Stockholm, Sweden-based label X5, which was created in 2005 to take advantage of digital distribution, has further beefed up its U.S. presence by hiring former Amazon employee Griff Morris. In his new role at X5, Morris will be in charge content deals and artist relations.

During his time at Amazon, Morris was senior manager of content licensing and vendor management.

The addition of Morris, the label has quietly beefed up U.S. operations since May. That month, the company hired Scott Ambrose Reilly as CEO and Joy O'Shell, who is in charge of operations. A week later the label hired Dan Pifer to oversee new product.

X5, which specializes in curating genre compilations designed for the digital marketplace, now counts three ex-Amazon employees on its staff. Besides Morris, who spent nearly five years at the Seattle-based merchant, Reilly and O'Shell have also come from Amazon. Pifer, meanwhile, arrives from RightsFlow, where he was COO.

The first three hires are based in New York, and Morris will travel between his home in Seattle and New York. He'll visit New York at least one week per month.

Last year the label received a $10 million injection from Northzone Ventures. It's beginning to diversify beyond its classical music beginnings and look at other genres ripe for digital compilations.

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