UTA's Bold Move: Beyond Movies and TV

Expanding Beyond Film and TV

David Kramer is now at the helm of United Talent Agency (UTA) during a challenging period for Hollywood. As the film and TV industry contracts, UTA is venturing into new territories. Their recent strong presence at the Cannes Lions Festival of Creativity—an event focused on advertising and marketing—demonstrates their shift into branding, marketing, and the creator economy.

A Legacy of Growth

Kramer joined UTA in 1992, when it was a small literary agency. He recalls the relentless effort to compete with larger agencies, emphasizing talent discovery, project development, and collaboration. This philosophy now drives UTA's expansion into music, comedy, sports, and beyond.

Adapting to Industry Shifts

The entertainment landscape is evolving rapidly. Actors transition to TV, and TV stars explore film, creating fresh opportunities. Kramer views this as an exciting challenge, keeping the industry dynamic.

The End of Packaging Fees

A significant change came with the elimination of packaging fees, a major revenue source for talent agencies but deemed unfair. The Writers Guild of America advocated for their end. Kramer acknowledges the adjustment but notes it spurred UTA to diversify further. Today, they engage in music, comedy, touring, news, and publishing, compensating for lost income.

A Forward-Thinking Approach

UTA is no longer confined to film and TV. By exploring new avenues, they ensure clients can pursue diverse paths to success. This strategic pivot keeps UTA relevant in an ever-changing industry.