Virgin Music Group Expands Global Reach With Acquisition of Outdustry

Virgin Music Group has announced the acquisition of Outdustry, a leader in artist and label services and rights management across China, India, and other high-growth markets.

The acquisition, disclosed on Wednesday, underscores Virgin’s commitment to expanding its influence in some of the most dynamic music regions globally. Outdustry will continue its established operations in marketing, music publishing, and label services under the Outdustry brand, while founder Ed Peto will join Virgin Music Group as senior vice president of international strategy.

Peto, based in London, will oversee Virgin’s strategic direction in China, India, and other fast-growing regions, reporting directly to Virgin Music Group co-CEOs JT Myers and Nat Pastor. He’ll collaborate closely with Michael Roe, managing director of Virgin’s operations in Africa, the Middle East, and Asia.

“After more than fifteen years working in China, India, and other territories, Ed and his team have built unparalleled experience and relationships in some of the world’s most important growth markets,” said Myers. “Ed will be a key player as we chart our global expansion plans. We’re happy to have him and his team onboard for this exciting next step in the evolution of Virgin Music Group.”

Peto stated, “Bringing everything we’ve built at Outdustry into Virgin Music Group represents an enormous opportunity to expand our vision globally. It’s never been a more exciting time to be working in music, and I’m looking forward to working closely with the incredible team that Nat and JT have assembled to create more opportunities for independent music entrepreneurs and artists around the world.”

With a well-established footprint in Asia, Outdustry operates as a multifaceted company that includes Outdustry Songs, a publishing arm that has landed numerous hits with leading Chinese artists such as Bibi Zhou, Kun, Jolin Tsai, Chris Lee, Lu Han, Sunnee, Jane Zhang, and Pharaoh. Outdustry Records, the company’s label division, is committed to spotlighting emerging talent in the region. Both Outdustry Songs and Outdustry Records will continue to work in partnership with Universal Music Publishing Group and Virgin Music Group, respectively.

Founded in Beijing in 2008, Outdustry has been pivotal in facilitating international success for artists like Adele, Dua Lipa, Lauv, and Major Lazer in the Chinese and Indian markets. The company has also been instrumental in landmark market entries for indie heavyweights like Beggars Group and Merlin and has consulted for global brands including Spotify, PRS, and Believe in Greater China.