Milk & Honey has tapped Dean Gillard as EVP of Heldeep Records, the electronic house label owned by client DJ/producer Oliver Heldens. Led by Milk & Honey, the label is based within the management firm’s new U.K. offices in Kings Cross, London.

Gillard comes to Heldeep from UMG where he served at VP, International Marketing and A&R for Universal Music’s Global Dance Network PM:AM Recordings, where he worked on releases for Tiesto, Avicii, Meduza, Jax Jones and Axwell Ingrosso, among others. In addition, Gillard’s Nocturn Music Group will join Heldens and Milk & Honey to transform Heldeep Records from a startup into a mainstay electronic label brand. Gillard will work closely with the Milk & Honey’s electronic co-heads Alex Harrow and Dave Frank.

“I couldn’t be more excited to have Dean on the team–in the coming years, Heldeep will become one of the top destinations for the best dance records throughout the UK and Europe, and onward to the global presence we plan to build while maintaining the great integrity of Oliver Heldens and his brand,” shares Milk & Honey’s Founder and President Lucas Keller.

Gillard adds, “I’m very happy to be working with Oliver and the Milk & Honey crew, making Heldeep one of the first clients on the books at Nocturn Music Group. I’m looking forward to creating exciting future partnerships with the label.”