Gen Z Leaders Drive UTA’s ZCON to Redefine Authenticity in Media

The recent UTA ZCON event, held on October 22-23, 2023, in Hollywood, showcased how leaders from Generation Z are reshaping the media landscape by emphasizing authenticity. As the two-day conference concluded, participants reflected on the innovative approaches that could transform intergenerational collaboration in the industry.

Ziad Ahmed, head of UTA Next Gen, expressed enthusiasm about the event’s potential to extend beyond its current format. “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,” he stated. Ahmed emphasized the role of UTA as a “supercharged engine” to facilitate this transformation, highlighting the support from the company in nurturing the event’s vision.

The response from seasoned executives has been overwhelmingly positive. Ahmed noted a conversation with Julian Jacobs, head of UTA New York, who described the event as “everything and more” and expressed a desire to continue such initiatives. The enthusiasm across generations indicates a growing recognition of the importance of intergenerational dialogue in the media sector.

ZCON was organized by JUV Consulting, a company that UTA acquired to enhance its focus on Gen Z audiences. This year’s event brought together prominent brands such as Cosmopolitan and Coach, featuring sessions that examined Hollywood’s evolution, Gen Z’s relationship with beauty and wellness, and the impact of digital identities on culture.

Notable participants included Auli’i Cravalho, Hannah Broadhurst, Michael Cimino, and Nia Sioux, who engaged in discussions that underscored the significance of authenticity in today’s media environment. The event aimed to create a platform where all voices, regardless of age or background, could be heard and celebrated.

Creating Authentic Connections Across Generations

Olivia Frary, an executive at UTA Next Gen, remarked on the unique atmosphere at ZCON, where attendees felt comfortable expressing their true selves. “We’re asking people to do pretty crazy things when they’re well-seasoned executives,” she said, referring to the interactive nature of the event. The feedback highlighted that participants appreciated the authenticity of the experience, allowing for genuine connections.

Frary emphasized the importance of leading by example, aiming to cultivate spaces where individuals from all walks of life can feel safe and encouraged to express their identities. “What we want to accomplish is to create more spaces that feel that way,” she noted, illustrating the goal of fostering an inclusive environment.

The success of ZCON is evident not only in the positive feedback from participants but also in the anticipation for future events. Plans are already underway for ZCON 2026, with a vision to expand the conversation around authenticity and intergenerational collaboration.

As the media landscape continues to evolve, gatherings like ZCON provide vital opportunities for dialogue and connection, paving the way for a more inclusive future. The commitment to authenticity and collaboration reflects a broader cultural shift, emphasizing the need for diverse voices in shaping narratives across industries.