Global head of UTA Music David Zedeck has given an insight into the company's future plans in a new interview with Music Week.
UTA acquired Neil Warnock's The Agency Group (TAG) in 2015 in what was described as "a quantum leap" for the firm. TAG was combined with UTA’s existing music division, giving the US business a presence outside of LA and New York for the first time and forming a shared roster of more than 2,000 artists.
US-based Zedeck (pictured), who was Live Nation's EVP and president of global talent and artist development prior to joining UTA last year, was interviewed for Music Week's cover feature celebrating Warnock's 50 years in the business.
Here, he opens up on the UTA-TAG deal, the firm's digital expansion and its continuing evolution.
What have been the biggest benefits of UTA’s integration with TAG?
"When UTA acquired TAG, we immediately became a leading global booking agency. What would normally have taken years of building, put us on the path with a single acquisition. Both the leadership at UTA and Neil realised the value in UTA’s access to a wide-range of opportunities beyond music, especially in a world where artists want to live in a multi-hyphenate space. It was an opportune time for growth at UTA and a complementary partnership that gave each side an essential piece of the business that they were looking for."
Tell us about the success of UTA's digital expansion...
"Having an in-house digital department has been a major benefit to the agency in staying ahead of the curve. We have experts in our digital division who represent companies, platforms, influencers and brands that have all led to opportunities for our clients including DJ Khaled’s creative media company WeBuyGold, 21 Savage’s online animated series, and the touring comedy show from YouTube stars, Rhett & Link. From a touring point of view, social media lets artists speak to their fans directly and it also allows us to geo-target audiences. Streaming platforms reach fans around the world in a much more proactive and organic way than ever before."
What are your main targets for the company moving forward?
"First and foremost we want to continue doing great work for our client base. Whether they want to route successful global tours or work in different mediums, we can help them build that. We strive to work with artists who have great music and great stories to tell that resonate around the world. We have a great company culture that is only growing and becoming more diverse as we continue to evolve."