Pollstar + VenuesNow 2022 Women Of Live: Melissa Newhart

Executive, Music Brand Partnerships

Melissa Newhart was one of the first hires to the Music Brand Partnership division at United Talent Agency, and in five short years has made an impact by closing brand deals for top artists including Jonas Brothers, Ms. Lauryn Hill, Young Thug, Bebe Rexha and Tierra Whack with global brands including Mastercard, Xbox, Louis Vuitton, Levi’s, Cadillac, Tanqueray and Smirnoff, among many others.

But among her proudest accomplishments is her work building Colombian artist Karol G into a global force, enlisting Smirnoff as the presenting sponsor for Karol’s sold-out 2021 “Bichota Tour,” her first-ever U.S. headlining run. As part of the deal, Smirnoff sponsored two sold-out, headlining shows in Colombia before some 70,000 fans, performances that gave Newhart “goosebumps.”

Newhart has been instrumental in recognizing new lanes of business for UTA and has been at the forefront of UTA’s expansion into the Latin music business.

During the COVID shutdown, live shows may have come to a screeching halt, but Newhart and her division still managed to close some 500 deals, she says.

“This time last year, MBP was orchestrating mostly digital campaigns, virtual events and livestreams,” she says. “This year, with the increase of vaccines, the ease of restrictions, and pent-up demand for in-real-life connection and experiences, we’re seeing an influx of renewed interest in tour sponsorship, branded events, and experiential marketing.”

Newhart currently serves as Communications Chair for the UTA Women’s Interest Employee Inclusion Group and is a member of UTA’s Internal Mentorship Program and La Femme Majeure, a UTA event series that helps foster and promote women in the music industry.