CAA Names New Co-Heads Of Cultural Business Strategy

Theatre agent Kevin Lin and multicultural business executive Ruben Garcia are CAA’s new Co-Heads of Cultural Business Strategy, the agency announced on Sept. 21. The two will work with the CAA Board and President Richard Lovett to “strengthen companywide strategies that maximize creative opportunities and business growth for the agency’s diverse clients.” 

Garcia – who has been with CAA since 2011 – will work with CAA Amplify, the platform connecting thought leaders and cultural changemakers throughout the industry to increase representation and generate dialogue about issues of diversity. 

Lin – with CAA since 2012 – will oversee the agency’s Cultural Innovation Task Force, which is made of agents and executives trying to develop best practices related to diversity to build on the commitments Lovett made at a CAA Amplify Town Hall in 2020, including supporting Black businesses and making sure CAA is engaging in anti-racist education and accountability and combatting harmful stereotypes. 

“I’ve seen first-hand the incredible influence CAA has in championing artists, athletes, and icons that truly reflect the world we live in, especially in the face of systemic racism against Black lives and communities of color,” Lin said in a statement. “Building upon the commitments we made at our Amplify Town Hall, I’m humbled and excited to work with colleagues across the agency to reaffirm and redefine CAA’s multicultural leadership.”

Garcia added in a statement: “I am proud of the investments and commitments that we have made to create more space and opportunity for so many talented artists who are shaping the cultural landscape.

“As the world and our industry continue to confront a range of social challenges, I am excited to launch this new partnership with Kevin to innovate on our existing efforts and continue the important work of changing the complexion of our industry.”

In June CAA appointed Lisa Joseph Metelus to the CAA Board as a part of its ongoing efforts to promote diversity and inclusion. Metelus helped Dwayne Wade found CAA Amp, a cultural strategy agency within CAA’s brand consulting division. 

“We have reached an inflection point for change in sports and entertainment. The need for inclusion of black voices in senior management level positions and board rooms is necessary for the progress of our industry and many other industries with global reach. It’s important that we reflect who we represent,” Metelus said in a statement at the time. “This role allows me to bring my voice and perspective into the board room, to impact decision-making, drive new business development and continue advocating for our rising black leaders.”

CAA was one of many entertainment industry companies participating in the “Blackout Tuesday” or #theshowmustbepaused event to promote awareness and action after the death of George Floyd in Minnesota and the subsequent protests and social unrest. The company also hosted a town hall meeting on dismantling racism in mid-June.