Brad Edmonson oversees the company's technology architecture and operations, which includes day-to-day vision and management of the team.

Edmonson combines a rich technology background with pioneering efforts in the entertainment, media and ecommerce industries. During his 16 years at Sprint Corporation, he gained valuable experience in key management and high-level systems automation positions. His work at Sprint led to many innovations in the automation world, including one that gained such wide acceptance that it was integrated into a complete software solution still used today in most large mainframe data centers.

Edmonson is also a veteran of the music industry and an innovator in music content and e-commerce. In 1993, Edmonson and two partners founded Fish TV, a syndicated music television program focusing on the Christian music videos. Fish TV rapidly built a loyal following of viewers across the United States looking for positive music programming in a fun, culturally relevant environment. The commercial success of Fish TV led to the launch of Club Fish, the Internet's first Christian music store, in February 1997.

In 1999, Edmonson joined Musicforce.com, which purchased Fish TV and Club Fish. Months later, Musicforce.com was acquired by Gaylord Entertainment and became the cornerstone of Gaylord Digital, the company's Internet division. He relocated to Nashville to helm Musicforce.com and Edmonson was part of the Gaylord Digital executive team.

Well-respected within the Christian music industry, Edmonson has served on many advisory boards and committees. Edmonson, his wife, Tracy, and their three daughters make their home in Franklin, Tennessee, where he continued to guide Musicforce.com through its transition from a hot start-up to a profitable retail entity. Besides offering the Net's most extensive online catalog of Christian music, Musicforce.com was also known for its broad editorial content, streaming Web events and cutting-edge video content programming.