A native of London, Ed Peto moved to China in 2006 to serve on the front lines of the music industry. He now owns and runs Outdustry, a unique, market-leading music industry services business specialising in the Chinese recorded music industry, representing labels, publishers, CMOs, talent and services for work in the territory. He is frequently sought out by international media - The Economist, Financial Times, Wall Street Journal, Guardian, Bloomberg, Reuters, Billboard etc - to comment on market news and conditions, has written extensively on the technical workings of the Chinese music industry and has been a Billboard International Power Player. As part of an MBA at the Berlin School of Creative Leadership, he is also currently writing his master’s thesis on the Indian music industry.