Virgin Music Group (VMG) has acquired Beijing-based Outdustry, a significant move in expanding its presence in the Asian market. Outdustry, a 16-year-old artist services and rights management company, has previously managed marketing campaigns for major artists including Adele, Dua Lipa, Laufey, and Diplo in China and India.

Key details of the acquisition:

• Outdustry Records becomes an affiliated label of VMG
• Outdustry Songs publishing unit will operate as an imprint of UMPG
• Marketing services will continue under the Outdustry brand
• Founder Ed Peto joins VMG as head of international strategy in London while maintaining leadership of his 20-person team

The acquisition reflects Universal Music Group's strategic expansion into China's growing recorded music market, despite challenges such as content censorship and market access restrictions. This move follows VMG's recent acquisition of Saban Music Latin, demonstrating the company's broader strategy to strengthen its position in emerging markets.

Outdustry will maintain its operations in China and India, continuing to serve third-party clients while leveraging VMG's global network and resources. The company will also continue its role running Merlin in China, maintaining its connection to the independent music sector.

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