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Music and entertainment blockchain ecosystem Bitfury Surround has tapped Fabian Alsultany as director of business development, North America. Alsultany will work with Surround’s Berlin-based team to help lay the groundwork for the company’s new approach to music rights management and creativity in the U.S. and Canada.

“Our platform will significantly change the way artists and their teams get paid,” said Alsultany in a release. “The market for music, videos, tickets, stems, digital collectibles and digital assets is receiving a significant upgrade. Bitfury Surround will allow the creative forces in the entertainment industry to maximize revenue and ensure payment distribution in an innovative manner.”

A 25-year veteran of the music industry, Alsultany most recently served as director of business development for blockchain platform RChain Cooperative, where he worked on developing music technologies related to streaming, micropayments and digital identity. He previously worked as vp programming for Wanderlust Festivals, where he was lead business advisor for a Major Lazer concert in Cuba that drew 450,000 attendees. He additionally served as director of A&R at Palm Pictures and founded and produced the 2012 Tadasana Festival of Yoga and Music in Santa Monica. He has also toured and recorded as a DJ and musician.