Virgin Music Group has announced the acquisition of Outdustry, a leader in artist and label services and rights management in China, India and other high-growth markets.
The acquisition, disclosed on Wednesday, highlights Virgin’s commitment to expanding its presence in some of the world’s most dynamic music regions. Outdustry will continue to carry out marketing, music publishing and label services under the Outdustry brand, and the founder Ed Chester will join Virgin Music Group as senior vice president of international strategy.
Based in London, Peto will oversee Virgin’s strategic direction in China, India and other fast-growing regions, reporting directly to the co-chief executive of Virgin Music Group JT Myers and Nat Pastor. He will work closely with Michael Roe, Virgin’s Managing Director of Africa, Middle East and Asia.
“After more than fifteen years working in China, India and other regions, Ed and his team have built unparalleled experience and relationships in some of the world’s most important growth markets,” Myers said. “Ed will play a key role as we set out our plans for global expansion. We are delighted that he and his team are joining Virgin Music Group in this exciting next step in its evolution.
Peto said: “Bringing everything we have built at Outdustry into Virgin Music Group presents a huge opportunity for us to expand our global horizons. There has never been a more exciting time to be working in music and I’m looking forward to working with Nat and JT to form a new team. An incredible team of people work closely together to create more opportunities for independent music entrepreneurs and artists around the world.
Outdustry has a broad presence in Asia and is a diversified company that includes Outdustry Songs, a publishing company loved by top Chinese artists such as Bibi Zhou, when, Jolin Tsai, Chris Lee, Lu Han, Sunny, Zhang Liangyingand Pharaoh. The company’s record label, Outdustry Records, is dedicated to discovering emerging talent in the region. Outdustry Songs and Outdustry Records will continue to work with Universal Music Publishing Group and Virgin Music Group.
Founded in Beijing in 2008, Outdustry has played a key role in promoting the international success of artists like this Adele, Dua Lipa, like, and Main laser in China and India markets. The firm has also been instrumental in the entry of independent heavyweights such as Beggars Group and Merlin into landmark markets, and advises global brands such as Spotify, PRS and Believe in Greater China.
