UTA Adds Spotify’s Vanja Primorac For Music Innovation

– Vanja Primorac

United Talent Agency has hired Vanja Primorac as its new executive focused on music innovations.

The role has been newly created for Primorac, whose previous position was as an Artist Marketing Representative at Spotify, where she worked with the teams of LANY, J. Cole, Mumford & Sons, AlunaGeorge, Mike Posner and Calvin Harris. She also led the streaming giant’s “Louder Together” campaign and helped Sean “Diddy” Combs launch Revolt TV.

“The music industry continues to be a hotbed for innovation and disruption, with new platforms and business models continually redefining the landscape,” UTA’s Chief Innovation Officer Brent Weinstein said in a statement. “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 said in a statement: “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.”

Last month, UTA announced it had signed Pitbull in all areas. Prior to that the company’s head of fine arts, Josh Roth, died in September.