Armada Music has hired Jason Ellis as global senior A&R director, based in London. He previously helmed UMG U.K. label, Positiva.

In his new role, Ellis will be responsible for sourcing and developing up-and-coming talent. He will also serve as acquisition consultant for BEAT Music Fund, Armada’s recently launched dance music investment arm.

“Having Jason on board to steer the A&R direction for both BEAT and Armada will be invaluable as we strive to build the greatest legacy of dance music,” said Maykel Piron, CEO of Armada Music and BEAT Music Fund.

Across 20 years at the helm of Positiva, Ellis helped the label generate over 80m single sales, 3.5m album sales and 4b streams in the U.K. alone.

He most recently served as managing director, combining the role with senior A&R duties at Virgin, Virgin EMI and, most recently, EMI Records. There, he signed Swedish House Mafia, Eric Prydz and Jonas Blue, while overseeing campaigns for Avicii, Gorgon City, Sub Focus, David Guetta and deadmau5.