Toni Wallace is one of the most influential brand strategists and cultural architects working at the intersection of entertainment, business, and global commerce today.

As founder of UTA's Music Brand Partnerships division — now a nine-figure business representing 1,000+ artists globally — she has pioneered a new model for how brands and talent create lasting value together. Some of her clients include Bad Bunny, Cardi B, Grace Wales Bonner, Karol G, Ludacris, Megan Moroney, Mel Robbins and RIMAS Entertainment to name a few.

Toni's portfolio defines modern culture marketing. She architected the Bad Bunny x Adidas franchise, culminating with the release of the first signature shoe for a Latin artist at the most watched Super Bowl Halftime performance in history. She has also led all of Bad Bunny’s brand businesses since 2019 including his iconic Calvin Klein campaign.

Wallace is also responsible for launching Karol G’s most recent venture 200 Copas by Casa Dragones, outselling all celebrity tequilas in its debut year. She also put together Karol’s partnership with Coca-Cola which led to the number one branded music video in the last decade.

Before UTA, Toni held senior roles at Sony Music and Microsoft. She is a Clio Award winner and Billboard Power 100 honoree among many other accolades.