What’s next in music and tech? Just ask Vanja Primorac, the 29-year-old UTA hired in November as head of music innovation, a newly formed division. “The idea is to be the resident expert in all things related to digital platforms,” says the Los Angeles native.
Primorac began her career developing content at Sean Combs’ Revolt TV (“a speed course into the entertainment industry”) before joining Spotify’s artist marketing team. Eventually craving more direct creative involvement, she reached out to her friend Milana Rabkin, the CEO of Stem, about potential freelance opportunities. Rabkin directed her to longtime UTA agent Brent Weinstein. “He and [UTA chief] Jeremy Zimmer were looking for someone to fill this gap in music,” says Primorac -- specifically, someone who could help the agency venture beyond the streaming and social media giants and find unusual opportunities for its music clients with high-tech entertainment startups.
Primorac’s out-of-the-box outlook -- she cites UTA’s recent team-up with Marshmello and Fortnite as an illustrative win for the artist, his management and the agency -- fit the bill. “Streaming is valuable,” she says, “but you’re only going to find success if you have everything else going on at the same time and understand the innovation space.”