UTA Partners With Cannabis Brand Leune For ‘U Should Hear This’ Series


United Talent Agency has teamed with cannabis lifestyle brand Leune to support UTA’s exclusive music showcase series U Should Hear This. Rising R&B artist and UTA client iyla will perform at the first showcase of the collaboration Thursday (Aug. 15) at the Sonos Penthouse in Los Angeles.

U Should Hear This is an invite-only series that hosts emerging artists at intimate spaces that have been converted into music venues.

“We are striving to curate a unique environment that brings people across different creative fields together and allows them to connect with our talent on a deeper level,” said Vanja Primorac, an executive in UTA’s Music division and founder of the showcase series in a statement. “U Should Hear This is much more of an experiential event than your typical music showcase. We are bringing the artist’s vision to life and giving them a platform to introduce themselves to a fully engaged audience.”

This evening’s performance will see iyla perform songs from her debut EP War + Raindrops at the showcase. The singer-songwriter earned a spot in YouTube’s prestigious annual Foundry international artist development program earlier this year.

“Leune is thrilled to work with UTA to amplify emerging talent while elevating the conversation around cannabis,” said Leune founder and CEO Nidhi Lucky Handa in a release. “Creativity and self-expression are central to the ethos of Leune. The opportunity to shine light on new artists is in perfect alignment with LEUNE’s commitment to the creative culture in Los Angeles and beyond.”

The inaugural U Should Hear This showcase took place earlier this year with a performance by singer-songwriter and UTA client Lissie.

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