to normalize climate science and just make it part of the national conversation,” said Wilson. Earlier that day, he’d been the headliner at a food-truck activation giving out free vegan hot dogs with names like “Oil companies have known about climate change and its disastrous effects since the 1970s.” Explained Wilson, “in order to get a hot dog you had to order it by its full name.” https://lnkd.in/ghwyahTZ

Lili Reinhart’s skincare brand Personal Day has been years in the making, and it’s almost here. The new venture launches on October 28 and features dermatologist-developed and -tested skin care products for acne-prone skin. UTA Ventures partnered with Reinhart to create the line, which is inspired by the actress’s own struggles with her skin. “Being open about this has never been about validation. It’s just [about] seeking to feel less alone. … Whenever I post about these things, I have swarms of people saying, ‘Me, too!’ and, ‘I’m so glad you’re talking about this,’” she tells Glossy. Read more about Personal Day and our partnership with Reinhart via Glossy:

TIME has recognized our clients Tefi Pessoa, George Lopez, Tanya Saracho, and María Zardoya on its 2024 “Latino Leaders” list, tied to Hispanic Heritage Month. Here’s a glimpse of how each client are trailblazing their respective fields: • Creator Tefi Pessoa interweaves her Colombian and Brazilian heritage in her pop culture reporting and storytelling across social platforms. • George Lopez continues to be a dominant figure in Hollywood with his NBC sitcom, “Lopez vs Lopez,” and advocates for end-to-end Latino involvement in the creation of entertainment. • Tanya Saracho, a screenwriter and the founder of the production company Ojalá, is committed to ensuring Latinx voices have a seat at the writer’s table. She co-founded the Untitled Latinx Project to increase Latinx representation in entertainment. • María Zardoya, the lead singer of The Marías, fuses Latin and indie influences into her music and has won mainstream attention through the group’s collaborations with other Latino artists like Tainy and fellow UTA client Bad Bunny. Read more about our clients’ work via TIME below. 📷: Raul Romo; Christa Holka; Aldo Chacon; Jaxon Whittington https://lnkd.in/dUcEBVUE

🎶 Turn Up the Volume for AWNewYork's Wrap Party! 🎶 Get ready to immerse yourself in the electrifying beats of Latin Music as we celebrate Advertising Week’s 20th Anniversary with RIMAS Entertainment & UTA. Join us for an unforgettable night at the AD SOME MUSIC: AWNewYork WRAP PARTY featuring the sensational Latin GRAMMY-Winning, Multiplatinum Rapper & Singer-Songwriter Eladio Carrión, the dynamic Latin GRAMMY Best New Artist Nominees Latin Mafia and the iconic D.J. and radio personality Alex Sensation, the voice of US Spanish-language radio. https://bit.ly/4esUW1a 📅 Mark your calendars for October 10 at Terminal 5 — doors open at 7:30PM. @eladiocarrion and @itslatinmafia *Open to all Super Delegates or strictly by invite only United Talent Agency and Rimas Music #AWNewYork24

According to PQ Media, spending on product placement is expected to reach around $41.5 billion by 2026. Today's complex entertainment ecosystem, however, can make it difficult for brands to understand the impact of these deals, with viewership being just one of many factors to take into account. Learn how the team of product placement and data experts within UTA Entertainment Marketing — who work on integrations spanning film ("Barbie"), television ("The Bear"), and music videos — partner with marketers to evaluate the true value of a #productplacement deal, leveraging their own framework of rigorous measures. As UTA's Victoria Anorve shares, “What makes our approach innovative is how we interpret the data. We give clients the ability to evaluate an integration holistically and, as their partner, help quantify the overall value."