Chinese electronic dance music operator A2Live has named former SFX Entertainment vice-president Eric Reithler-Barros as its managing director and chief commercial officer.

In his new role, Reithler-Barros will take the lead in driving “Asian expansion” by aiding the development of brand partnerships, talent management (A2ARTIST), bookings (Strobe Light Talent), streaming music platforms (DianYinTai), and A2LiVE’s forthcoming DJ/music production academies and record label groups.

Shanghai-based A2Live is most commonly known for promoting China’s largest electronic dance music festival, Storm, but also organises individual headline shows.

Eric Zho, A2Live’s chief executive and founder, said: “We are thrilled to welcome a ‘double threat’ that has not only two decades of functional experience in media and international business development, but also nearly three decades inside the world of electronic dance music.

“His rare combination of talents and specialised knowledge will add tremendous velocity to expansion of our core businesses, while developing innovative new products and services to complement them.”

As vice-president at SFX, Reithler-Barros was instrumental in leading partnership deals with Viagogo and Mastercard. Additionally, he has 27 years’ experience within the international electronic music community as a promoter, artist, performer, music producer, label owner, editorial commentator, curator, and lifelong advocate of the genre.

Reithler-Barros said: “It’s no secret that China represents the largest and most nascent market potential for dance music culture in the world.

“Nothing could be more exciting than to engage it from multiple new angles, hand in hand with the talented staff and board of this visionary company.”