SoundAware hires Alex Terpstra as executive director

SoundAware, a specialist in automatic content recognition tech, hires new executive director
Alex Terpstra is executive director of SouundAware.
Alex Terpstra is executive director of SouundAware.


Netherlands-based SoundAware, a specialist in automatic content recognition technology and music airplay monitoring, has hired Alex Terpstra as its executive director to oversee the company’s strategy and international expansion.

Terpstra was previously CEO of Civolution, a company that specialises in content identification solutions. At Civolution Alex led the company through a period of fast growth and recently completed a successful exit strategy for its three content identification businesses. Prior to Civolution Alex held various managerial positions at the digital television technology division of Royal Philips Electronics since the nineties. Most recently Alex joined the executive team of the US advertising technology company 4C Insights after it acquired the broadcast monitoring business from Civolution.

Harold de Groot, CEO and owner of SoundAware, said: “I’ve had the pleasure to work with Alex over the years in his previous role and I could not think of anyone better suited to bring on board to develop and implement an ambitious international growth strategy for SoundAware.”

Speaking about his new role, Terpstra said: “I’m very excited to work with Harold and the SoundAware team to help expand the company beyond the excellent position it currently has. I’m equally excited to get deeper involved in the music side of our industry after having focused on content identifications technologies for television and film over the past several years.”

Over the past several years SoundAware has developed a sophisticated suite of technologies and toolsets for automatic content recognition and reporting and positioned itself as as the source of the most granular music airplay data and analytics, among other services.

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