Eiður is the manager of the music division of Sena, Iceland‘s largest entertainment company. Sena releases about 50 new titles on CD per year – around 1/4 of the 200 new releases in Iceland annually. Sena is also a big player on the DVD film market and the video games market. Sena runs 3 cinemas in addition to staging a few large scale concert events every year. Eiður played bass guitar professionally from 1985 to 1997 before switching over to the other side of the desk. He still plays the bass guitar when called upon and admits that he enjoys it immensely.