Gen Z Leaders at UTA’s ZCON Redefine Authenticity in Media

The recent UTA ZCON event, held from October 22-23, 2023, at The Preserve in Hollywood, showcased how Gen Z leaders are reshaping the media landscape. This two-day gathering aimed to bridge generational gaps, encouraging established executives to embrace new perspectives that prioritize authenticity and creative expression. The event has already sparked plans for ZCON 2026, signaling a commitment to ongoing intergenerational dialogue.

Ziad Ahmed, head of UTA Next Gen, emphasized the importance of creating a platform for diverse voices. 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.” His vision reflects UTA’s broader goal to act as a catalyst for transformation within the marketplace.

Feedback from executives across various backgrounds has been overwhelmingly positive. Ahmed recounted a call from Julian Jacobs, UTA’s New York chief, who expressed enthusiasm for the event’s success. “This was everything and more. And I want to never stop doing this,” Jacobs remarked, highlighting a collective eagerness among leaders to engage with the Gen Z movement.

The involvement of JUV Consulting, which UTA acquired a year and a half ago, has been pivotal in focusing on Gen Z as a core audience. This year, ZCON partnered with renowned brands such as Cosmopolitan and Coach to explore themes surrounding Hollywood’s evolution, digital identity, and cultural impact.

Participating talent included notable figures like Adam Faze, Hannah Broadhurst, and Auli’i Cravalho, among others. Each session fostered discussions that resonated with the Gen Z audience, addressing their unique perspectives on beauty, health, and social issues.

Creating Authentic Experiences

Olivia Frary, an executive at UTA Next Gen, noted the distinct atmosphere at ZCON, which encouraged attendees to express themselves freely. “What we constantly are hearing is that this just feels so authentic,” she said. The event’s design aimed to create a space where individuals of all ages could shed their professional personas, engaging in activities from dancing to hula hooping without fear of judgment.

Frary further stated, “We’re asking people to do pretty crazy things when they’re well-seasoned executives and folks with amazing careers who usually are in offices and on emails.” This approach has proven effective, as many executives embraced the spirit of the event, participating wholeheartedly in its activities.

The organizers of ZCON are committed to leading by example, striving to create environments where individuals feel safe and supported in expressing their true selves. The objective is to replicate the feeling of connection and authenticity fostered at ZCON in other spaces across the industry.

Looking Ahead

As the dust settles from this year’s event, the focus shifts to how the lessons learned can be scaled and implemented beyond ZCON. Ahmed and his team are eager to explore how these initiatives can be integrated into broader industry practices.

In closing, ZCON has proven to be more than just a two-day event; it represents a movement towards inclusivity and authenticity in media. With plans already underway for future gatherings, UTA is positioning itself as a leader in fostering intergenerational partnerships that can redefine the cultural landscape. The enthusiasm from both Gen Z participants and seasoned executives signals a promising future for collaborative creative efforts in the entertainment sector.