Branding expert Toni Wallace has joined UTA as head of Music Brand Partnerships where she will work with the agency’s commercial and marketing departments to create new business opportunities for UTA’s artists.

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Jbeau Lewis, of UTA’s music leadership team, said of Wallace, “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.”

Wallace comes to UTA after running West Coast brand partnerships at Columbia Records where she worked with Pharrell Williams, John Legend, Jack White, Barbara Streisand and others; she created one of the first virtual reality and augmented reality partnerships in music. She has also worked for Microsoft, Warner Music Group, SXSW and Beats by Dr. Dre.

“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,” Wallace said.