Virgin Music Group Expands Asian Presence with Outdustry Acquisition, Names Ed Peto Strategy Chief
Virgin Music Group (VMG) has acquired Beijing-based Outdustry, a 16-year-old artist services and rights management company focused on breaking global talent in China and India.
Beijing skyline from above
Key Details of the Acquisition:
- Outdustry Records becomes an affiliated label of VMG
- Outdustry Songs publishing unit will operate as a UMPG imprint
- Marketing services continue under the Outdustry brand
- Outdustry founder Ed Peto appointed as VMG's head of international strategy in London
Notable Achievements:
- Managed marketing campaigns for major artists including Adele, Dua Lipa, Laufey, and Diplo
- Operates Merlin in China
- Maintains a team of 20 music industry professionals
Market Context:
- Part of UMG's expansion strategy in China
- Follows recent launch of Universal Music China Greater Bay Area
- Targets growing Chinese recorded music market, despite challenges:
- Content censorship restrictions
- Limited access for international artists
- Complex market entry barriers
This acquisition strengthens VMG's position in the Asian market while maintaining Outdustry's established operations and client relationships.
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