Without Concerts, Artists Are Turning to Ice Cream Deals and Sponsored Livestreams

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In the last couple of months, United Talent Agency (UTA),which represents artists including Post Malone and Chance the Rapper, has closed 165 brand partnership deals for its artists. Co-heads of UTA’s music brand partnerships division Alisann Blood and Toni Wallace say they expect to close twice as many deals as in 2020 as in a more typical year.

UTA’s competitor Creative Arts Agency (CAA) this week surpassed its 100th brand deal since the coronavirus — hitting the milestone much more earlier than usual in the year, says CAA head of music brand partnerships Tom Worcester.

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