UTA Signs Harlem's Apollo Theater for Representation

Apollo Theater
Courtesy of Sanden Wolff Productions

The decades-long gathering place for New York City's African-American community is set for a wider presence for its IP across TV, film, podcasts, publishing and event platforms.

Harlem's legendary Apollo Theater is set for a cross-platform close-up after signing for representation of its IP in all areas with UTA.

Long known as a gathering place for New York City's African-American community, including during its famed amateur night, the Apollo adapted Ta-Nehisi Coates' Between the World and Me memoir as a stage play before a TV special was produced for HBO. UTA plans to expand the Apollo's IP across TV, film, podcasts, publishing and events as it looks to underscore the Harlem institution's cultural influence.

“I look forward to working with UTA to amplify the Apollo’s influence and the artists we champion, while introducing the non-profit theater’s mission and programming to an even broader audience," Apollo Theater president and CEO Jonelle Procope said in a statement.

After the Harlem landmark offered a stage for legendary African American talent like Sarah Vaughan, Billie Holiday and James Brown, the Apollo more recently collaborated with Amazon Studios for the third season of The Marvelous Mrs. Maisel, and produced a live onstage concert following COVID-protocol that featured Wyclef Jean in performance.

In 2019, the Apollo granted an exclusive license for Amateur Night to Yoshimoto Kogyo Co., the largest entertainment company in Japan, expanding the programs reach globally.