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Becky Ayres promoted to Sound City MD

The former COO becomes managing director of the Liverpool-based new-music festival and conference, as Dave Pichilingi focuses on his role at Modern Sky

By Jon Chapple on 09 Aug 2018

Becky Ayres, Sound City

New Sound City MD Becky Ayres

After six years as chief operating officer, Becky Ayres has been appointed managing director of Sound City.

Ayres, who has been involved with the festival since 2008, succeeds outgoing MD Dave Pichilingi, who will now focus his energies fully on Modern Sky, the Chinese entertainment powerhouse which bought into Sound City in April 2016.

She moves into her new job earlier this summer, and is tasked with leading and growing the Sound City brand, which incorporates the annual Liverpool Sound City festival and Sound City+ conference and several international projects, including Sound City Korea.

“I’m excited to become the MD of Sound City, having been fortunate to work on it since it started and to be part of the creation of many exciting projects along the way,” says Ayres, who became COO in 2012. “Dave has always been very supportive of me and I’m grateful to him and his vision that has led us to where we are now and taken us from Liverpool and out into the whole world.

“I’m humbled that he has put this faith in me, and I’m lucky to work with a fantastic team who will be part of the next stage of the journey.”

“I am absolutely confident that she will guide the company though the next ten years”

Pichilingi adds: “Since we signed our global equity and strategy deal with Modern Sky, I am now more focused on the records, publishing and wider entertainment side of the business. With this in mind I decided it was time to allow someone else to take the lead on Sound City.

“Becky has been with Sound City since the very start of the journey. She knows our brand and core philosophy better than anyone. Sound City has never been scared to take on new challenges and formats, [and] in the safe hands of Becky and our absolutely dedicated team I am absolutely confident that she will guide the company though the next ten years.

“We are a tight-knit family and we will continue to work together across both Sound City and Modern Sky to deliver the best outcomes for artists and business talent from the north [of England], the UK and globally.”

Liverpool Sound City, whose sold-out 10th anniversary in May attracted 7,000 festivalgoers and 2,000 industry delegates, returns to the city’s Baltic Triangle on 3–5 May 2019.

Ayres spoke to IQ last month about Sound City Korea, which she says capitalises on a “voracious” appetite for British music in east Asia.


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