United Talent Agency Adds Vanja Primorac For New Music Innovations Role

Vanja Primorac

Talent and entertainment company 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 innovative 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. Primorac comes to UTA from Spotify, where she was an artist marketing representative. She will be based in UTA’s Los Angeles office, but will work with all of UTA’s offices including Nashville, New York, Miami, London and Sweden.

“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.”

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.”

In her previous role with Spotify, Primorac worked with managers, independent and major labels, advising on streaming strategies and executing marketing campaigns. Her work was instrumental in helping develop and established artists such as LANY, J. Cole, Mumford & Sons, AlunaGeorge, Mike Posner and Calvin Harris. 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.


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About the Author

Jessica Nicholson serves as the Managing Editor for MusicRow magazine. Her previous music journalism experience includes work with Country Weekly magazine and Contemporary Christian Music (CCM) magazine. She holds a BBA degree in Music Business and Marketing from Belmont University. She welcomes your feedback at [email protected]

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