In a major commitment to the exploding electronic dance music genre, Sony Music Entertainment has named Ultra Music prexy Patrick Moxey as the company’s president of electronic music.
In this newly created role, Moxey will report directly to SME chief exec Doug Morris. As part of a global alliance, Ultra will now be distributed via SME’s indie arm RED in the U.S. and Sony Music Canada, while outside North America, Sony Music Intl. will share resources to promote and market Ultra’s acts worldwide.
Ultra will promote and market Sony’s EDM artists in the U.S. and Canada on a project-by-project basis, and SME’s dance tracks will be available for including on Ultra’s bestselling compilation sets. SME will work closely with Ultra’s dance and electronic artist management firm Empire Artist Management.
Morris said in a statement, “We are excited to expand our presence in electronic dance music through this new global partnership with Ultra Music. Patrick Moxey is a fantastic music executive and a proven hitmaker in this important genre.”
Deal brings EDM’s best-known imprint — formerly distributed by Warner Music Group’s Alternative Distribution Alliance — and one of its savviest execs to Sony.
Founded in 1995 by former Polygram and Virgin exec Moxey, Ultra boasts a high-flying roster of top EDM DJs and mixers, including Kaskade, deadmau5, Steve Aoki, DJ Muggs, Calvin Harris, Benny Benassi and Alex Gaudino.
The company has an international alliance with the globetrotting Ultra Music Festival, with events scheduled for 2013 in the U.S., Brazil, Argentina, Korea and Croatia. Company also operates its own music publishing and music library enterprises.