It is the goal of this new organisation "to strengthen the position of vinyl records in a digital world", as they put it on their website. The aim is not only to promote the LP format, but also to merge resources for research-, quality- and marketing activities. Günter Loibl of Rebeat Innovation GmbH – the Austrian company that wants to replace the cutting stylus with a laser engraving – was elected "President". Treasurer Thomas Neuroth also comes from Rebeat. Sony Music, Audio Technica and Ortofon are represented by other board members. The alliance's members also include manufacturers such as Pro-Ject Audio Systems and record companies such as Universal Music.