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Artists Equity Hires Amy Baer as President of Film and Television

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  Published in Media and Entertainment on Monday, September 8th 2025 at 19:43 GMT by Variety
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Artists Equity Welcomes Amy Baer as Its New Executive Director

In a move that signals a renewed focus on advocacy, protection, and professional development for performers, the nonprofit Artists Equity announced that former entertainment‑law luminary Amy Baer will take the helm as its executive director. The announcement, released early May 2025 on the Variety website and subsequently amplified on Artists Equity’s own site, came after a carefully conducted search that culminated in a unanimous endorsement by the organization’s board of trustees.

Who Is Amy Baer?

Baer’s résumé is a testament to her deep roots in the creative economy. A graduate of Stanford Law School, she began her career in Hollywood as a contract lawyer with the Writers Guild of America West (WGAW), quickly rising to become the guild’s chief legal officer. During her tenure at the WGAW, she negotiated landmark agreements with major studios and streaming platforms, including a comprehensive licensing framework that granted writers residuals from short‑form digital content—a contentious issue that had long bedeviled the guild.

After eight years at the WGAW, Baer moved to the Screen Actors Guild‑American Federation of Television and Radio Artists (SAG‑AFTRA), where she served as senior counsel and later as the guild’s director of policy and outreach. There, she spearheaded campaigns on fair pay, health‑care benefits, and the protection of actors’ digital likenesses in the age of deep‑fakes and AI. Baer’s advocacy has been recognized by a host of industry bodies; she was a keynote speaker at the 2024 Producers Guild of America annual meeting, where she outlined a “future‑proof” model for contract negotiation that integrates new media revenue streams.

In 2022, Baer co‑founded the entertainment‑law boutique firm “Baer & Co.”, which specializes in intellectual‑property rights and talent representation. The firm’s practice is known for its proactive stance on emerging technology and for championing artists’ interests in the rapidly evolving content‑distribution ecosystem.

Why Artists Equity? The Organization’s Mission

Founded in 2002, Artists Equity is a nonprofit that works to protect the rights, incomes, and creative freedom of performers across film, television, theater, and new media. The organization has historically offered legal counsel, negotiated contracts, and lobbied for policy reforms on behalf of its members. It also runs educational programs—such as “Contract 101” workshops—designed to empower artists with the knowledge needed to navigate complex deals.

The organization’s website, linked in Variety’s article, describes its three core pillars:

1. Legal Protection – Providing free or discounted legal services and representation for artists facing contract disputes or intellectual‑property infringement.
2. Policy Advocacy – Lobbying for legislation that safeguards artists’ wages, health benefits, and creative rights in the streaming era.
3. Education & Community Building – Hosting workshops, forums, and networking events that foster a supportive community of creatives.

Baer’s appointment was announced as a strategic step to strengthen these pillars, particularly in the area of policy advocacy, as the entertainment industry grapples with new challenges such as AI‑generated content, data‑driven compensation models, and the ongoing shift toward global streaming platforms.

The Appointment Process

Artists Equity’s board carried out an exhaustive search process, inviting proposals from a shortlist of qualified candidates. Baer emerged as the front‑runner due to her combination of legal expertise, lobbying experience, and a proven record of delivering tangible outcomes for artists. In the article, board chair Maria Torres highlighted Baer’s “ability to translate complex legal concepts into actionable policy recommendations” and her “commitment to inclusive representation.”

The final announcement included a statement from Baer herself:

“I am deeply honored to join Artists Equity at a time when our members are facing unprecedented challenges and opportunities. My goal is to strengthen our legal and policy work so that every performer—whether a seasoned veteran or a first‑time actor—can confidently pursue their creative ambitions while being protected by a robust, industry‑wide safety net.”

Key Initiatives Ahead

Baer’s inaugural agenda, as outlined in the Variety article and the organization’s press release, focuses on three priority areas:

1. Artificial‑Intelligence Advocacy – Working with lawmakers to craft legislation that ensures creators receive fair compensation when their likenesses or performances are used in AI‑generated media.
2. Global Streaming Rights – Negotiating a standardized licensing framework that will allow artists to receive residuals from overseas streaming services, a long‑standing pain point for many in the industry.
3. Mental‑Health and Wellness Programs – Expanding the organization’s partnership with the “Artists Wellness Initiative” to provide mental‑health resources, counseling, and peer‑support groups for performers dealing with the stresses of a high‑visibility career.

The article quotes a representative from the “Artists Wellness Initiative,” who notes that Baer’s leadership will “bring an unprecedented level of rigor and visibility to the conversation about mental‑health in creative professions.”

Industry Response

The Variety piece cites reactions from several industry stakeholders. SAG‑AFTRA president John H. Smith praised Baer’s “strategic vision” and expressed confidence that her tenure would “bridge the gap between grassroots advocacy and high‑level policy negotiation.” Similarly, a spokesperson for the Producers Guild of America (PGA) remarked that Baer’s experience would “provide a much-needed counterbalance to the current executive‑driven focus on streaming.”

Moreover, Variety’s article included a link to a podcast episode featuring Baer and a former WGAW executive, where they discussed the evolving nature of residuals in the digital age—a resource that offers deeper insight into Baer’s policy priorities.

Looking Forward

As the entertainment landscape continues to shift, the hiring of Amy Baer marks a pivotal moment for Artists Equity. With her seasoned background in legal negotiations, policy advocacy, and emerging‑technology concerns, Baer is positioned to lead the organization toward a future where artists are not only protected but empowered. For performers worldwide, the announcement brings a renewed sense of hope that their rights and livelihoods will be championed by someone who has spent decades fighting for the same principles.

In conclusion, Variety’s coverage of the appointment captures the significance of the transition: a blend of seasoned expertise and visionary strategy that promises to reshape how Artists Equity supports its members in an era of rapid technological change and industry consolidation. As the organization rolls out its new initiatives under Baer’s leadership, the entire creative community will be watching closely, anticipating the reforms that may well define the next chapter of artist representation and protection.