UTA Signs Harlem’s Apollo Theater

UTA has signed Harlem’s historic Apollo Theater in all areas and will work to expand its cultural influence, representation and programming across TV, film, podcasts, publishing and events.

Like most venues, the 1,526-capacity Apollo has not had an audience in the house for almost a year because of pandemic restrictions, but its website lists more than 150 dates for its last full year of operation, 2019, including its famous weekly Amateur Night at the Apollo. The legendary performance venue averaged 1,246 tickets sold and an average gross of about $82,000 for shows reported to Pollstar for the past 36 months.

The theater, now celebrating its 87th anniversary, has long been a capital of Black artistic creativity and home to memorable performances by James Brown, Billie Holiday and many more, but it has recently become a growing presence in the media. The Apollo’s executive producer, Kamilah Forbes, directed and executive produced a special based on Ta-Nehisi Coates’ memoir, “Between the World and Me,” that made its premiere on HBO and HBO Max. Forbes conceived and directed the stage adaptation of Coates’ critically acclaimed work for the Apollo Theater in 2018 and 2019.

Other highlights: the HBO-released Emmy-winning documentary produced by Lisa Cortes in 2020, “The Apollo”; a prominent appearance in a third-season episode of Amazon Studios’ “The Marvelous Mrs. Maisel;” and the Apollo Digital Stage, which has featured artists such as Grammy Award winner Wyclef Jean performing his 1997 debut album, The Carnival.

Apollo Theater President and CEO Jonelle Procope said in the release announcing the agreement: “The Apollo Theater has long been a vibrant platform for artistic innovation as well as a place for audiences to come together to celebrate Black culture and the arts of the African Diaspora. I look forward to working with UTA to amplify the Apollo’s influence and the artists we champion, while introducing the non-profit theater’s mission and programming to an even broader audience.”

Earlier today UTA announced it had signed The Marshall Tucker Band for exclusive worldwide representation in all areas including concert bookings, literary deals, film and television. The company also broke the news that veteran agent Brett Saliba has joined the agency’s music department. He will be based in the Nashville office.