Vanja Primorac, UTA's head of music innovation, talks about her weekly schedule and what's next in music and tech.
, 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.’ Revolt TV 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.
That includes forging partnerships with virtual reality and augmented reality startups, live-streaming platforms like Twitch, podcasting houses and live entertainment companies. “You think about Instagram and Twitter and the campaigns people used to do when they first started, and you’re like, ‘Huh. That was one of the first influencers,’ ” she reflects. “So how do we identify those opportunities now?” A recent week on her calendar shows her multipronged approach to answering that question.
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