Irene Agbontaen has joined UTA as Director of Artist Brand Strategy on the Music Brand Partnerships team. She will be based in London.

In this newly created role, Agbontaen will focus on artist brand strategy for the London office’s European roster of clients while developing strategies for artists in the brand-partnerships space, leading endorsement and sponsorship opportunities and building long-term brands and businesses for artists.

Agbontaen brings a decade of experience, which includes founding the brand TTYA London and consulting to brands like Nike, Apple and YouTube Music.

Said Toni Wallace, Co-Head of Global Music Brand Partnerships at UTA, “Irene has always been at the center of culture, design and fashion. She's a tastemaker and entrepreneur who has continuously helped leading brands redefine how they connect with younger audiences and talent in music and the arts. We couldn’t be more excited to welcome her to UTA.”