UTA’s Head of Asian Business Development Max Michael Exits

Max Michael, the head of Asian business development at UTA, is departing the agency after nearly two decades.

Variety has learned exclusively that Michael will now be launching M3 Global Strategy, which he described as “a next-generation advisory and representation firm.”

“I think of M3 a company built for global storytellers, for people and companies who operate internationally or want to,” Michael said in an interview with Variety. “It’s not exactly management in the traditional sense. It’s more a talent advisory model, helping clients shape the creative, financial, and structural sides of their business, so their work actually travels.”

“M3 is the culmination of everything I’ve spent my career building, relationships, trust, and a belief that stories have no borders,” he continued. “The industry is shifting, but experience, perspective, and agility have never mattered more.“

Michael first joined UTA in 2008. His clients at the agency include Na Hong-jin, Hirokazu Kore-eda, Derek Tsang, Maggie Kang, Chris Appelhans, Lee Byung-hun, Webtoon, and many more. All will be staying with UTA following Michael’s departure.

With Tsang, Michael helped guide him to an Oscar nomination for his feature “Better Days.” Also in his time at UTA, Michael packaged and built the strategy behind “Crazy Rich Asians,” which went on to gross nearly $240 million worldwide on a budget of $30 million.

With M3, he is looking to build a go-to partner for cross border dealmaking. “The goal is to be the first call when a studio, streamer or creator wants to bridge markets intelligently,” he said. “I want M3 to be the most trusted global bridge between creative IP, strategic capital, and the people who make both of those work. It’s important to me that M3 remain a company small enough to move fast, but influential enough to change how global content is built.”

Michael’s other work at UTA includes brokering the partnership between Apple TV+ and Bound Entertainment for the reimagining of the popular Kakao webtoon “Dr. Brain” into a prestige sci-fi thriller from director Kim Jee-woon, which marked Apple’s first Korean-language series.

His move to launch M3 comes as Asian content has seen an explosive rise in popularity both in the United States and abroad. The company will focus traditional film and television as well as vertical shortform content.

“I think Asian content is some of the most popular and exciting content in the world right now, and people are paying attention to it and consuming it at a rate that is unprecedented, and there’s a moment to focus on it,” he said.

“US/Asia content collaborations are evolving. The early era was about access; this era is about sustainability. The most successful cross-border projects now are those that start from a place of mutual authorship and authenticity, not outsourcing,” he continued.