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Multicultural and Inclusive Marketing Excellence Awards Grand Jury
Partner and Head of Global Music Brand Strategy and Partnerships
United Talent Agency
BIO
Toni Wallace is one of the most influential brand strategists and cultural architects working at the intersection of music, entertainment, and global commerce today.
With over 25 years of experience building iconic brands, forging transformative partnerships, and shaping the future of culture, she has established herself as a defining force in the creative economy.
As the founder of UTA's Music Brand Partnerships division — now a nine-figure business with a team of 25+ representing more than 1,000 artists globally — Toni has pioneered a new model for how brands and talent create value together. Her work goes far beyond deal-making: she builds ecosystems, launches businesses, and engineers cultural moments that move markets.
Her portfolio speaks for itself. Toni architected the multi-year Bad Bunny x Adidas franchise — culminating in the BadBo 1.0, the first-ever signature sneaker by a Latin artist — and orchestrated its landmark integrations into the Grammy Awards and the most-watched Super Bowl Halftime performance in history. She drove the Karol G x Coca-Cola Coke Studio campaign which garnered over one billion YouTube views, making it the top branded music video of the decade, and served as a catalyst for Karol's song of the year Grammy win. She launched 200 Copas by Casa Dragones — Karol G's joint-venture tequila brand — which became the fastest-growing luxury tequila in the U.S.
Across two decades, she’s put together world-renowned collaborations and campaigns for brands such as Airbnb, Calvin Klein, Corona, Google, Gucci, L’Oréal, LVMH, McDonalds, New Balance, PepsiCo, Reebok, Unilever, and Visa just to name a few. She also personally represents a number of clients including Bad Bunny, Cardi B, Ca7riel & Paco, Eladio Carrión, Grace Wales Bonner, J. Cole, Karol G, Ludacris, Megan Moroney, Mel Robbins, and RIMAS Entertainment.
Before UTA, Toni held senior roles at Columbia Records and Microsoft, grounding her creative vision in rigorous business strategy.
She has been recognized by Billboard's Power 100, Billboard's Top Women in Music, Variety's LA Women's Impact Report, Pollstar's Women of Live, and Billboard's Inaugural Pride List, among others, and has served as a Clio Awards juror and winner. She holds a BA from Northeastern University and an MBA from McCombs School of Business.
Get to know the 2026 Multicultural and Inclusive Marketing Excellence Awards Grand Jurors.