Courtesy of UTA, Commentary by Steve Cohen
When UTA opened its Atlanta offices in March, it was a big deal for this community. We’re the first major talent agency to go all-in on Atlanta. Many on our team have strong ties to this region. There’s a real sense of pride and purpose to our work.
Since day one, Atlanta has embraced us. From artists and athletes to elected officials and entrepreneurs, people are excited to have the support of a global talent agency. UTA is committed to putting infrastructure and institutional support across entertainment, sports and media to work for Atlanta’s creator economy. We want to be a center of gravity here — a hive of ideas, networking and support — and a lightning rod for more talent, executives, companies and opportunities.
This was the driving force behind creating UNLOQ404 (the numerals nod to the city’s area code). Goldman Sachs predicts the creator economy could hit half a trillion this decade. UTA is a market leader in many of the business areas driving that growth, including digital talent, gaming and esports, and audio. We want to help young people participate in this ever-growing economy, convert their passions into a profession, and learn from those who’ve achieved their dreams.
Historically, storytellers and creators in Atlanta didn’t get these opportunities. To be in the same room as talent agents and entertainment executives, they had to go to LA and New York — maybe Chicago or Austin. UTA is changing that. Some of the most relevant companies in the world signed on to be a part of the inaugural UNLOQ, which sold out. And many of the city’s most influential power players showed up to educate and help the next generation at this sold-out event.
We are energized by the opportunity to help young people tap into their full potential, create their lanes, build their empires and become someone else’s inspirational proof point that your dream can be your job.
This city’s gravitational pull and rising power in culture is undeniable. The young people – their drive, vision and hustle – are a big part of that. Because of them, Atlanta’s influence and impact on the world are just getting started, and UTA is here for it.
