United Talent Agency (UTA) has officially signed Steven Rinella and his multifaceted outdoor media and commerce company, MeatEater, for comprehensive representation across all major entertainment and business sectors. This strategic partnership aims to leverage UTA’s extensive resources in digital video, audio, brand partnerships, television development, and live touring to further scale the MeatEater brand. Rinella, a renowned outdoorsman, author, and conservationist, has spent over a decade cultivating a dedicated following by bridging the gap between traditional outdoor pursuits and mainstream media. The move signals a significant step in the evolution of MeatEater from a niche reality television program into a diversified media powerhouse that commands a loyal audience across multiple digital and physical platforms.
As part of the agreement, UTA will focus on expanding MeatEater’s footprint in the rapidly growing digital video and audio landscapes. The company already boasts a robust portfolio, including the long-running MeatEater reality series, which has found success on both Netflix and YouTube, and The MeatEater Podcast, a top-performing title on Spotify and other major audio platforms. By partnering with UTA, Rinella and his leadership team intend to explore new avenues for monetization and audience engagement, specifically targeting the expansion of Free Ad-supported Streaming TV (FAST) channels and large-scale live events that bring the brand’s community together in person.
The Evolution of Steven Rinella and the MeatEater Brand
The trajectory of Steven Rinella’s career reflects a broader shift in how outdoor content is produced and consumed. Rinella first gained national attention as a writer, earning acclaim for his ability to weave natural history, philosophy, and adventure into compelling narratives. His 2008 book, American Buffalo: In Search of a Lost Icon, won the Sigurd F. Olson Nature Writing Award and established him as a leading voice in the conservation movement. This literary foundation provided the intellectual rigor that would later define the MeatEater television series, which debuted in 2012.
Unlike traditional hunting shows that often focused solely on the "trophy" aspect of the sport, MeatEater emphasized the ethics of the hunt, the biological realities of the wilderness, and the culinary rewards of wild game. This approach resonated with a diverse demographic, including seasoned hunters, environmentalists, and food enthusiasts. The show’s transition from traditional cable networks to Netflix marked a pivotal moment, introducing Rinella’s philosophy to a global audience and setting the stage for the brand’s current expansion.
In 2018, MeatEater underwent a significant structural transformation when it received a substantial investment from The Chernin Group (TCG), a private equity firm known for its bets on lifestyle and "passion-point" brands. This investment allowed MeatEater to move beyond content production and into commerce, acquiring outdoor gear companies such as First Lite, FHF Gear, and Phelps Game Calls. Today, MeatEater is not just a media company but a vertically integrated lifestyle brand that equips its audience for the very activities it documents on screen.
Strategic Expansion into Digital Audio and Specialized Programming
A core component of the UTA partnership is the continued growth of MeatEater’s audio network. The MeatEater Podcast, hosted by Rinella, remains the flagship of the company’s audio division, consistently ranking among the top podcasts in the outdoor and sports categories. However, the company has successfully diversified its audio offerings to capture various sub-sectors of the outdoor community.
Among these specialized offerings is Bear Grease, hosted by Clay Newcomb. This podcast explores the intersection of culture, history, and the outdoors, often focusing on the heritage of the American South and the nuances of woodsmanship. Additionally, MeatEater has ventured into the true crime genre with Blood Trails, a series that investigates mysteries and crimes occurring in the wilderness.
The company is also preparing to launch a new season of MeatEater’s American History, a podcast series hosted by acclaimed author Bryan Burrough. This series chronicles the lives of American West gunfighters, blending historical scholarship with the brand’s signature storytelling style. UTA’s involvement is expected to accelerate the development of similar specialized content, potentially moving these properties into scripted or unscripted television formats.
Industry Perspectives on the Creator Economy
The signing of Rinella and MeatEater by UTA is emblematic of Hollywood’s increasing interest in the "creator economy." In this model, creators build direct-to-consumer relationships through digital platforms, bypassing traditional gatekeepers. These creators often possess higher levels of audience trust and engagement than traditional celebrities, making them highly valuable to advertisers and talent agencies alike.
Oren Rosenbaum, partner and co-head of UTA Creators, emphasized the unique nature of the MeatEater community in a statement following the announcement. Rosenbaum noted that Rinella is a "singular storyteller" whose audience "doesn’t just follow the lifestyle; they live it." This distinction is vital for agencies like UTA, which are looking for "audience-first" brands that can withstand the volatility of the traditional media market.
MeatEater CEO Jason Bergsman echoed this sentiment, highlighting the brand’s role in "super-serving conservation-minded Americans." Bergsman noted that the partnership with UTA would provide fans with more opportunities to engage with the brand across all touchpoints—whether they are watching, listening, reading, or gathering at live events.
Data and Metrics: The MeatEater Footprint
The scale of MeatEater’s reach provides a clear rationale for UTA’s investment in the brand. The MeatEater television series is currently in production for its 14th season, a rare feat of longevity in the reality TV space. The brand’s YouTube channel and social media presence have amassed approximately 1.8 million subscribers, a figure that continues to grow as the company expands its distribution via FAST channels.
In the publishing realm, Rinella’s influence is equally significant. He has authored ten books and six audiobooks, covering topics ranging from hunting techniques and wild game cooking to parenting. His book Outdoor Kids in an Inside World: Getting Your Family Out of the House and Radically Engaged with Nature reached the New York Times bestseller list, demonstrating his ability to reach a mainstream audience beyond the core hunting community.
The financial implications of MeatEater’s commerce division also contribute to its attractiveness as a client. By integrating content with commerce, MeatEater has created a "flywheel" effect: the content drives interest in the lifestyle, and the commerce division provides the tools to participate in it. This model is highly scalable and offers multiple revenue streams that are less dependent on traditional advertising.
Future Implications: FAST Channels and Live Touring
One of the most immediate impacts of the UTA signing will be seen in MeatEater’s distribution strategy. The company is set to announce expanded FAST channel offerings in the coming months. FAST channels have become a dominant trend in the media industry, offering viewers a linear, "always-on" experience without the cost of a cable subscription. For a brand like MeatEater, which has a vast library of archival content, FAST channels represent a high-margin opportunity to reach new viewers and generate consistent ad revenue.
Furthermore, UTA’s expertise in live touring will be instrumental in launching MeatEater’s upcoming live events. Live tours allow the brand to monetize its audience through ticket sales and merchandise while deepening the connection between the hosts and the fans. These events often feature live podcast recordings, storytelling sessions, and conservation fundraisers, further solidifying the brand’s community-centric identity.
Conservation Advocacy and Public Land Policy
Beyond the commercial and entertainment aspects of the deal, the partnership with UTA provides a larger platform for Rinella’s advocacy work. Rinella has long been a vocal proponent of public land access and responsible hunting practices. He frequently uses his platform to educate the public on the North American Model of Wildlife Conservation, which emphasizes that wildlife is a public trust and should be managed sustainably for the benefit of all citizens.
MeatEater’s involvement in conservation is not merely rhetorical; the company frequently partners with organizations like Backcountry Hunters & Anglers and the Land and Water Conservation Fund to advocate for policies that protect wilderness areas. As UTA helps MeatEater reach a broader, more diverse audience, Rinella’s message regarding the importance of the natural world and the ethics of consumption is likely to gain further traction in the national discourse.
Conclusion of the Representation Landscape
While UTA will handle the bulk of MeatEater’s media and entertainment business, Rinella will maintain his long-standing relationship with Marc Gerald at Europa Content for his publishing endeavors. This highlights the specialized nature of Rinella’s career, where his literary output remains a foundational pillar of his brand. Additionally, Bryan Burrough, the host of MeatEater’s American History, continues to be represented by the Wylie Agency in collaboration with CAA.
The consolidation of MeatEater’s media interests under the UTA umbrella represents a maturation of the outdoor media genre. By applying the same representation strategies used for A-list actors and professional athletes to a "creator-led" outdoor brand, UTA is acknowledging that niche communities are the new frontiers of the entertainment industry. As MeatEater moves into its 14th season and beyond, the partnership with UTA positions the brand to remain the dominant voice for the modern outdoorsman in an increasingly fragmented media landscape.
