His father helped create CAA and now Joshua Roth is going to help lead UTA into a whole new world of photographers, painters, sculptors, and mixed media and multi-platform artists. The former Chair of the Art Law Department at Glaser Weil, the firm of heavyweight Hollywood lawyer Patricia Glaser, Roth was announced today as the leader of the brand new UTA Fine Arts.

In clear recognition of the cultural role and potential profits the art world presents both in terms of the work itself and the lucrative world of licensing, the division will essentially serve the role of super gallery for its clients. Having said that, the agency will not actually be selling art and plans to work in partnership with existing galleries, I’m told. Regardless, this opens a whole new market and revenue stream for the agency using much the same business model as it does for Hollywood jobs. Like its film and TV clients, UTA will charge a 10% commission on projects and contracts it gets for its fine art clients.

Josh Roth“We want fine artists to feel that they have someone in their corner, providing the infrastructure to advance and protect their business interests so they may do their best work,” noted the Beverly Hills based agency’s chairman Jim Berkus Tuesday. “We’re pleased to have Josh join UTA to lead this important initiative.” Roth added, “we believe there is room for a serious, professional representation structure in the art world, one that helps artists gain greater control of their careers and opens the doors to new and better opportunities.”

Other agencies have done licensing deals for individual artists and the WME owned IMG has an Art + Commerce division representing photographers such Steven Meisel, hair stylists, make-up artists, illustrators and more. As well as his past work in the fine arts field at Glaser Weil, Roth also sits on the board the indie LAXART and is a member of the Los Angeles County Museum of Art’s Contemporary Friends group. His father Steven Roth sits on the board of LACMA and was a member of the board of MOCA.