BEVERLY HILLS, USA // Toni Wallace is the Co-Head of Global Music Brand Partnerships (MBP) at leading global talent, entertainment and sports company, UTA. Wallace has cemented herself as a leader in the entertainment and technology industry over the last 18 years. In her current role, she is responsible for leading brand strategy and marketing partnerships for UTA’s world-renowned music roster of over 1000 artists.
Wallace built UTA’s women-led MBP team from the ground up over the last six years. Since the start of the pandemic the division has secured over 500 deals for clients and in partnership with their colleagues recently signed acclaimed artists such as Cardi B, Lil Nas X, Lizzo, and many others. Wallace is personally responsible for brand strategy and partnerships for acclaimed artists such as Bad Bunny, Chance The Rapper, Marshmello, H.E.R., Offset and many others. She also ran sponsorships and experiences for Post Malone’s Posty Fest, H.E.R.’s Lights On Festival, and Swizz Beatz and Timbaland’s Verzuz.
Prior to joining UTA, Wallace ran brand partnerships and licensing for five years at Columbia Records. She initially ran the West Coast Brand Partnerships Team but was quickly responsible for the US. While at Columbia, Toni personally developed brand partnerships for Pharrell Williams, John Legend, Jack White, Barbara Streisand, The Chainsmokers and many others. Before Columbia Records, Toni spent the first five years of her career at Microsoft where she was a Senior Product Manager for Xbox and Window Live and prior to that a Marketing Manager for Microsoft’s Worldwide Partner Program which was named the number one channel program that year.
Passionate about the intersection of music, entertainment and technology, Toni has spent her career creating innovative partnerships and marketing platforms for artists and brands. Wallace’s success spans across music genres, online services, live touring, festivals, endorsements, sponsorships, ad campaigns, games and product development. Toni was responsible for one of the first VR and AR partnerships in music in 2014. During Covid, some examples of her work include Post Malone’s first-of-its-kind Nirvana livestream tribute concert on YouTube which raised over $500K and was nominated for a VMA for “Best Quarantine Performance.” She also partnered Chance The Rapper with General Mills to bring America the first virtual Teacher Appreciation Award show on Instagram Live and with Ralph Lauren to launch the first bitmoji fashion collection on Snapchat. Most recently she partnered Bad Bunny with Corona, Adidas, Cheetos, and many more.
One of Wallace’s most important priorities is giving back to the community, which is demonstrated through the charitable components of her brand deals. Additionally, she and Samantha Kirby Yoh (UTA Partner and Co-Head of Worldwide Music) are the Executive Sponsors for Justice Now, a task force launched by several colleagues within UTA’s Music department after the death of George Floyd. Justice Now aims to reverse systemic racism in the industry through four pillars of education, mentorship, empowerment and fearless imagination. She and Rene Jones (Head of UTA Foundation) also lead the music division’s efforts for UTA Green. The initiative aims to provide the resources and tools needed to reduce the music industry’s environmental impact, educate and train our teams, create spaces for conversations and community development, and enhance our ability to volunteer for climate change action.
Toni has been featured on lists including Billboard’s Power 100 and Women In Music, Pollstar’s Women of Live, Variety’s LA Women Impact Report, Billboard’s Latin Power Players, Billboard’s Branding Power Players, and Billboard’s Inaugural Pride List of Industry Shaping LGBTQ Executives, among others. Toni has an MBA from UT’s McCombs School of Business and a BA from Northeastern University.