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A2Live targets ‘Asian dominance’ under new MD

As managing director and CCO, ex-SFX VP Eric Reithler-Barros is tasked with leading the pan-Asian expansion of the EDM festival giant

By IQ on 20 Apr 2017

Eric Reithler-Barros, A2Live

image © PRNewsfoto/A2LiVE

Former SFX Entertainment exec Eric Reithler-Barros has been named managing director and chief commercial officer of Chinese EDM behemoth A2Live.

The Shanghai-based company, founded by Eric Zho, is best known for promoting China’s largest dance music festival, the 35,000-cap. Storm in Shanghai, as well as several spin-off events. It also organises individual headline shows, and includes brand partnerships, artist management (A2Artist), booking (Strobe Light Talent) and streaming music (DianYinTai) divisions, with a record label in the works.

Reithler-Barros (pictured) is charged with “driving Asian expansion” in his new role, heading up all of the above divisions and serving as a key player in A2Live’s bid to achieve “Asian ecosystem dominance”.

As vice-president of global partnerships at SFX, Reithler-Barros was instrumental in securing several major worldwide deals, including lucrative partnerships with Viagogo and Mastercard. (Both have since fallen apart amid much post-bankruptcy bickering.)

“It’s no secret that China represents the largest and most nascent market potential for dance music culture in the world”

“We are thrilled to welcome a double threat [who] 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,” comments Zho. “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”.

Reithler-Barros adds: “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.”

Jerry Gold, Reithler-Barros’s erstwhile colleague at SFX, last week joined live music streaming company LiveXLive.


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