MelodyVR has named former Shazam executive Miles Lewis as its new chief commercial officer.

The virtual reality music content creator, owned by EVR Holdings, has partnerships across the music industry, including major and independent labels, publishers and venues and has teamed up with a huge array of international artists to build the world’s largest library of immersive and interactive virtual reality music experiences.

In his new role at MelodyVR, Lewis – who has also held senior sales and commercial roles with Last.fm, Yahoo and AOL – will lead commercial strategy and strategic partnerships, with a key focus on revenue generation and global growth.

MelodyVR is a music platform that allows users to experience music performances, from concerts to studio sessions, in virtual reality.

Lewis said: “The opportunity to experience your favourite music via virtual reality is a new frontier in entertainment.

“As brand’s marketing strategies increasingly utilise storytelling to build more powerful relationships with consumers, the ability to create an in-depth connection with an audience via MelodyVR will become increasingly more valuable.

“As consumers continue to want greater access to original content and unique experiences, we will be increasingly able to connect them with the artists they love via the MelodyVR platform.

“I look forward to launching exciting and engaging initiatives that will build meaningful commercial partnerships and I am incredibly honoured to be joining the MelodyVR team at this point in its trajectory.”

MelodyVR platform is available to fans in the USA, the UK, France, Germany, Sweden, The Netherlands, Switzerland, Greece, Austria and Belgium. Live concerts available include Liam Payne and The Who.

Anthony Matchett, executive chairman and CEO of EVR, said: “As part of the company’s executive management team, Miles’ prior experience across sales and commercial functions will further our opportunities with regards to strategic partnerships, branded content opportunities and revenue generation.”