UTA Hires Spotify's Vanja Primorac for New Music Innovations Position: Exclusive

Alex Loucas/Courtesy of UTA
Vanja Primorac

Primorac will 'identify and execute innovative marketing, distribution and platform partnerships' according to UTA

United Talent Agency has hired Vanja Primorac to focus on music innovations in a newly created executive role. As part of her new job, Primorac 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," according to a release.

UTA Chief Innovation Officer Brent Weinstein's said UTA was "excited to utilize Vanja’s experience and entrepreneurial spirit to help our clients navigate this ever-changing world," in a statement to Billboard, while 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 for artists include 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.


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