RNB Thursdays Delight of Belgrade, Serbia, puts on different types of festivals and events often involving hip-hop, R&B and other popular forms of music around Eastern Europe, and now the company is poised to expand.

The company is looking to move into the greater European and U.S. markets.

“We’ll be helping them go into Austria, Germany and the United States,” Executive Digital CEO Aleksandar Sasha Jovicic told Balkan Business Wire.

Jovicic said Executive Digital, which has been in business for 11 years, is excited about partnering with the Serbian company to expand what it is able to do with the brand.

“They started off as Thursday events,” Jovicic said of RNB events. “Thursdays are still the marquee nights, but it's become a de facto brand in and of itself.”

For example, the company operates a sequence of events called “press play” on Sundays, he said.

Jovicic expects the expansion will launch in New York, Miami and Los Angeles in the fourth quarter of this year.

Past European events have included music business stars such as Rick Ross and the D.J.s for Rihanna and 50 Cent.

“The idea is to latch onto the U.S.-based performers,” Jovicic said, describing how big-name performers and smaller, lesser-known artists work together.

He also described the environment in which RNB has worked in the past.

“In Europe, the marketplace for hip-hop lifestyle is much more congregated in specific areas,” Jovicic said. “The lifestyle is much more centralized in Europe … there is a specific niche that you're filling.”

Part of what excites Executive Digital leaders is the appeal of the event model, Jovicic said.

“It's a hyper-modern acceleration of the music movement,” Jovicic said of the music styles used within the business. “The energy is different: the vibe, the dance… it will be an interesting collusion.”