Gen Z Leaders Ignite Change at UTA’s ZCON, Shaping Media’s Future

The recent UTA ZCON event held on **October 22-23, 2023**, in Hollywood has sparked significant discussions about the role of Gen Z in shaping the media landscape. Leaders from the younger generation are emphasizing the importance of authenticity and collaboration across age groups, aiming to bridge the gap between established executives and emerging creative voices.

Ziad Ahmed, the head of UTA Next Gen, expressed enthusiasm about the future of ZCON. He stated, “This doesn’t only have to live at ZCON. This idea that we need to be intergenerationally, intersectionally platforming creative voices and connecting brands to culture can exist everywhere.” The event, which lasted two days, has already laid the groundwork for ZCON 2026, with plans to extend its impact beyond the annual gathering.

Ahmed highlighted the positive feedback from various generations, including a call from his superior, **Julian Jacobs**, UTA’s New York chief, who remarked, “This was everything and more. And I want to never stop doing this.” Such endorsements underscore the event’s potential to inspire ongoing dialogue and collaboration among diverse leaders in the industry.

JUV Consulting, which has been pivotal in orchestrating ZCON, was acquired by UTA’s marketing division approximately eighteen months ago. This acquisition aligns with UTA’s strategic focus on engaging more effectively with Gen Z audiences. The partnership has allowed ZCON to collaborate with notable brands such as **Cosmopolitan** and **Coach**, facilitating discussions around critical topics including beauty, health, digital identity, and social impact.

The event featured a diverse lineup of participants, including artists and influencers like **Auli’i Cravalho**, **Josie Totah**, and **Nia Sioux**, who shared insights into their experiences and perspectives. Olivia Frary, an executive at UTA Next Gen, noted, “There are so many different platforms and stages that are trying to accomplish this… but the feedback that we always get is that this just feels so authentic.”

Frary emphasized the importance of creating an environment where attendees feel comfortable expressing themselves. “We’re asking people to do pretty crazy things when they’re well-seasoned executives,” she explained, referring to activities that encourage creativity and spontaneity during the event. This approach fosters a sense of community, enabling participants to engage freely without fear of judgment.

Moreover, Ahmed and Frary expressed their commitment to leading by example, aiming to create more spaces that empower individuals from all backgrounds to embrace their true selves. “What we want to be able to accomplish is to create more spaces that feel that way,” Frary remarked, highlighting the need for environments that promote genuine interaction and collaboration.

As UTA continues to champion initiatives like ZCON, the agency positions itself as a catalyst for transformation in the entertainment industry. The emphasis on authenticity and intergenerational dialogue reflects a broader shift in the media landscape, where diverse perspectives are increasingly valued. The success of ZCON suggests that the future of media will be shaped significantly by the collaborative efforts of both established leaders and the voices of the next generation.

The excitement surrounding ZCON and its vision for the future signals a promising direction for the media industry, encouraging ongoing partnerships that prioritize authentic connections and innovative ideas.