David Alexander is Senior Vice-President of New Markets at Downtown Music Holdings. He is the Founder and Managing Director of Sheer Music Publishing (Pty) Ltd, the largest independent music publishing company on the African Continent. As a serial entrepreneur, David has started or invested in many companies in the music industry over the last 30 years, and while the business of the music industry has been disrupted by technology, David has managed to align himself with the 4th Industrial Revolution and keep his business interests relevant in the marketplace.