A graduate of the Berklee College of Music Alex had the opportunity to work with/perform for music legends such as Billy Joel, the Manhattan Transfer, Gary Burton, Peter Erskine, Johnny Mandel and The New York Voices.
In 2012 he founded (with K. Christofidou) his own production company “Silver Spotlight” under which his original musical "Di-mentia" (commissioned by UNESCO and dealing with the difficult issue of early onset Alzheimer’s) premiered at the Grande Salle D’ Unesco in Paris 15/10/12 (nominee for best music in a theatrical production) followed by "GourouniAsmata" best children’s show award (2012-2013) “GourouniAsmata II” best children’s show award (2013-2014), “GourouniAsmata III” (2014-2015) “Amanda” (2016), “My Snowman” (2016-2017), TRASH (2018-2019), Vanilla (2019), The Child and the tree (2019-2020).”My Snowman” is to be repeated with the Cyprus Symphony Orchestra in December 2021. The company, with Alex at the helm, has produced corporate events, created flashmobs, composed music for TV ads and special features, all in cooperation with top professionals in Cyprus, Greece and Europe in general.
He has sung through the years in many countries and in a variety of venues, from small theatres to big stadiums, from musicals to pop concerts, the pinnacle being his two performances at the “Herodion” theatre at the Acropolis in 1994 and 2008, the Point Theatre in Dublin, the Globen Arena in Stockholm. He has also served as musical director for Disney (Buena Vista Greece), and has directed, sung, acted and generally starred in over forty Disney, Fox and Dreamworks movies and series
Alex has a long standing history with the Eurovision Song contest, in which he has participated 18 times from 1989 until today in a variety of capacities (singer, songwriter, artistic director, producer, backing vocalist and vocal director).
He directed the musical "Esmeralda" (2007) with Katerina A. Christofidou, with whom he later wrote the script to, produced, directed and starred in the musical comedy "Feggaromberdemata" (2008) to sold-out performances.
In 2010 they premiered their original musical "A Christmas Miracle" and in 2011 he starred in, wrote the music, co-wrote the book to, and co-produced the smash hit musical "A Day in December”.
He has been a judge, panelist and vocal coach/director on TV shows such as “Your Face Sounds Familiar All Stars” (Vocal coach) "X Factor” season 1 (Vocal Coach - groups) "Get On Stage” (Vocal Director) "DanSing For You” (Judge), “The Music Box” (Judge/Host), “Eurovision Song Project” (Judge), “The Musical Kids” (Producer, Judge), “Rising Star” (Casting Director) and has been on a number of international juries for singing and song competitions including Sweden’s massive “Melodiefestivalen” and France’s “Destination Eurovision”.
He is a spokesperson for the Cyprus Alzheimer’s Association, having been a long-term caregiver for his late mother Klery Panayi, and has actively supported the Cyprus Anti-Cancer Organisation on many occasions.