While in the UK the record industry is busy trying to force through the guitar music revival, in the US corporate eyes are still on the potential of the dance music market, capitalising on the recent rise of so called EDM in the States.
And to that end Sony Music has just announced a strategic alliance with New York-based dance label Ultra Music, which works with Kaskade, Deadmau5 and Steve Aoki among others. The exact terms of the deal are not known, though Sony has made an investment in the independent, which previously had distribution partnerships with both Warner and EMI, and its founder, Patrick Moxey, will become global President Of Electronic Music for Sony Music Entertainment, reporting in to overall Sony Music chief Doug Morris.
Says Morris: “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”.
While Moxey added: “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”.
Ultra Music is a separate business to the Ultra dance music festival franchise, though the two Ultra companies did strike up an alliance last year, overcoming past squabbles over the name.