Impact International: UK/Euro 2024 Honoree: Anna Gregorek

CONNECTING FANS WITH POWERFUL EXPERIENCES

Anna Gregorek knew she wanted to be in the live business “as a teenager, finding a way backstage at a Jamiroquai gig, and realizing there and then that this was the industry for me. It was so empowering and uplifting, the possibilities to work in music seemed endless,” she recalls.

Gregorek has been growing and leading UTA’s Music Brand Partnerships Department in the UK to be one of the industry’s most impactful, strategic and commercial teams. “We have delivered some very strong and credible global brand marketing strategies, and campaigns for the UTA Music roster,” she says. Among them are partnerships between Kenya Grace and Rimmel London Global Ambassador, Arca and H&M Global Campaign, Diplo and Cartier, Jess Glynne and Karl Lagerfeld, Zayn and Hugo Boss, Craig David and Persil, Sevdaliza and Marine Serre, Latto and Just Eat. The list goes on.

The economic headwinds this business has been facing have also reduced some brands’ budgets, limiting potential artist campaign opportunities, as Gregorek explains, adding, “Our team navigated this with dedicated research into sectors and brand categories that were experiencing growth and looking to reach new audiences via authentic music connections.”

She’s confident that “brands will continue to look at new ways to align with music artists and to reach wider audiences through powerful experiences connecting with engaged music fans.”

To make the most of future opportunities, she’s working with “UTA’s incredible in-house IQ digital research division to further understand our artist audiences. This helps us hyper focus in the exploration of brand campaigns and opportunities for our roster.”

When questioned about the most important issue this industry has yet to overcome, Gregorek says, “equality for women in the music industry is a huge issue that is really only just being addressed now. To date it has been an extremely male-dominated world. However, it makes me proud to see significant changes being made, especially seeing amazing women holding senior positions in the industry, whilst acting as mentors and paving the way for the next generation of female leaders.”