Alex started her music business life in the NME advertising department then went on to run the first MIDI studio in London, Orinoco where Enya recorded her hit 'Orinoco Flow'. She managed 90’s Dance act, Alex Party, had her own reggae label and was a reggae consultant A&R for Universal Music Publishing. Alex has been promoting emerging talent showcases to the music industry and public in the UK since 2003. Past acts at Discovery events include: Ed Sheeran, Scouting For Girls, The Guillemots and Dan Le Sac & Scroobius Pip.
In summer 2014 she teamed up with Westfield Presents and the International Music Community to promote the first music festival in a UK shopping mall, ‘Summer Sizzler’ at Westfield, London. The festival was shortlisted for 'Best New Festival' at the UK Festival Awards and the 2015 one will increase in size. In addition to monthly London showcases, Discovery partners with music and tech companies and has a network of industry professionals who can help the performers to reach the next level.