EDM marketing professional Toby Andrews has been brought on board by Sony Music as the Senior Manager of International Electronic Music Marketing. Recognizing the untapped potential in the electronic music space and the global reach of the EDM community, Sony has scooped up a seasoned veteran when it comes to brand development and market penetration.
EDM is expanding its’ footprint with Ultra Records and Sony Music Entertainment leading the way.
The former COO of the Get In! public relations firm has worked directly with EDM household names such as Porter Robinson, Martin Solveig, and Avicii, playing a crucial role in catapulting them to their current status.
International Executive Vice President of Sony Music, Adam Granite, voiced his praise stating, “We are thrilled Toby is joining us at Sony Music. As we continue to focus on the EDM genre, he is a perfect addition to our team. I have no doubts he will make an immediate impact with several key releases over the next few months from around Europe.”
This comes on the heels of the historic merger between Sony Music Entertainment and Ultra Music. As terms of the new agreement, President of Ultra Music – Patrick Moxey –was named President of Electronic Music with Sony Entertainment.
Speaking to the deal, Moxey stated:
This is an exciting deal for Ultra and I have a partner in Doug Morris and Sony Music who understands our business and shares our ethos. The collaboration will continue to strengthen Ultra as a global brand at the forefront of electronic music, opening up new opportunities for both labels and will ensure that our artists will continue to receive an enhanced and seamless service.
By sharing assets and resources, the two magnates have allowed themselves to strategically expand their footprint in the EDM world.
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