Vanja Primorac heads up the Music Innovation department at leading global talent and entertainment company, UTA. She joined UTA to build out the new department, which sits at the intersection of music, digital, tech and content. Primorac and her team work closely with UTA’s music, brand and crossover divisions to design creative programs to elevate artists and their stories. In her role, she works on forging relationships between UTA, key record labels, management groups and digital platforms. She works closely with clients including Jonas Brothers, H.E.R., LANY, Kacy Hill, Cheat Codes, Tierra Whack, Evie Irie, Jake Wesley Rogers and Iyla. Additionally, she helped launch UTA’s music showcase series “U Should Hear This,” spotlighting emerging talent across all genres. The showcase aims to bring people across different creative fields together.
Prior to UTA, Vanja worked at Spotify in various roles including Artist Relations and Artist Marketing where she advised artists, managers and labels on release strategies and developed creative campaigns, both on and off the platform. Her favorite project was bringing Sasha Sloan, Nina Nesbitt and Charlotte Lawrence together with producer King Henry to write an original song as a part of a larger campaign called “Louder Together,” which was rooted in women coming together, supporting each other and ultimately creating wins together.
Previously, Vanja worked as a producer at Revolt TV, where she produced artist-driven interstitials and co-branded content.
Originally from Bosnia, Herzegovina, Vanja graduated from the University of California, Santa Barbara with a double major in Economics and Communication.