UTA signs Marina for global representation in all areas

United Talent Agency (UTA) has secured Marina for comprehensive global representation, marking a significant new phase in the Welsh-Greek artist’s career. This partnership aims to develop opportunities for Marina in live touring, filmed entertainment, brand collaborations, and various media domains.

The agreement arrives following the extensive Princess Of Power Tour, which is nearing its conclusion with a final show scheduled at Finland's Flow Festival in Helsinki on August 14. The tour has included more than 40 sold-out performances worldwide, displaying Marina’s strong international appeal.

The Princess Of Power Tour has been a commercial success, attracting over 120,000 attendees across multiple continents including North America, South America, Europe, and Oceania. Notable venues on the itinerary were Radio City Music Hall in New York, the Greek Theatre in Los Angeles, London’s Alexandra Palace, and a two-night stint at the Pepsi Center in Mexico City.

In addition to her headline shows, Marina has appeared at major festivals such as Coachella, Lollapalooza, Austin City Limits, Outside Lands, Governors Ball, and Bonnaroo. These appearances have helped maintain her visibility and relevance within the competitive live music landscape.

Her sixth studio album, Princess Of Power, released in 2025 through her own Queenie Records label in partnership with BMG, reached number seven on the UK charts and sold 22,217 copies according to the Official Charts Company. This release also marked Marina’s first project as an independent artist, highlighting a move towards greater artistic control and business autonomy.

Marina previously rose to prominence under the stage name Marina And The Diamonds, achieving a UK number one with her 2012 album Electra Heart, which sold over 216,000 copies. Her debut album, The Family Jewels, remains her strongest seller with sales approaching 319,000 units, underscoring a sustained fanbase since her early career.

Marina’s current management team includes Janelle Lopez Genzink, Bianca Nour, and Merce Jessor at Volara Management, who will likely collaborate with UTA to maximize her commercial and creative potential across markets. The partnership with UTA indicates a strategic effort to leverage her established touring success into broader entertainment and brand opportunities.

While specific projects or endorsements tied to UTA’s representation have not been disclosed, the agency’s involvement suggests forthcoming initiatives that could diversify Marina’s revenue streams beyond traditional music sales and touring. This aligns with industry trends where artists seek multidimensional engagement with audiences.

This development arrives during a period when independent artists often balance artistic freedom with strategic partnerships to navigate an evolving music business. Marina’s shift to independent releases combined with UTA’s global expertise may position her as a versatile artist capable of expanding her influence.

The upcoming wrap of the Princess Of Power Tour and the involvement of a major agency like UTA could lead to new creative ventures or multimedia projects; however, details remain unconfirmed at this stage. Monitoring announcements in the coming months will clarify how this representation will impact Marina’s career trajectory.

From an industry perspective, the alliance highlights the significance of global representation for artists with established international touring circuits. By securing UTA’s support, Marina gains access to broader networks in film, television, and brand partnerships, which are increasingly important revenue streams in the streaming era.

This partnership could also enhance Marina’s catalogue exploitation, potentially revitalizing interest in her earlier work as the agency develops opportunities that draw on her full discography. It reflects a growing pattern where artists leverage their entire body of work while pursuing independent label strategies.

In summary, Marina’s engagement with UTA represents a pivotal move to expand her career beyond music performances into a multi-platform entertainment presence. While precise outcomes are still forthcoming, this development underscores her evolving status in the global music marketplace.