Sony Music is ramping-up its EDM activities Down Under.

Jon Hanlon is joining Sony Music Australia and New Zealand in the new position as director, Electronic Dance Music, the company said today.

In his new role, Hanlon is responsible for the affiliate’s EDM repertoire, and he’ll take duties on electronic dance music in Asia, excluding Japan. Hanlon is tasked with identifying new EDM artists and tracks for both recording and broader right arrangements with Sony Music, as well as marketing those artists in Australia and Asia. He reports to Denis Handlin, chairman & CEO, Australia and New Zealand and president, Asia.

Sony Music made a big push into the EDM market earlier this year with the appointment of Ultra Music founder Patrick Moxey as president of electronic music for Sony Music. Hanlon will work closely on releases in the pipeline which runs through Sony’s new dance music network.

Since relocating from Ireland to Australia three years ago, Hanlon has established Konkrete Agency in Melbourne which represents 30 local EDM artists, including Helena and Peking Duk and key international acts Hardwell, Nicky Romero, Laidback Luke for touring Down Under. He’ll continue to direct Konkrete Agency in addition to his new function at Sony Music.

Part of the new arrangement will see Hanlon and Sony Music collaborate on a new worldwide management venture, with the core focus being discovering and nurturing new talent for the EDM market, according to Sony Music.

Hanlon has experience across clubland and into the business world. In Ireland, he worked as a DJ, producer and promoter and operated an Internet and social media business, Halo One, which provided services for various music-related businesses and small-to-medium enterprises. [Billboard.biz]