UTA's Bold Move: Beyond Movies and TV

David Kramer is now leading United Talent Agency during a tough time for Hollywood. The film and TV industry is shrinking, so UTA is trying new things. They recently showed up big at the Cannes Lions Festival of Creativity. This event is all about advertising and marketing, not just movies and TV. It shows how UTA is growing into new areas like branding, marketing, and even the creator economy. Kramer joined UTA way back in 1992. At that time, it was just a small literary agency. He remembers how they had to work hard to compete with bigger agencies. They focused on discovering new talent, developing projects, and working together. Kramer says this same approach is now used in all the new areas UTA has expanded into, like music, comedy, sports, and more. The goal is to give UTA's clients more chances to succeed. The entertainment world is changing fast. Actors are now working in TV, and TV stars are trying movies. This mix creates new opportunities for everyone. Kramer thinks this is great because it keeps things exciting and challenging. One big change was the end of packaging fees. These were a major source of income for talent agencies, but they were seen as unfair. The Writers Guild of America pushed to end them. Kramer admits this was a big adjustment, but it also pushed UTA to diversify even more. Now, they are involved in music, comedy, touring, and even news and publishing. This has helped make up for the lost income from packaging fees. UTA is not just about movies and TV anymore. They are exploring new areas to keep up with the changing industry. This way, their clients can try different things and find new success. It's a smart move to stay relevant in a fast-changing world.