Native advertising specialists Sound Alliance are expanding into the US market, tapping into the growing electronic dance music market.

The Sydney-based publishing and communications agency is taking its dance music website, Inthemix.com.au, and launching a US version.

CEO and founder Neil Ackland (pictured) is spending two months in the States, establishing a local office and setting up the business.

He told B&T: “Our expansion overseas has kicked off with the launch of Inthemix.com in the US market. Electronic dance music is exploding around the world, especially in the States.”

The Sound Alliance has also announced a new executive chairman. Tony Faure, former managing director and first employee of Yahoo in Australia and former Ninemsn and HomeScreen CEO, is working with the agency.

He said: “I have spent some time helping Neil and the team with some consulting. I really like the business and what the guys are doing, so I have invested in the business and have got involved as executive chairman.”

Ackland added: “Tony has come on board to work with me on delivering the vision and the strategy. Our vision is to be the biggest youth communications company in Australia.”