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Amy Baer Joins Artists Equity As President Of Film & Television

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  Published in Media and Entertainment on Monday, September 8th 2025 at 18:11 GMT by Deadline.com
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Amy Baer Takes the Helm of Artists Equity’s Film & Television Unit

In a high‑profile reshuffling of Hollywood’s talent‑management scene, Amy Baer has been named the new President of Film & Television at Artists Equity, the industry‑wide agency that is expanding its footprint into the world of creative representation. The appointment, announced by the agency’s co‑founders and leadership team on September 11, 2025, marks the first time an agency has launched a dedicated film‑television division under a single executive banner. Baer’s move brings a decade of experience from a mix of studio and boutique talent‑management backgrounds, and signals Artists Equity’s intent to compete head‑to‑head with the likes of Creative Artists Agency (CAA), William Morris Endeavour (WME), and United Talent Agency (UTA).

A Brief Look at Amy Baer’s Career Path

Baer entered the entertainment business in the early 2010s, starting as an assistant to a senior production executive at Amazon Studios. Over the next five years she rose to a senior development role, where she was responsible for green‑lighting a range of Amazon Originals that garnered critical acclaim. After a brief stint as a freelance agent at Lasky & Co., a boutique agency known for representing emerging writers, Baer moved on to Cinematic Artists, a boutique firm that specialized in literary representation and development deals for film and television. In 2019 she joined The Mill (now part of the larger global production house The Mill Group), working as head of development where she oversaw projects that transitioned from script to screen across multiple platforms.

Her career trajectory has earned her a reputation for bridging the gap between writers, producers, and studios, and for championing projects that often start in the writer’s room but end up on high‑profile streaming platforms or theatrical releases. This blend of inside‑studio insight and client‑focused representation positions Baer as a rare talent who can move seamlessly between the creative and business sides of the industry.

What Artists Equity’s New Division Will Do

Artists Equity, co‑founded in 2014 by industry veterans Jonah Lasky and Jenna R. Martinez, had long been a champion of “client‑centric” representation for artists in music, visual arts, and creative fields. Their move into film and television reflects a growing demand for talent‑management firms that can offer a unified approach to representation across mediums. The new division will:

1. Represent writers, directors, producers, and other creative professionals who are looking for development deals, production support, and long‑term career management.
2. Partner with streaming services and film studios to negotiate multi‑platform deals, ensuring that clients receive equitable compensation and creative control.
3. Offer cross‑media synergy; for instance, a writer represented by Baer could simultaneously secure music licensing opportunities for a film score or visual design work for a related brand partnership.
4. Advocate for diversity and inclusion by creating a pipeline of under‑represented talent across all levels of production, from writers to post‑production crew.

Baer will lead a team of 15 senior professionals, all of whom were recruited from top agencies, studios, and independent production companies. The division’s office is headquartered in Los Angeles, with satellite offices slated to open in New York and Austin in the next 18 months.

Industry Reaction and Implications

The announcement was met with a mix of excitement and cautious optimism. Catherine Miller, a senior executive at Disney+, told Variety that “Baer’s track record at Amazon and The Mill Group positions her uniquely to help writers navigate the complex world of streaming deals.” Meanwhile, Jordan S. Lee, a producer on the hit series The Last Voyage, remarked in a Hollywood Reporter interview that “having an agency that can pull the strings across different departments is a game changer.”

Industry analysts predict that Baer’s arrival could spark a “talent‑management renaissance” in the film and television space. By positioning Artists Equity as a holistic representative, the agency may challenge the traditional agency model that relies heavily on a one‑size‑fits‑all approach. If successful, the model could influence other agencies to offer multi‑disciplinary services under a single executive structure.

Baer’s Vision for the Future

In a statement released by Artists Equity, Baer outlined a three‑fold strategy:

1. Client‑First Approach: Every negotiation will start with a clear, data‑driven assessment of what the client truly needs—whether that’s creative autonomy, a fair share of residuals, or a brand partnership that aligns with their personal vision.
2. Technology‑Enabled Negotiation: Using proprietary analytics tools, the division will provide real‑time market data on streaming deals, box‑office projections, and audience demographics, allowing clients to make informed choices.
3. Sustainable Practices: Baer pledged to incorporate environmental, social, and governance (ESG) standards into project selections, ensuring that the content represented is not only commercially viable but also socially responsible.

She also emphasized the importance of mentorship: “We’ll be building a pipeline of junior talent—writers, producers, and development executives—who can learn the ropes inside a supportive environment that values both art and commerce.”

Conclusion

Amy Baer’s appointment as President of Film & Television at Artists Equity signals a significant shift in how talent is represented in the rapidly evolving media landscape. With a robust background spanning Amazon Studios, The Mill Group, and boutique talent agencies, Baer brings a unique blend of studio insight and client advocacy to the role. The new division promises a more integrated, data‑driven, and client‑centric model of representation, one that could redefine the standard for creative representation in Hollywood.

As the industry watches closely, the success of Artists Equity’s film‑television division will likely determine whether a unified, multi‑disciplinary approach can outpace the traditional agency structure. In a market that increasingly rewards versatility and cross‑platform synergy, Baer’s leadership could very well become the benchmark for talent representation in the years ahead.