Originally published in Music Business Worldwide on May 9, 2017

LiveStyle—the rebranded version of SFX—has hired ex-Universal exec Chris Monaco as Chief Revenue Officer, Brand Partnerships and Sponsorships.

Monaco spent four years at Universal, joining as Senior Vice President of Strategic Marketing and Brand Development in 2012 before being promoted to Senior Vice President/Head of New Business.

He was part of a newly formed brand partnerships division and responsible for leading a business development team across brand, agency, and media platforms.

Prior to Universal, Monaco worked at sports and entertainment agency Octagon and French beverage company Pernod Ricard.

In his new position based in Beverly Hills, Monaco will be responsible for heading the global partnerships team, as well as developing and executing brand strategy across the company’s event, content and digital platforms.

SFX rebranded when emerging from bankruptcy in 2016, hiring former AEG Live exec Randy Phillips as President and CEO.

The company produces and promotes single and multi-day electronic music festivals across North America, Europe, South America, Australia and Asia.

Phillips said: “Chris and I first worked together when he was at Octagon and I was the CEO of AEG Live, so I know his capabilities very well.

“His industry experience makes him a great addition as LiveStyle CRO, as we continue to create new and innovative opportunities for our festivals, brands, and fans.

“The modern day CRO assumes the responsibilities of a revenue-minded CMO with a deep understanding of multiple industries, marketing principles, and consumer engagement.”

Monaco added: “I’m thrilled to join Randy and the entire management team at LiveStyle.

“This is an exciting time in live music, and even more of an exciting time to be a part of LiveStyle’s global family of brands, events, and digital platforms.

“Everything we do will enrich the fan experience and how we interact with audiences — I’m looking forward to working with all of these like-minded communities worldwide.”

LiveStyle’s North American key operating entities include MADE Events, React Presents, Disco Donnie Presents, Life in Color and MMG.

Festivals and brands include Electric Zoo, Spring Awakening, Mysteryland, TomorrowWorld, Sensation and Life in Color.

In Europe, the company has Monumental, B2S, ID&T, i-Motion and Q-Dance.

Festivals and brands in that part of the world are Decibel, Tomorrowland, Mysteryland, Awakenings, Back-To-School, Air, Qlimax, Nature One, Sensation, as well as ticketing service Paylogic.

In Brazil, LiveStyle owns PlusNetwork which produces the Tomorrowland Brasil festival and tours by international DJs and artists.

The company has a 40% participation in Rock in Rio, held biannually in Rio de Janeiro, Brazil, with spinoffs in Lisbon and Portugal.

It also owns and operates electronic music platform Beatport.

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