Max Michael is leaving his position as head of Asian business development at UTA after nearly two decades of service.
According to exclusive information obtained by Variety, Michael is set to establish M3 Global Strategy, which he refers to as “a next-generation advisory and representation firm.”
“In my perspective, M3 is designed for global storytellers—individuals and organizations that either operate on an international scale or aspire to do so,” Michael shared in an interview with Variety. “It diverges from traditional management; instead, it adopts a talent advisory approach aimed at assisting clients in shaping the creative, financial, and structural elements of their enterprises, ensuring their work resonates globally.”
“M3 represents the culmination of my career’s efforts—building relationships, establishing trust, and the belief that narratives transcend borders,” he added. “While the industry is evolving, the significance of experience, perspective, and agility has never been more crucial.”
Michael began his journey with UTA in 2008. His roster of clients at the agency includes notable names such as Na Hong-jin, Hirokazu Kore-eda, Derek Tsang, Maggie Kang, Chris Appelhans, and Lee Byung-hun, among others. All of them will continue their association with UTA following his exit.
He notably supported Tsang in achieving an Oscar nomination for the film “Better Days.” Additionally, during his tenure at UTA, Michael was instrumental in strategizing and packaging “Crazy Rich Asians,” which achieved remarkable commercial success, grossing nearly $240 million globally against a $30 million budget.
With M3, Michael aims to become a premier partner for cross-border collaborations. “My objective is for M3 to be the first point of contact when studios, streaming platforms, or creators seek to navigate markets intelligently,” he explained. “I envision M3 as a trusted global conduit linking creative intellectual property, strategic funding, and the individuals who bring both components together. It is vital for M3 to remain small enough to act swiftly while being influential enough to transform how global content is created.”
Michael’s accomplishments at UTA also include securing the collaboration between Apple TV+ and Bound Entertainment for the adaptation of the well-known Kakao webtoon “Dr. Brain” into a high-profile sci-fi thriller directed by Kim Jee-woon, which represented Apple’s inaugural Korean-language series.
His transition to M3 arrives at a time when Asian content enjoys a significant surge in popularity in both the United States and internationally. The company will concentrate on conventional film and television projects as well as vertical short-form content.
“I believe Asian content stands out as some of the most compelling and vibrant material globally, capturing audiences’ attention at an unprecedented pace, and this moment calls for a focused approach,” he commented.
“Collaborations between US and Asian content creators are evolving; the initial phase was primarily about access, while this new era emphasizes sustainability. The most successful cross-border projects originate from a foundation of mutual authorship and authenticity rather than mere outsourcing,” he elaborated.
